Speakers, are you creating content that’s likely to be shared? Here are 3 simple content sharing appeal ‘after the fact’ tests you should regularly assess:

• How did your audience feel about what they heard?
• What did they remember? And
• What actions did they take subsequently?

And if you want to up your results on all counts – in addition, of course, to working on your speaking skills – take the trouble to dig into the recently published ‘The Content Code’ by digital marketing consultant, educator, author, and blogger, Mark Schaefer. Here’s why:

Although this book is about what it’s going to take for online marketers to break through the tsunami after tsunami of information being added, year after year, to the web – at a time where the ability to absorb more online has long since been saturated…

…Mark’s research, observations, and advice have many applications for your speaking too.

After all, you’re seeking to inspire and influence the same beleaguered, distracted, and frazzled audiences.

Plus, truth be told, the lines between where your communication begins and ends offline and online are not distinct; these days they need to be joined at the hip, seamless, and integrated for greater impact.

And without stealing any of Mark’s thunder in our expert interview today (or indeed his book, which I encourage you to put on your must read list this year), here’s a quick set up thought to ‘wet your whistle’:

Consider for a moment the best speakers you’ve ever encountered – men or women who connected with you at the highest level.

Now, here’s a question for you: Can you put your finger on the one or more things these speakers did that caused you to feel that way? What set them apart from the vast majority of speakers who simply didn’t or couldn’t light your candle?

Any chance some or all of the following notions appear in your answer – You:

• Felt they spoke to you, at a personal level
• Enjoyed the experience
• Were absorbed by the stories you heard
• Wanted to know more
• Believed the speaker cared about you
• Learned something that mattered to you, and
• Believed it was worth taking some action after the event

As an offline or online communicator, you want your audiences to feel all of these are true. And if they’re not, there’s a good chance your words may have a deal less impact than you hoped for.

But, what’s the trick to achieving this little lot?

Simple really. It’s about speaking to audience members so each and every one feels you are both speaking directly with them and for them versus broadcasting.

And your prize? Audiences with greater impulsion to be attentive, to recall, and to act.

In fact, not dissimilar to results you’ll likely achieve by following Mark’s Ignition plan advice online.

Enjoy today’s interview – it’s chock full of terrific insights. Thanks Mark.

Why People Share Content And Your Talks Must Have ‘Personal’ Appeal

Listen is as discuss:

• Why everyone need to think past attracting weak relationships
• A wake up call for all content producers as more oceans of noise come your way
• How influence has been democratised and what this means to you
• The elixir of being the signal instead of noise
• Why and where people share content and a worthiness test you need to apply
• How a fund raising success story proved the total folly of chasing gazillions of followers online
• Why you need to find and nurture your alpha audience
• The transformative power of sharing stories when nurturing relationships
• What Stephen Cronk did right when he gave up the fast lane to become the owner of a little winery in Provence in the middle of a recession
• A life lesson you can learn from the late leadership guru Peter Drucker (my favourite business writer of all time)

Content Marketing in the Future – What’s Your Take?

How have you changed your approach to creating and sharing content in the face of rising information overload and falling attention spans?

What has worked, what hasn’t, and what are the situations where the jury is still out for you?

Do you agree with Mark’s views on how business communication needs to adapt and what about his takeaway from my all-time favourite writer on leadership, Peter Drucker?

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