With the rise in popularity of video on the web, more and more people are consuming massive amounts of ‘content’.
CNN Money article Dawn of the Web Potato reports that ‘web surfing’ is over – and that looking at content takes up 47% of the typical Internet user’s time online.
What are the lessons for knowledge marketers?
- Know your niche – it is easy to find you.
- Speak to your audience about what they are interested in (as my friend and colleague Jon Ward says: “the secret of marketing is simple: it’s not about you.”)
- Find your voice (ahem – i still feel I have training wheels on).
- Distill your message – in this A.D.D. world if you don’t make it simple your customer will do it for you – and it may not be what you want!
- Think Video – and not just with a ‘movie’ camera – even Apple’s new software, Keynote (their answer to PowerPoint) has a direct export function to YouTube! Awesome for making a presentation with slides, moving images, audio, more.
- Share about what your customers love and hate – and what they know and what they don’t
- Beware the curse of assumption: “Oh they’ll already know that” or “They won’t be interested in those details.”
- Have fun – it shows when you are!