Creating Micro-Moments with Content to Increase Brand Engagement
By Nicole Neal, Communications Strategist, InVision Communications
When InVision identifies personas for B2B client programs, we look at the characteristics of a typical audience member—those with similar professional backgrounds and roles, and then uncover the distinctions that differentiate a persona from other audience members. Our goal is to create a communications strategy grounded in a nuanced picture of our audiences so we can better personalize and humanize the conversation.
The strategists at InVision work to define the unique and differentiated positioning or message, or series of messages, that will be meaningful to the audience groups that matter most at the moment to our clients – their customers, partners, sales teams, company leaders and employees.
Connecting our audiences to our brand messages invites an audience-driven narrative, recognizing that in most cases, our audience members come from different places. At the receiving end of our content, we’ll find a diversity of roles, backgrounds, and perspectives, along with the nuances that drive their motivations and decision-making. All of which reveal opportunities to offer a complete content experience for our audience.
Meaningful content comes from knowing what brings meaning to our audiences. We can, of course, leverage the big content moment – the event, town hall, the company intranet post, a companywide email – to address everyone. To really hit the mark and the heart, adding in micro-moments that personalize content experiences for specific audiences creates moments of bigger impact.
Using what we know about our audiences, what four questions can we ask to shape information into the most relevant content?
Ask “who cares?”
Not in a snarky way, but with a genuine curiosity about who we most need to connect within this engagement. Who cares most about this? What group is the most important to engage with? Who does this information affect most? Who will be our biggest champions? Who needs to do the most important work coming out of this engagement?
What’s the most meaningful takeaway we need the audience to come away with?
If the takeaway is to “drink more Ovaltine,” what micro-moments would we create if we knew that 75% of our audience never tried Ovaltine? A video of the tasty product wouldn’t be as meaningful as a sampling experience. Defining a meaningful takeaway helps to focus our message and build a content experience around that key takeaway. At the end of the day, the goal is to ensure that what we talk about inspires an action – more brand engagement, more sales, more loyalty, more confidence or more community, to name a few outcomes. To help bring more meaning to the content experience, consider interviewing key audience members or include them in the planning to ensure that the content we’re bringing to them truly resonates.
What does the audience care least about?
Just as important as the priority takeaway is knowing what won’t resonate so we can prioritize and fine-tune content. If we’re developing content for strategic senior leaders, we can most likely prune out day-to-day tactical details and focus more on the high-level roadmap and intended results. This consideration is also important in inter-cultural communication, i.e. what resonates in the U.S. may not fully resonate with other international audiences, and communicating across diverse generational, gender and racial groups.
What kind of content does our audience like?
The 2018 State of Attention survey, conducted by Prezi, revealed that the key to engaging content is a compelling narrative combined with stimulating visuals and dialogue:
This is about tailoring content for maximum absorption: on average, audiences retain 50% of what they see and hear, 70% of what they say and write, and 90% of what they do. This opens the door for video storytelling, engaging events, and tactile content experiences as we work to bring content to life from one moment to the next.
Now that we’ve prioritized and created engaging content, it’s worth mapping out where we’ll use this content to interact with our audience, using a variety of relevant voices across the many channels available to us to create a well-rounded audience engagement plan. This includes a combination of in-person events, e-communications, visual and immersive experiences, web-based communities and other audience touchpoints that we can use to deliver our content over time.
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Each of these experiences opens the door to measuring the relevance and impact of content micro-moments, and most importantly, creating meaningful relationships with our audiences.
Are you ready to take your content strategy to the next level? Contact firstname.lastname@example.org to take the next step.