Early in my journalism career, I applied for a section editor position at a national magazine where I worked. The section editor was responsible for following trends, fads and news, identifying the types of articles that would be written for the section, pitching them at the weekly story meetings, and assigning and editing articles. I thought it would be a good step forward in my career.
During the interview for the job, the senior editor asked me what I thought was more important – understanding which topics our readers wanted to see or going with what I thought we should write about. To me, it felt like a bit of a trick question. While this role demanded that the editor have a clear understanding of what was going on in the world relevant to the areas that the section covered, understanding what our readers wanted seemed crucial to the success of the section and for the magazine overall. And I said so. The senior editor smiled, made a note, and we moved on to other areas of responsibility.
It turned out that I didn’t get the job. The editor told me that he thought I would be happier working as a writer rather than an editor and he wanted someone who had a bit more experience than I had, at that point. He also said that out of the 20 or more seasoned, talented, experienced journalism professionals he interviewed for this role, I was the only one who said that understanding what our readers were interested in was a priority. All of the others got it wrong – they thought they knew better about what their readers would like. He told me to hold on to that attitude and that it would take me far. And I took that advice seriously.
Here at AHA, we have recently been taking a deep dive into creating engaging content with several of our clients. And before any content creation (written, audio or visual) is undertaken, we take three important steps to ensure that what we produce will be relevant, engaging, useful and timely.
Understand Your Stakeholder Group, Target Market or Community
The first step is to understand who you want to engage – who do you want to inform, connect with, update or start a conversation with? Defining your audience is crucial and fully understanding what they are interested in; what their perspective is; what – if any – their bias is; and sometimes, depending on the subject matter, understanding their hopes, fears and dreams are all important too.
There are many ways to do this and social media provides us with a communication channel that makes it easy to see how people are feeling about ideas, products, trends and organizations. It’s not always easy to embrace the criticism or negative feedback, but it is always valuable.
Research How They Consume Information
You will use different communications vehicles or social networks, depending on the audience you want to speak with. It is important to identify where your stakeholder group, target market or community spends time online. Is their demographic active on Facebook? Is Twitter their medium? Is YouTube their favourite place to learn more? Where do they go to get information, to be entertained, or to join a discussion or conversation? Discovering how they consume information is also about what mediums they prefer – video, podcast, article, short blog post…
There are times, depending on who it is that you want to engage, when you may need to create more than one type of communications piece to share your information or message. It may be a blog post, a photo essay or a video series. If your stakeholder group is diverse, it is important to share information in different formats so that you will reach as many people as possible.
Identify How to Share Your Content in a Way That Best Meets the Needs of Your Stakeholder Group
Once you understand the needs, demands and expectations of your stakeholder group, target market or community, then it is time to put together the information that you want to share in a way that will be most appealing to your target market. This has to be done in an authentic, respectful manner. You can’t just wrap bad news up in a pretty package and hope that no one will notice. In undertaking this important step, it is crucial to put together an information package that a) reflects the culture or habits of the community you are speaking with; and b) is produced in a way that will encourage consumption of the information.
Making sure that you balance what you want to share with the needs of the people you want to engage is key. We still see some organizations pushing out information that their target market doesn’t find interesting or doesn’t care about. There is no value in creating content if it isn’t going to be of interest or appeal to the people in your target market.