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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

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”.

“One of the bigger challenges for traditional media organisations at the moment is that you don’t get to start with a clean slate and just create the experience that people want today, you have to re-invent what you have, maintain that as you create a new way of experiencing content into the future.

The strategist reminded the audience it isn’t about the platform that you are using, it is about how you deliver content through that platform, saying: “Think about your story first, then your audience and then your channel”.

O’Donnell said breaking down traditional storytelling is the heart of the transformation, advising companies to be patient and keep sight of the goal.

“To anyone who wants to try this, 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”.

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