How do you create content that gets an audience to go from unaware, to caring, to sharing?

This is something I think about a lot,

and something I’ve been thinking about for years.

When I was marketing for highly technical software products, I was thinking about how to help the business buyer care about a technical solution they didn’t fully understand?  I was messaging to very busy executives and salespeople.

Today, I think about how to create content for the online realm to people who are also very busy and very distracted in their daily lives.  

Much of the content I’ve been producing has been focused on social change and technology innovation.  In both cases, the audiences I target have not been necessarily searching for this content.  Yet, once they discover it the content touches their lives in some way.

Basically, I have been looking for ways to get people to both discover and to care about something they weren’t aware of in the past because it is content that can make a difference in the audiences lives.

There are three steps to take to create video content that people will find, watch, and moreover inspire people to care and want to take action.

Here are the components I look at when finding a video content strategy that will be designed to make your audience care:

  1. Examine your audience and the audience matrix

  2. Create a bridge into your message

  3. Position the video for discovery

Over the next three blog posts I’ll dig into each of these steps.

For now, I want you to think about what you most want your audience to understand.  What is that one thing that if they realize, they’d be compelled to take action?  And what action do you want them to take once they are inspired?

Let me know in the comments section below your video goals and stay tuned for Part 2 of VIDEOS THAT GET PEOPLE TO CARE—BY DESIGN.

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