Is your audience burned out? Listen to your data
As audiences become overloaded during this crisis with messages from every organization they ever gave their email address to, comms pros must discern when consumers are tuning out.
In March, content marketing strategies at organizations and businesses across the United States screeched to a halt as we tried to assess the world around us and answer the question: What does my audience need from me right now?
Two months later, it’s time to repeat the same question for the sake of our employees who are working diligently and for our external audiences. The best way to answer the question is to look at the analytics.
For many public television stations across the country, where education is the backbone of what we do, the answer to “What does my audience need from me?” was digital learning content for homeschooling. My organization rallied to create parent-friendly online resources for all grade levels.
We also created COVID-19 programs for television and online, featuring local and state experts and authorities.
In order to market this new content, we shifted our priorities on social media and email marketing. We felt certain we were giving our audience what they needed during this crisis.
Then beginning in early May, we began looking more closely at the numbers, which told a different story. It told us our audience was becoming fatigued with our content.
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