There is no divine right to attention
Mark Amtower
GovCon influencer and preeminent LinkedIn strategist offering the BEST in-depth LinkedIn training. I help consultants and contractors build SME positions in the federal market. Author, speaker, podcaster, consultant.
Part one: Creating a platform and engaging an audience
When I am advising small contractors on building a network and an audience for their (soon to be) content program, I have to tell them that building a network, especially an audience for your content, takes time and patience. Audiences do not generate spontaneously.
Regardless of the type of content, there is no divine right to attention. When you publish a blog post, press release, or news on a contract win, an audience does not magically occur. Building a relationship with your audience and earning their ongoing attention is a never-ending process.?
Whatever you post - articles, videos, contract announcements - it should be germane to a defined audience, people you need to know and who need to know you. Your content needs to focus on the primary area of expertise you bring to the market.
The two main reasons for posting are to showcase your expertise and to build an audience, right? So when you post, make certain you focus on a single topic and make your point succinctly. If you take too long to get to the heart of the matter, you will lose the interest of the reader or viewer.
Verbosity is your enemy. The “word-per-idea ratio” must be tight, Too many people not versed in content creation get caught up in long intros and too much explanation.
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The article or content should be short, sweet and to the point. This is not to say you shouldn't have a distinct point of view, maybe employ a little humor as long as it does not detract from your main point. But to keep the attention of today’s business audience you need to deliver something of value quickly.
As you grow an audience your content may be a little longer (but not much) and start to have a stronger point of view. However, it still needs to focus on a single idea.
Foremost, you always need to respect the time of those reading and viewing, not become too self-indulgent.
Make your point, be succinct, and start growing an audience.
Not that I have an opinion.
Connecting Industry & Government Through Events & Thought Leadership
1 年Amtower Law # 6 - one of my favorite Amtower epiphanies!
30 years focused on enterprise content management - OpenText Content Manager \ Micro Focus Content Manager (MFCM) \ TRIM \ IDOL. Top Secret security clearance, CAC, Security+ (Plus) certification.
1 年Mr. Neil MacDonnell sugested I visit you on LinkedIn.
Award-Winning GovCon and Technology Marketing Leader- Serving the B2G and B2B spaces. Marketing Director at SolarWinds where we help our customers gain productivity and performance with simple, powerful, secure IT.
1 年Always great stuff from Mark Amtower!! This bit particularly was a great reminder - "But to keep the attention of today’s business audience you need to deliver something of value quickly."
GSA OASIS Plus Nerd | Co-Author: Government Marketing Best Practices 2.0 | Corporate Development Service Provider | AFCEA International Board of Directors
1 年What I like most about this post is the use of the word 'patience'. It's so true that it takes time to build an audience. I follow folks for many reasons, but all have to do with a need to know what he/she is saying because of their consistency in posting information that is relevant to me and to my business.
Marketing and Publicity Intern @ HarperCollins | Digital Marketing and Social Media Freelancer | English Student
1 年Very well said!