From Video to Podcasts to Polls, Members Show Creativity in Engaging Audience

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All the world seems to be a video these days, and all of us merely players of it. Accepting that premise, I just found two well-done videos from Incisive Media, one introducing their events and another with Aimee-Lee Diedrick, their talent acquisition manager, talking very convincingly about working at Incisive.

Working on Member News this week, I was able to go through some websites and pick out a few impressive engagement features.  

· Start a podcast. New SIPA member The Northern Miner posts an entertaining weekly podcast for its audience. It's about 20 minutes long, starts with very catchy music and has a sponsor, the Yukon Mining Alliance. "This week we head to the floor of AME BC's Roundup 2017 conference in Vancouver, B.C., for exclusive Northern Miner coverage."

I also like how their editorial talent is introduced in the marketing copy on a first-name basis. "Lesley's geology corner heads to the Core Shack for a discussion with... Meanwhile, Matt sits down with the newly-elected Deputy Premier of the Yukon, Ranj Pillai..."

"This is a great chat, it's geology heavy and I'll see you on the flip side," Matt says, introducing the first interview. Well done.

· Interview your reporters. Connectiv member Crain publishes an engaging series of Q&As titled How I Got The Story. It's a real, behind-the-scenes look at top-rate B2B reporting. Last month, reporter Katie Burke talked about an article she wrote on the use of automotive technology to ease traffic issues in Denver.  

"A lot of times we report about things from the industry perspective, so this was kind of us stepping out by looking at the Colorado government and how they plan to use this tech to help its people, as opposed to the normal industry point of view," said Burke. It would be interesting to take this one step further and video the reporter.

· Create a video. Speaking of which, the Cabot Weekly Review, hosted by Mike Cintolo, is very professionally done and creates a slew of traffic for Cabot Wealth Network. (Also check out their beautiful new site.) The 11-minute long video uses stock charts to illustrate Cintolo's main points. The last time I checked, links to these videos "routinely get 1500-1800 clicks," Linda Vassily, VP of marketing, told me. "[The videos] are action and decision-oriented. Our audience is large and growing, and this is exceptional content."

· Post a poll. Business Management Daily runs a poll on their homepage. "Do you take on side projects outside of work to boost your skills," they currently ask. When you answer, it says, "Thank you for voting," and lists the percentages of all the answers. I was in the majority.

· Run sponsored editorial. In the B2C SIPA world, Jefferson Communication's Chesapeake Family has found a good niche running some sponsored content. The key here is that the stories—two sponsored by Annapolis Pediatrics and one by The Boys' Latin School—fit well into the types of content that Chesapeake Family excels at. The article, Strategies to Survive Raising Children in a Screen-Saturated World, offers sound guidance, mostly from the American Academy of Pediatrics.

CEO Donna Jefferson told me last year that besides being a revenue generator sponsored content can be like paid testing—a way to find topics your audience is interested in. "One local school expanded and had a new campus," she said. And they wrote about it. "That's not really what sponsored content should be. It was pretty self-serving. But a lot of people read it... So you never know. I never know sometimes."

Bracketology. It's almost time for March Madness. And while that means a whole lot of college basketball, it also means brackets with beers, songs, flowers, apples, endangered species and other, more businessy items.

Last year the Design Engineering and Sourcing Group of Connectiv member Penton wanted to find out which STEM (Science, Technology, Engineering, and Mathematics) kit, model, tool or toy got their users hooked on engineering as a career. Answers included erector sets, Legos, Tinker Toys, microscopes, Rubik's cubes, remote control vehicles, etc. (Legos won. Check out the brackets here.) 

Ronn Are you subscribed to the SIPAlert Daily?
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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…
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