Join Dayna Rothman for an in-depth discussion in this video Understanding your audience, part of Content Marketing: Slides.
- One of the keys to creating a great presentation is to understand your audience. Knowing your audience is the key to effective presentation creation. While your content may resonate with one audience a different audience may be lost, confused, or irritated. So it's extremely important that as you're creating your presentation scripts and your slides that you take into consideration all of the different audiences that might be viewing your presentation. And this does not only apply to just the content of your presentation but it also applies to the visuals you use as well on your slides.
However, there are two universal truths when it comes to creating great presentations. People want to be entertained, you have to make sure that you're keeping your audience's attention and that takes into consideration who they are and what they might think is amusing or entertaining. And they also want to be educated. Don't forget that chances are if you're giving a business presentation you're doing it for educational reasons. Make sure that your presentation has lots of key takeaways and best practices for your audience to use right away.
So what are some questions that you can ask yourself to help determine who your audience is and what you'll put in your presentation? Consider asking yourself, Is my presentation internal or external facing? You'll be creating a different presentation for internal executives then you would be if you were presenting to an external audience. Is my audience made up of executives or practitioners? Are you presenting to colleagues or are you presenting to more C-level CMOs or CEOs? What industries make up my audience? You might be presenting a different script to an audience of marketers versus an audience of insurance agents.
Is my audience made up of industries I know or new industries? If you're presenting to an entirely new industry you might have to go out and research and I definitely urge you to try to attend some presentations that have already been presented to that new industry. How much do I know about my audience? Does my audience like humor? Do they prefer a more direct presentation style? A lot of audiences like different ways to present information so by testing you'll be able to determine how exactly your audience likes that information being presented.
Does my audience prefer engaging visuals? Do they prefer charts and copy? So these are all various questions that you should ask yourself before you set out to create your presentation. Don't know the answers to all of those questions? That's totally okay. You can always test out different approaches over time to see what works. The first step to creating an effective presentation is to think about who you are presenting to. Now, before you get ready to create your next presentation sit down and think about your audience and what they engage with.