What you want to talk about isn’t always what your audience wants to hear. Simple concept, but are we as marketers truly listening to what resonates with our audience?
At the January AMA Wichita luncheon sponsored by Koch Industries, Rob Carlton and Kaylan Gisi presented what approach they have taken at Koch Ind. to achieve this exact goal.
To earn their audience’s attention, the team developed their own in-house newsroom which took on a beat reporter mentality. Understanding what their target audience was already talking about allowed them to create focused content. Once the big picture was created, multiple pieces of micro-content were developed to further hone their messaging to various niche markets. The result was increased engagement and a shift in public perception.
Their final word of advice, experiment! The team acknowledged what worked and what didn’t. It’s what makes a professional a Professional.