Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
Blogs often proceed live venues for hosting content by: • Providing a well thought out concept and script prior to launching live streams and podcasts • Inviting comments often used to manage a live Q&A • Enabling simple edits without costly production changes • Providing a narrative backdrop for co-hosts and guest speakers to review in advance of the live event launch A major shortcoming of a blog’s textual content is the growing reliance on mobile viewing and continuous declines in audience attention spans. Podcasts. A natural progression for blog content is a podcast episode that provides a higher level of authenticity while filling time slots away from visual content access. Its major drawback is having to regularly schedule content and speakers. Unlike bloggers, podcasters don’t have the luxury of going on sabbatical.
COMMUNICATION MEDIUM
Visual
Text & Audio
BLOG POSTS
IMAGERY
PODCASTS VIDEO
emotions to the level of a photo. Similar advantages apply to graphic imagery like infographics that greatly simplify a reader’s navigation through an author’s point of interest. Images can also serve as pointers or trailers for deeper text-driven articles when audience attention spans hamper their viewing times. Videos. If a photo is worth a thousand words, then a video is worth 1.8 million words per minute (Forrester).
COMMUNICATION MEDIUM
Visual
Text & Audio
COMMUNICATION MEDIUM
Text & Audio
Visual
IMAGERY
BLOG POSTS
BLOG POSTS
IMAGERY
PODCASTS
VIDEO
PODCASTS
VIDEO
As shown on the next page, videos outperform text, imagery, and audio across most engagement metrics.
Imagery. A photo is worth a thousand words making a core message more easily comprehended and recollected. And as explained in an earlier section, the most heartfelt blog article can rarely evoke
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