Crafting Effective Content – Part I Gathering Talking Points

a. Know my audience. Start by audience-profiling. Specifically identify the following to create compelling content i. Demographic Information–age, background, gender, ethnicity etc. ii. Firmographic Information- sector, organization, department, designation etc. iii. Psychographic Information that includes information on attitudes, interests, opinions and beliefs

b. The setting of a presentation. It is the single most important factor that can influence the outcome of any presentation. One should only worry about the set-up of the room (both size and how the audience is arranged), time of day, temperature, external noises, type of space etc. Other factors such as who is our audience, their background and what they wish to hear manage themselves.

c. What do I want my audience to do, think and know (DTK)? What kind of information I want to provide, so that they will think what I want them to and then do as desired?

d. Start researching your content immediately. You need to sift through volumes of data, and then decide what information will serve your cause best. The more information you research the better. If the information is good, it will speak for itself. No point unnecessarily worrying about who the audience is and what they want to hear.

e. What data, information content will I need to present to meet my DTK (Do, think, know) objectives? Now that I have identified my goal, it’s time to chart my path or identify specific talking points. Here is where I should begin gathering data to meet my DTK objectives

Crafting Effective Content – Part I Gathering Talking Points

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