The new challenge for niche publishers in this multi-media, multi-channel world is not about their message out, it’s about getting their message in. How do you get totally swamped readers, customers – even your own colleagues – to take time to engage with you? What really works?
We recently caught up with media experts Debra Jasper and Betsy Hubbard to find out what digital strategies are working well in this dizzying media age. Here are their insights:
Niche Media HQ: What are 3 strategies that niche publishers can use to increase audience engagement?
Jasper & Hubbard:
“The average attention span today is eight seconds. Eight seconds. That doesn’t mean people won’t tune in longer, but they are making snap decisions about whether your content is worth their time. So the most effective strategy for creating engagement is learning to craft short, visual, informal content that’s easy to take in. Sounds simple enough, but it often takes a willingness to rethink everything you’re doing. As the former directors of the Kiplinger Program in Public Affairs Journalism, we spent years helping long-form narrative writers and producers – at CNN, 60 Minutes, The Washington Post, Los Angeles Times and other top newsrooms – learn how to tell stories using new technologies and approaches. It’s not easy – you sometimes think, “what can I possibly say in a 140-character tweet?” But as it turns out, quite a lot. [Read more…]