Content That Listens
by Karen Schenk
Have you ever caught yourself speaking to your computer? I have. As I read a news story or listen to a media clip, I’ve often commented and sometimes even argued a point. I know I am not alone in this. People are ready to engage with their information in a whole new way.
Internet usage has shifted dramatically. Initially the Internet was primarily an information-driven experience. People went online to find answers to specific questions. Where is the closest Starbucks location? What is the capitol of Benin? Today, the Internet experience is community-driven.
Users want to participate, they want to belong. In addition to getting information they want to be heard. Knowledge is no longer enough; today’s Internet users want an experience. Previously users were content to just sit back and read. Now they want to actively participate through discussion and user-driven content. It’s time for content that listens.
What is content that listens?
Content that listens opens a door to community. Whether through feedback links, chats, commenting or other forms of mentoring, content that listens begins as content that starts a conversation. It’s similar the difference between a lecture and a discussion group. In a lecture, only the expert gets to talk. In a discussion group, questions are valued.
Content that listens does the following:
- Stays timely, addressing the topics people are excited about today
- Provides ample opportunity for comments
- Pays close attention to the audience and the issues that are close to their hearts.
- Creates a safe environment where differing opinions can be shared in a respectful manner
- Is about the audience and for the audience, not just directed at the audience
- Stays short and focused
- Is fluid and dynamic even while the central message does not change
Content that listens is important because it creates ministry opportunities Content that discusses culturally relevant issues can draw people into your sites. This is especially easy to do in blog posts, but can also be done with articles. Include buttons that link to mentoring, chat and other ways for your audience to talk to you.
When every page on your website says to your audience “we want to hear from you about the things you care about” people will connect with you in their areas of need. This leads to tremendous ministry opportunities and opens the door to come alongside people, encouraging, resourcing and equipping them. There are three simple ways to create content that listens:
- Write short and easy-to-scan text about topics that people may care to discuss further. Take an angle that stimulates engagement and steer away from writing in a report format.
- Use multiple methods of delivery such as text, video, audio, and SMS. Interlink the delivery methods with one another. Provide many choices and keep the communications short.
- Provide a variety of interactive opportunities. Encourage people to comment in a blog, respond on a discussion board or to send in an email or prayer requests. Connect these response to one-to-one mentoring through email mentoring or blog mentors. Provide related online studies for further discussion.
The Internet is not a one way street. Create content that listens, listen to the responses and you will be amazed at the community you can create together.
2 Responses to “Content That Listens”
Leave a Reply
December 21st, 2007 at 12:59 pm
I love the direction you are taking with content that listens! Thanks for listening!
April 10th, 2008 at 5:50 pm
[...] Previously users were content to just sit back and read. Now they want to actively participate through discussion and user-driven content. It’s time for content that listens. [...]