Capturing your audience’s attention in today’s fast-paced culture means you’ve got to use tactics to help you stand out amidst the constant barrage of content and noise. One tactic being used successfully nowadays is infotainment. It’s arguably one of the best because if there’s anything the Western world loves, it’s consumption and entertainment!
What is Infotainment?
Essentially, you’re combining information and entertainment to engage your audience and inspire action. Think of it like the one-two-punch combo. Using infotainment means you can distill complex information and present it to your audience in a way that’s simple for them to understand and fun.
You can use infotainment to help make dry or techie info more accessible so that it resonates with a broader audience. Many businesses now use infotainment to provide a unique and memorable experience for the audience, cutting through the content marketing noise. You can too! The one below is the key reason to consider working infotainment into your content marketing strategy.
Infotainment Inspires Action
If you want your audience to act on something, using infotainment to inspire that action can be quite effective. When you offer your audience valuable info in a fun and engaging way, you can keep them around longer, improve engagement rates, and increase brand awareness. When that happens, sales increase too. The Content Marketing Institute estimates that roughly 73% of B2B marketers use some content strategy, and we expect infotainment to continue to dominate within the content marketing space.
Using infotainment as part of your content strategy allows you to offer your audience something valuable and memorable. It gives them a good reason to engage with your content and, even better, share it. People like to share amusing things! You can also use infotainment to help build trust and credibility, just like any other content tactic. The only difference is you’re providing the information in a way that snags and keeps their attention while giving them a sense of enjoyment.
How to Use Infotainment for Content Marketing
Implementing infotainment in your content strategy can be simple. Below are a few tips to get started:
Know Your Audience
Just like all other content, you’ve got to know your audience. You should know their interests, preferences, and pain points. You can then use that intel to create content you know will resonate with them, tailored to their needs, and up the chances of them engaging and taking the action you want them to take.
Choose Your Format
You can use infotainment in various formats, like videos, blog posts, podcasts, social media posts, and infographics. The key is to, again, know your audience and use the format that works best for your brand. For example, if you know your audience is more visual, you might want to focus your time on social media posts with visual or infotainment videos and infographics. If your audience likes to listen or read, podcasts and blog posts may be a better fit.
Choose Your Lane
Another important consideration when implementing infotainment in your content strategy is the type of information you plan to present. It works best when you provide real value to your audience in some way, whether it’s tips and tricks, industry insights, how-to guides, or funny cat memes. Whatever the info you plan to present should be relevant to your brand and offer them something they can use or something that makes them feel good.
Tell a Story
Speaking of making them feel good, entertainment and information, when combined, often tells a story. Try using a narrative structure to present your content in a way your audience will remember and enjoy. Stories are strong tools to help you connect with your audience emotionally and get them invested in your brand and content. Frame your content within a story and pull them into your world.
Use Visuals
Visuals are also a powerful component of infotainment. Images, videos, and graphics can all illustrate your information and make it more interesting and consumable. Visuals help break up chunky blocks of text so that your content is more readable and appealing and helps distill complex info into a more digestible and easy-to-understand format.
Keep It Simple
Like most content, infotainment should be easy to grasp unless you’re talking to a very technical crowd. Skip the techie speak, jargon, and complex words that could turn someone off. Instead, aim for language that’s clear, concise, and simple. Remember, the goal is to make your content as accessible as possible, so your audience can quickly grasp your main points.
Measure Your Results
Always be sure to measure your results when you use infotainment as part of your content strategy. Use tools that can help you track engagement, shares, and other metrics to get a good idea of what content is landing well and what content you should scrap. Tracking and measuring lets you see where you need to improve and what is performing well, so you can refine your methods and get even more effective as time goes on.
In addition to the tips we’ve mentioned, a few more things to keep in mind are:
- Make sure your content is shareable. Make it easy for your audience to share it on social media, so you can expand your reach and push your message out to a broader audience.
- Be authentic and relatable. If you produce infotainment that feels disingenuous or forced, that can be a real turnoff. Stay true to your brand and values, and create content to align with them.
- Stay consistent. Make infotainment a regular part of your content strategy, not just a one-time campaign. Consistency helps build and foster a loyal audience.
There’s no doubt that infotainment is a powerful content strategy you can use successfully with some creativity, elbow grease, and commitment.
Just remember that infotainment still needs to provide value to your audience. When you combine valuable info with entertainment, you grab your audience’s attention, hold them hostage, inspire them to act, and ultimately drive new business.
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