King Charles and Ozzy Osborne are of the same age, raised in the same country, both wealthy and famous, and both live in castles. Will you be able to engage them with the same story told in the same way? Highly unlikely.
How would you tell a story of an economic crisis to this smiley girl in the photo? Would you do it in the same way you’d tell it to King Charles? Hopefully not.
In today’s ever-changing media landscape, it’s crucial for journalists to shift their mindset and start thinking like their audiences. The days of one-sided news consumption are long gone. Audiences now play an active role, demanding content that truly connects with their interests and concerns. As content creators, journalists must embrace this change and forge a deeper bond with their readers.
Let’s delve into why this shift is vital and explore five practical tips for producing resonant content and deepening audience engagement.
Know Your Audience Inside Out
Understanding your audience is key to creating content that resonates. Take time to research their demographics, preferences, and values. Identify the topics and issues that matter to them the most. It’s important to understand that the audience-first approach doesn’t mean “we’ll do it for teenagers, or 40+, or 60+” – these generalisations are meaningless.
The audience-first approach means having a more or less clear image of a person beyond age, gender and location. Think about their values, priorities, lifestyle habits, current fears, and motivations.
Be Authentic and Relatable
Readers appreciate authenticity. Share personal experiences and stories that your audience can relate to. By infusing your content with authenticity, you build trust and establish a genuine connection.
For instance, if you’re a travel journalist, share your own travel adventures, including both the highs and lows, to create a relatable experience for your readers.
Engage in Active Listening
Actively listen to your readers’ and viewers’ feedback, comments, and suggestions. Encourage dialogue and create opportunities for them to express their thoughts.
By acknowledging and incorporating their perspectives, you show that you value their input and are committed to serving their needs. Engage in conversations through social media platforms, online forums, or dedicated comment sections.
Embrace Multimedia and Interactive Storytelling
Engage your audience through various forms of media. Incorporate visual elements such as images, videos, and infographics to enhance your storytelling.
For instance, if you’re a journalist covering environmental issues, use compelling visuals to showcase the impact of climate change or create videos that highlight inspiring sustainability initiatives.
And don’t forget to diversify content formats. Some may prefer written articles, while others may engage more with podcasts, videos, or visual content. Experiment with different formats to provide options that cater to different learning styles and consumption habits.
By offering a personalised experience, you increase the chances of resonating with a wider audience.
Foster Community and Collaboration
Build a community around your content. Encourage readers to share their own stories, experiences, and expertise. Enable comments sections, conduct Q&A sessions, or host live chats where readers can ask questions or share their perspectives. By fostering a space for dialogue and interaction, you create a sense of belonging and deepen audience engagement.
Create opportunities for collaboration, such as guest blogging or featuring user-generated content. By involving your audience in the content creation process, you deepen their engagement and create a sense of ownership.
Remember, the key to success lies in continuously evolving and adapting your approach based on your audiences’ needs and preferences. By thinking like your audiences, you can create content that truly resonates and sparks meaningful engagement.
If you want to see for yourself the difference that the Lovinfilm PRO’s experts, who are all former BBC journalists and editors, can have
on your company’s audience engagement and digital transformation, feel free to get in touch.
