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Oprah-rize Your Marketing! Content Marketing Lessons Learned from Oprah’s LifeClass
The Ultimate Marriage of Edutainment and Engagement
During the run of her syndicated talk show, Oprah Winfrey captivated millions with thought provoking conversations and mind blowing giveaways. Now, with her OWN network well under weigh, she electrifies us again. Her LifeClass Series is an interactive conversation that literally brings the world together to learn how to live their best life possible.
Recently I noticed Oprah and I have a lot in common.
No.
I don’t have her kind of money…at least not yet (calling those things that are not as though they are)!
What we share is a passion to share our message or story in a way that ignites a conversation. All of us in business share this same desire. Love her or hate her, Oprah is a trendsetter when it comes to grabbing the world’s attention and igniting a conversation around her messaging.
We webpreneurs would be smart to take a page from her marketing model and apply the same elements to create attention grabbing content that gets people engaged, talking and buying.
Here are a few ways to Oprah-rize Your online content for the most attention grabbing action:
Classes: Oprah’s LifeClass is a 5 week series of classes designed to ignite a conversation to solve a problem or inspire enlightenment around various life issues.
Make a habit of separating your content into branded series. Think of your content as a television series that focuses on topics of a certain theme. Create a pilot to test your brand. It could be a 5 part article series, podcast or webinar. Whatever format you choose map out 5 relevant (preferrably juicy) topics and produce them for publishing.
Webcast: Part of the viral success of Oprah’s lifeclass series is her use of webcasts. The use of a broadcast that creates the opportunity for people to discuss and comment in real time is a powerful motivator for participation. It captures the magic of social media and creates a real time conversation where people can celebrate their commonality around life’s challenges.
Spark up a debate by leveraging social media for your next presentation. Step out the box of the typical ho-hum web presentation. The next time you hold a webinar or teleclass. Use social media to make it interactive. Most people are programmed to just show up and be fed information. So, be sure to promote the interactive feature of your presentation before hand so people come prepared to participate. Try making it into a contest where you giveaway an item or service to your most active participant. Since we are building to have Oprah like appeal, it may be necessary to do giveaways to get people excited about engaging.
Daily Life Work: Guided workbooks tailored for each Lifeclass locks in the learning for participants.
The more opportunities you provide for participants to interact with your information the better they retain what you’re teaching and the higher the possibility of making the sale. Try creating mini lessons or worksheets that allow people to lock in their learning as they follow along with your presentation. Or, use it as homework and reward those who complete the exercise with some valuable session or freebie.
Today’s Question: Continuing the conversation this is a cool tool that really shows you how engaged people are on the classes.
Although Oprah does it big. You could also use this feature by using polling & surveying to continue the conversation and publishing the results for your audience.
My Notes: This is a cool little feature that is Oprah scaled. But, allowing participants a convenient way to take notes of their learning is another way to stimulate engagement and learning retention.
There are a number of ways to leverage this. Your webinar software may offer some feature like this or you may direct participants to create a Google Notebook for taking notes. Ultimately people will use what’s most comfortable for them. But, what we’re going for here is creating a rich experience.
I hope Oprah’s marketing model inspires you as much as it has me.
What marketing lessons can you take away from Oprah’s LifeClass?
Feedback is the breakfast of Champions ~Ken Blanchard
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