More and more companies are trying to engage audiences through online content. They want to produce media that people will view, like and share. But what is the best way of going about it? As Jerry Seinfeld once said: “People have infinite attention if you are entertaining them.” So that’s the tricky part: creating content that will entertain people. Luckily, engaging your audience is not as difficult as it may sound. Essentially, you just have to make sure the people who read your content are doing one of these three things:
Everybody loves a laugh. With the exception of the Grinch and Mr. Scrooge, people love to have a little bit of humour in their day. And let’s face facts, all employees sneak a minute or two out of their workday to read or watch a hilarious new piece that their friend forwarded them. So why not make sure next time they take that break, they do it with your content? In addition, viewers of the piece will associate your brand with the positive feelings that they had when checking out your content. Creating humorous content isn’t easy, but when done right, it can help your article or video get more views, shares and likes.
The more you look around, the more you see companies trying to connect with their audience in a more meaningful way. To many companies, this means creating content that tugs at the heart strings. This is because people are looking for content that not only entertains, but inspires without being explicit as an advertisement for the company in question. Similar to above, the people who view your media content will begin to associate the positive feelings of inspiration with your company. This post by Fast Company (insert hyperlink) has some of the best examples of “sadvertising.” Just make sure you have a box of tissues handy.
As long as they aren’t being tested afterwards, people generally enjoy learning new and interesting things. So why not publish something that informs and educates? This especially holds true on educating people about the benefits of your product. For example, people may not want to read about how much more energy efficient your product is compared to your competitors, that comes off as too self-promotional. What companies should do instead is follow the lead of Schneider Electric, whose Energy University gives free educational tools concerning energy efficiency. Schneider Electric has created educational content for its customers and has showed that their company cares about energy efficiency. So while they avoid any shameless self-promotion, they also show the value they bring as an energy conscious company.
So what can we walk away with? Essentially, the people who are going to view your content want to be entertained, but more importantly, if you want them to share your content with others, you have to create something worth sharing.
Source: Fast to Create