Valuable content: How to be heard in a world full of noise

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What You’ll Learn:: 

Did you know that asking your fans for “likes” on Facebook is a bad idea?

Why? Because Facebook knows whether someone who clicks “like” has actually done so without seeing the video, and if they’ve liked you without viewing your video, that hurts your credibility with the social colossus.

That means asking for likes is a bad idea. But what’s the alternative? Can’t there be a simpler way to get people to admire your content—and absorb your message?

In short, yes. Join Andrew Lennie, and you’ll learn:

  • The nature of value. What is it, and how can you provide it?
  • What value are you adding for the user?
  • A primer on best-value practices
  • You've got good content, but now you need a headline.
  • How to get fans to look at your routine stuff
  • 5 things you must do to write a better headline

Find out the three rules of value, and how to add value to routine content. Want lots of people to engage with routine content? Open your goodie bag and let Lennie dump in a bucketful of brilliant tricks and treats.

Can you wrap routine content in better wrapping paper that makes it way more interesting and more clickable? Yes! Find out how.

Learn about adding value through historical context and subject matter. And discover the value of pictures.

Text and oral presentations are not only less efficient than pictures for retaining certain types of information, they are way less efficient, Lennie says. If information is presented orally, people tested 72 hours after exposure remember about 10 percent. That figure goes up to 65 percent if you simply add a picture.

From a goofy Dollar Shave Club video to a Johnson & Johnson commercial that reassures new moms (“Did they mention baby wipes?” Lennie asks. “Did they mention powder? Did they mention shampoo?”), you’ll see an analysis of content that gives value to viewers and readers.

Sure, Facebook’s a disappointment for a lot of organizations. But quit grumbling about things you can’t change. Do better today. Get started with Ragan Training.

May 2014

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Presenter bio: 

Andrew Lennie is a senior producer with WGN-TV in Chicago. He develops WGN's social media tactics and strategy, manages accounts on several social platforms, and works with on-air talent to increase engagement.