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Who is reading what now?

By Mary Klest, IWPA Member

Reaching an audience requires more than good content. Google searches can be manipulated using smart code and keywords. “It’s important to let search engines know what you have. Content needs to be tagged right,” said Janet Castro, guest speaker at the April IWPA meeting.

Content may be separated from form and brand, packaged for an intended media. For example, attendees at the Sundance Film festival viewed a 30-second movie on a cell phone. Castro asks, “Who’s going to look at this? How are they going to use it?”

The traditional pyramid lead is now inverted. There are many doorways to a story. Photographs, headlines, searches, feeds, are all ways to intrigue an audience. “The art of it is always giving the audience choices. It’s no longer a one-way conversation.”

Once readers are interested, they need to be engaged. Castro encourages writers to look for alternative ways of telling stories. She suggests digging deeply, uncovering layers of a subject and building content that crosses platforms. Examples may include the question and answer interview, sidebars, podcasts, or video. “It’s hard, but all journalists need to be continuous learners.”

Question: “Where are the advertisers going?”

“The WEB. They get instant information about who sees their ad. Activity is easily measured. The WEB also gives them more ways of interacting with audiences.”

Question: “What about us old dogs who can still learn new tricks but are living in a world of puppies?”

“You can do it. Take classes. Learn from videos on the WEB.” Castro believes every professional needs a presence on the WEB. Every company needs WEB communications and it’s a great time for freelancers. Understanding an audience is a tremendous asset to leverage.

“Communication is changing. In 1993 about 75% of business calls were one-way. Text messaging offers a new path for interacting. Columns are turning to blogs with a wide or very select niche market. Information is available by ZIP code. The role of local newspapers is diminishing but real, local voices will be heard. The power of a voice can spread like wildfire.”

She encourages writers to engage their neighbors whether they are housed next door or continents away. “It’s a different world made up of a cacophony of voices.”

“I enjoyed listening to her talk about pulling in an audience,” said guest Janet Singleton.

IWPA member Grace DuMelle said, “I liked her description of us being continuous learners. She’s positive about the future and I like that.”

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