As VP of Client Marketing at Gunner Technology (my other “job”) I get to work with some big clients. One such current client is launching a television network.
As part of our research for this client, we discovered how people currently interact with television. Bottom line: it’s no longer a one-way medium. Today, while watching their favorite show, someone will sit with tablet in hand or laptop by their side. They’ll talk about a show with friends on Twitter and Facebook while they view it.
This trend behooves television networks to provide a place for these fans to discuss the show, and get others involved. However that’s only one part of the equation. With shows being a weekly occurrence, what about all that time in-between?
This is where prepping fans for upcoming content using additional content comes into play. Let’s look at an example.
One of the shows I watch on a weekly basis is Fareed Zakaria GPS, a show we’ve talked about before. While looking for a book recommended by Fareed (I tend to purchase a read a lot of books he recommends), I happened upon an excellent example of this concept, which I want to share with you today.
Here it is:
Let’s break this down.
#1: A Call To Action In The Headline
The first thing you’ll notice is the headline of the post: “Watch GPS: An unlikely defense of the 1%.” This headline has a lot going for it. It has a clear call to action right in the beginning, it hints at what you’ll be seeing on Fareed’s show, and it ties into a known conversation in the United States.
But why leave action up to chance? This is where the next item comes into play.
#2: Supporting Details For The Call To Action
After the attention getting headline there are a few paragraphs of summary content, complete with a link to external content. Before getting to the juicy details the headline is supported by details – the date and time to watch Fareed’s show. If you didn’t know what time to tune in, you do now.
The rest of the post is the good stuff – a small, teaser portion of Fareed’s interview with former Bain Capital Managing Director Ed Conard, about his book: Unintended Consequences (which I bought and will am currently reading).
Now the question you may be asking is this – does it work? Let’s look at #3 for the answer.
#3: Comments And Facebook Shares
This single post garnered 47 comments and 666 Facebook recommendations. Now we cannot know at this point how many of the Facebook recommendations came before or after the show aired (two days after the post was published) but regardless it got them. We can see though that the response was quite swift with a majority of the comments being posted between the publish date and the time the show aired.
Does This Work? Yes!
If you have a television show (or web show, or podcast) this is a great model for keeping fans engaged between episodes. Remember, out of sight out of mind. A little content repurposing goes a long way here.