embrace practical value

54% of social browsers use social media to research products

Research suggests that 54% of social media users use social media channels to undertake research. That is, they are seeking practical information – information they can use to make decisions. This serves to highlight the importance and power of practical value in determining whether a post will be engaged with or shared. The same is true for word of mouth in the offline environment – where information with practical value is more readily shared.

When I go to write a blog or produce a video on marketing, one of the first questions I ask myself is – ‘what action might each reader or viewer be inclined to take after reading or listening?’ While I recognise that many readers and viewers will take no action at all, for one or more of a range of reasons, my objective is to ensure that each post contains actionable information that can add value to the reader’s or viewer’s decision making. This is why my blogs and videos end with one or more ‘recommendations’.
Content with practical value might include:
  • Blogs with actionable recommendations
  • How-to webinars and video presentations
  • Interactive posts leading to specific action
  • Compilations of tips representing specific action
Research suggests that actionable content is better read and more frequently shared. Word of mouth also works more efficiently when it offers practical solutions to the issues confronting the target audience. It is, of course, important that the practical action is relevant to the audience and easily accessed.

RECOMMENDATION – Make your content as practical and actionable as possible – including specific recommendations for specific actions the audience can take.
D. John Carlson – +61 (0) 402 273 350



 – To be published in November 2020 – CLICK HERE 

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