When we arrived at the Music Box Village, people had already taken their seats.
The film hadn’t started yet but it was plain to see that the show had already begun. We were the actors and actresses, lovers and mistresses, dancers and revellers, dressed as Voodoo maidens and Rio Casanovas.
Coinciding with Valentine’s Day, the night was a tribute to the tragic love story of Eurydice and Orfeu. We were invited not only to celebrate their romance but to take part in their fabled fairy-tale.
Besides showing up in costume, the evening didn’t come with any instructions. So while the movie screens were still blank, my friend and I made our way up to an improvised treehouse.
There were lots of huts and hidden alcoves around the open-air venue and if you looked close enough, you could see instruments attached to doorframes, windows, walls and ledges. Little did we know, they would be ours to play at the end of the night.
So how did the Music Box Village turn a group of festive spectators into performing musicians? By following the three golden rules for immersing readers in your content:
1. Invite Them In
Although my friend or I had never been to this venue, the invitation told us exactly where
The only other explicit details were to dress up. Which helped because once we saw people in costume, we knew we were in the right place.
Try and do the same for your online community and give your content a way to stand out.
If people can’t find your tech video review, instructional webinar or latest podcast, then how can they watch or listen to it, much less immerse themselves in it?
That’s why the most important thing to consider when publishing your piece of content is, how will my readers and prospects find it?
Come up with a plan for sharing your content, whether that’s on social media, your own site, someone else’s blog or via a newsletter. And think about how you can use a combination of these, such as sending out an e-newsletter and posting it to Instagram.
It’s also a good idea to give your readers just a taste of the content like you are letting them in on a secret. That way they have to click through to your website or landing page to experience the piece in full.
Then they are more likely to explore other pieces of content and potentially sign up for one of your services (the ultimate goal!).
2. Show Don’t Tell
From the moment we entered the experimental village, our senses were filled with
This perfectly set the scene so when the movie, Black Orpheus, began you felt like you were being transported to Carnaval in Rio de Janeiro.
Although the Music Box Village could play to our senses a bit more easily, you should always consider different ways to engage your audience.
Catch their attention with compelling imagery and headlines. If it’s a travel narrative or lifestyle feature, describe what you saw, how you felt, who you talked to as clearly as you can.
The more you can bring your content to life (include photos, embed a video, link to your products or services) the better you can capture and hold their attention.
3. Hand Over The Reins
After the Casa Samba performers finished their group dance, the Brazilian beat drummers opened up the circle. It was our turn
They pointed us to the dance floor with their drumsticks and soon enough people were making their own music all around the village.
That’s the same response you should be going for with your content. Keep them entertained throughout the piece and seamlessly guide them to the next step.
Whether that is asking them to leave a comment, share it on their social media, sign up to your newsletter or purchase one of your services, make sure your viewers and readers know what to do next.
Remember, signposting your content with relevant links and tagging posts by category will not only help your audience learn more about your business and area of expertise, but it will also improve your company’s search ranking.
As you can see, being able to immerse readers in your content is a powerful achievement. One that the Music Box Village has so masterfully demonstrated.
If you’d like help creating this type of experience for your readers, I would love to hear from you at firstname.lastname@example.org or through this contact form.