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Hello, hello, welcome to day five of Flash Briefing February. I'm Peter steward. And together with Susan Cooper, we are your hosts for the month of February for Flash Briefing, February. It's a day by day step by step guide for the skill set, the mindset and the marketing, for building a better briefing. Already, we've been talking about what a Flash Briefing is, how it's used, how it works. Also, yesterday, we talked a little bit of kind of tech tips, you can still see all of that information on the page, which hopefully is going to be really, really useful. And tomorrow we're going to be talking more about naming your show because that's really important. And a few days after that, we're going to be talking about coming up with a logo for your show as well. And it's not just about audio. It's not just about sound is about the whole package. That's what we're going to be bringing you over the course of these 28 Days really, really important stuff, the whole package. But today tell you a little bit about content and Suze's both of us know more than a little bit about content for audio productions don't wait because my background in presentation and production for big media firms.

Yeah, that's right. So, you know, I've worked with in commercial radio building kind of news packages and different things. And also at the moment I'm working with the Evening Standard, where we're creating news package is the can be have UC system. So as an alum that I'm hoping I can share with people who want to create Flash Briefings to ensure that their briefing it sounds as good as it possibly can. All the kind of production stuff, the creative ideas, stuff, all kinds of things that I'm sure you know, people can kind of come to us and ask their questions of us really.

Absolutely. So we're going to be drilling down a bit more into how you come up with 300 and 65 days of content little bit later on in the course in a few days time. But first of all, let's just give you kind of a a nice overview of the kind of content, that kind of why you should be thinking about what you're going to be talking about. Now, first of all, it shouldn't be advertising. I mean, apart from anything else, because all of this is opt in audio, who's going to be opting in to listen to an advert every day? Yeah, it's pretty unlikely, isn't it? So what you've got to be doing is be giving content of value. Maybe you're solving a problem or answering a question, maybe you're entertaining, you're certainly informing, perhaps you're coming over as a thought leader, things like that stuff, which is useful, and content, which is engaging as well. But I suppose really soon as the key thing is coming up with your target audience, who will be interested in what it is that you want to that the information you want to impart to them. And the question They could be asking amongst themselves what they want the answers to coming up with that target demo is really important.

Yeah, it really is. And I think, you know, it's one of these things that marketers grapple with all the time is understanding and knowing that your target audience, and you really do need to know who it is that you want to be listening to your Flash Briefing. And once you've got that idea of that person, then you should be able to understand their likes and their needs and the questions that they might have around the topic that you're going to be Flash Briefing about. And that's the kind of added value content certainly social media mark. Anyone that's that's kind of touched on that kind of thing before creating the adds value to people rather than just giving them a real salesy, knock them over the head by my stuff message. So it is about coming up with those extra pieces of information that will just keep your company and your brand kind of front of mind as And when something related to what they might sell kind of comes along. And you know, Flash Briefing is great at doing that, because of the frequency of it being there daily and people listening to you daily, they're getting this constant little reminder of what it is that you might be able to help them with. But yeah, it's definitely not the hard sell. Certainly, you might want to add a call to action somewhere at the end where you might want to point someone in the direction of a product or a web page or a download or something like that. But it's not about going out there and and and beating people to you know, over the head with your app. tising we've got quite a good example Flash Briefing and might be used in this way to add value rather than advertise.

Absolutely. I like that add value rather than advertised as a I'm going to make a note of that was my pen. So maybe You're in the real estate business, the estate agency businesses, we would say here in the UK, house sales, for example, working in a community and of course, you should really be part of the community anyway, as as an estate agent, let's use the the UK vernacular for that particular profession. So what could you be doing? If you were an estate agent? As far as a Flash Briefing goes? Well, you know, what, if you were just reading out a list of properties for sale, I really don't think people are going to be opting into that. Or if they are, they're not going to be listening for very long because presumably that then find a place and then they're going to stop listening. So that's not going to be adding much kind of value is it? However, if you provide content of value, which is entertaining, which is informative, reflecting the community where you work that you serve, then people will be listening to you for longer so what kind of content Could that be? Well, if you're working in an area, what about super local news service, you could be talking about maybe a new housing development that's going up, you could be talking about how good the local school is that it's just increased these grading with the local inspections, you could be talking about things that are happening maybe at the local hospital, all of which people are really interested in knowing if they are planning on moving to your area. You could also be talking about maybe the local fairs and fates, the local sports teams and so on. It will be talking maybe about a shop that's moved into the high street or into the local shopping centre. All of these things are kind of information that people are going to be interested to know about whether they're going to be moving to the area or they're going to be moving within the area. And of course, if you've also got people who are moving out of the area, then they are going to want a local company which is going to be representing them to sell their house. So how does that work? If you're talking about all of that kind of information. Let's face it, you could also be talking about garden maintenance, house maintenance, DIY, things like that local weather forecasts. Yeah, you become part of the hub of the local community with all of these kinds of information. you're offering content of value. You're building a relationship with your potential customers. And when someone does want to move, who they're going to go to, are they just going to go to the equivalent of the Yellow Pages and kind of run their finger down? I don't know. Never heard of them might be quite good. I don't know. Are they going to be going to the people who've already been giving them free content of value, day after day after day after day for the last several weeks, months? years? I think it's probably going to be the latter, isn't it? Particularly if they've built a relationship with a certain presenter, a particular person who is representing that brand representing that business so they can go into the Go into the shop, go into the estate agency business and ask for john or George or Paul or Ringo or whoever it happens to be that they've been listening to on the Alexa Flash Briefing. So build up a bit of personality, build up content, give stuff a value, so people can come to you a little bit later on in the day, once they've got that relationship with you. You don't know that they always will. But it's more likely they will, then they won't, if they already know like, and trust you. You wanted how long it was going to be before we used that particular phrase. And one more thing, Suze's that perhaps you want to touch on is listen to other Flash Briefing so you can get an idea of what you like about what other people are doing both their content, their style, the duration, the music, the logos, everything. Don't just launch straight in there. But get to kind of put your toe in the water and see and feel what other people are doing what you like and don't like about that.

Absolutely. Do your research and look around and see, you know which areas don't have a Flash Briefing, you know, see who your competitors might be, with whatever subject it is that you come up with. But also, you know, this is an area where you can be really super, super niche, and you can really target that little known hobby or skill and that little known area of interest and really provide something really, really useful to the people that are going to be opting in and listening every single day. You know, it's not about building a massive audience and catering for everyone. It's about having engaged listeners, and if you only have say 100 people listening every day, you know, that is but there are 100 engaged listeners who really, you know, really benefit and take your content and run with it, and then potentially will maybe buy from you or download more than having hundreds of thousands of People on your stats....