Knowing your audience behaviour is key to creating content, says ABC’s Louise O’Donnell
Knowing the behaviours of your audience is the key to creating innovative content, Louise O’Donnell, head of strategy at ABC Digital Network, said.
Speaking at the PRIA National Conference, O’Donnell spoke of the challenges in “unifying the digital experience” and how to overcome them through her insight with ABC’s One ABC multi-year transformational journey.
Louise O’Donnell: “A challenge for traditional media organisations is you don’t get to start with a clean slate”
“Traditional demographics just don’t work at all, it’s all about behaviours, human behaviours and how people like to behave,” said O’Donnell, adding it is because “it is never just one behaviour that anybody is doing at a time or they may cycle through multiple behaviours”.
ABC Strategy Translation Service
“One ABC multi-year transformational journey”
the ABC is going to change
“…it’s all about behaviours, human behaviours and how people like to behave,”
It’s about behaviour
“… the conversation and storytelling is really important upfront and being open to engaging people [is] really really important, being really patient and understanding that it’s going to take a long time to get this to happen [and] not losing sight of what you are going to do, you have to keep going regardless”
good content isn’t easy