Addictive content isn’t exclusive to big-money Hollywood hot shots – it’s thought up by people who know what they want to do and how they want to do it. You can be one of those people.
In this three-part video series, Dave Hennessy tells you everything you need to know about creating content that your candidates crave. Each video contains essential pieces of the puzzle, so get started with the first one here.
Part One: What Makes Content Addictive to Viewers?
Addictive content creates a strong need to regularly have or do something – you want that “something” to be your content. Look at some popular examples of addictive content.
House of Cards gained wild popularity for plenty of reasons: it’s smart, it’s got lots of drama, and it’s got big names. Mostly, though, it’s all available at once – making its cliffhangers much more effective at pushing the viewers to see what happens in the next episode. It gives the viewers what they want, and it makes it easy to satisfy that want.
BuzzFeed creates viral content seemingly every day – that’s because it knows what its audience wants. What’s more, it has an extensive knowledge of its audience and segments its content according to very specific experiences. Content people can relate to is much more likely to perform well with the intended audience (i.e., general stuff doesn’t work).
Serial captivated listeners with its true-crime, real-life dimension. It broke through the clutter of listening to someone tell a story and involved the listeners by encouraging them to assist in the case. People don’t want to be talked at – they want to engage.
Below, part two of the series talks about the specific elements of addictive content and why they result in addictive content like the three examples above.
Part Two: Elements of Addictive Content
You’ll need to ensure that the content you create includes all of the elements below if your content is to be addictive to your audience. These elements establish your content in the mind of the consumer:
Consistency – Your content should be posted on a regular schedule so that you can gain a loyal following. Your audience will trust that you are serious in your content if you keep a regular posting frequency. You should also make sure your personality, voice and tone are consistent throughout your content. People will come to expect a certain level of consistency from your content – inconsistencies will create confusion and send your audience away.
Transparency – Your brand isn’t perfect, and that’s okay. Candidates aren’t looking for an infallible company – they’re looking for a company that’s right for them. Give an honest, unpolished look at your company, and candidates will reward you with their brand advocacy and loyalty.
Authenticity – There’s no reason to create content that isn’t truly reflective of your brand or your employees. What and how you show your brand to the public is how it will be perceived. Ensure that it is a true reflection that will resonate with candidates.
Foreshadowing – Your audience will need a reason to stick around, especially if your most valuable content is still to come. Use cliffhangers or general teases to let your audience know what’s coming so they’ll know that the true value isn’t far away.
Relevancy – Talk about what your audience needs to know in the way that will resonate best. Sometimes that means trying the latest trends – sometimes it doesn’t. It’s up to you to make sure your audience is engaged with your content by keeping it fresh and on topic.
Other essential elements of addictive recruitment content:
- Brand Guidelines
These elements are essential for creating addictive content – use them as the foundation for the information Dave delivers in the final part of our video series below.
Part Three: Mediums for Your Addictive Content
You’ve got plenty of options for your addictive content, and it’s up to you to decide which, if any, are ideal for your audience. Start with video.
Video content is quick and simple, not to mention gaining popularity in 2015.You can host ephemeral content that goes live or stick with recorded content. You can choose to create content that requires basic editing skills or content that requires no technical knowledge at all.
Audio content, like podcasting, can be an excellent way to get your employees involved in your content. Record a conversation with a subject-matter expert in your company and put it on SoundCloud so others can listen to professional opinions in their industry. There are very cheap options for recording equipment that you can find with a simple Google search.
Conferences are opportunities for engaging content that often fall by the wayside. Create content that shows your brand as the forefront of your industry in an environment where industry professionals can see it (this goes for job fairs and other events, too). There’s no better place to engage than a meetup of people looking to engage – use it to your advantage.
Blogging can be easily achieved by setting up a WordPress or Tumblr page and having something important to say. You can blog about anything related to your industry – your blog should be a way for people to find out more about your day-to-day experiences as a professional.
What You Should Talk About (In Any of These Forms)
- Company Culture
- Work/Life Balance
- Events (work-related and community events)
- Your Employees
Addictive content is attainable if you include the proper elements and know your audience’s needs and wants. Use these elements and insights to kick-start your own addictive content. Check out more from @DaveHennessy on Twitter.