Content Creators (Part 1): Including Without Excluding

YOU MIGHT BE EXCLUDING SOMEONE WITHOUT EVEN KNOWING IT

Every radio station, show, podcast, or even video channel has a target consumer in mind. One challenge is learning how to connect with one person versus an “everyone” approach. Another challenge is trying to figure out how NOT to exclude someone who’s not necessarily in the target audience.

FILTERED CONTENT

Content should always be filtered through the lens of the desired customer or proven fan base.

For example, brands which are targeted at parents and families would filter content through that lens. However, you can make a very huge assumption when you become too specific. For instance, the person on camera or behind the mic really shouldn’t say, “Here’s an idea to do this summer with your kids.” That assumes everyone listening has a child. Consider this instead: “Here’s an idea to do this summer with the kids in your life.” Broadening out covers all types of kid relationships, including own children, nieces & nephews, grandkids, single adults with younger siblings.

HERE’S THE TAKEAWAY

The key is learning to be inclusive without excluding anyone, especially if your goal is to build mass appeal and grow an audience in different age ranges. And for the love of everything, please convince those making videos to stop saying, “Hey guys!” at the beginning of every video.

NEXT WEEK: CONTENT CREATORS (PART 2): CAMERA POINTED IN WRONG DIRECTION

After spending 25+ years working at some really great radio stations, Todd launched a coaching and consulting business, Beyond615.com, on March 15, 2021. There he strives to help others build confidence so that they can connect on a deeper level. He also serves as the Contemporary Christian Format Editor at AllAccess.com. He and his family live in the (615) area code, aka the heart of the CCM industry