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Content Tips: Finding Flow and Making Your Guide Engaging


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Having a well functioning technical platform for your audio guide (which we make sure our customers do) is important, however, making your guide interesting, and marketing it, is the hard bit.

The guide itself is the actual “product” and engaging your visitors is essential. We are therefore putting together a content document (a guide to content ;) to share with our customers, or co-creators, as we can also think of each other.

This is a work-in-progress and we welcome your input and sharing of experiences!

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Content Tips: Finding Flow and Making Your Guide Engaging

  1. 1. Content Tips 'n tricks
  2. 2. In an age in which we are overloaded with information but craving for meaning, how do we engage and activate people (with culture)?1 #attentioneconomy 1. Europeana Playbook:
  3. 3. 3Content Content Tips 'n tricks 1. Generally speaking • We suggest a tour should be around 35 minutes and consist of around 10 locations. • Each piece of audio should be about 2 minutes. • If using video, do so sparingly. We recommend videos of about 1 minute. That said, it's also possibile to create different types of tours and lengths of tours (layering). Think about who your target group is and what they might appreciate. Feel free to discuss your ideas with us! • Even if we have a stable platform, do leave time for testing – there are often errors that come up. • Test your walk: see how it feels on-site and in real-time.
  4. 4. 4Content 2. Script Storytelling is at the heart of it all, this really is the most important aspect of your guide! • Keep it shorter rather than longer: Don’t create too lengthy or dense content that distracts, overwhelms, or exhausts the visitor’s attention. • Try to create content that strikes an emotional chord and/or opens the visitors to think about what they’re seeing in a new light. e.g. by using the personal story. • What reads as a good text, doesn't neccesarily work well as a spoken text. Go through your script, make it more "speech-friendly" – don't use over-the-top terminology. • Avoid using a lot of numbers, such as years. • Flow: does the text flow well when spoken? Are you repeating yourself? Try it out. Questions: • What story do you want to tell? • Do you see the guide as one "entity" or as freestanding points of information? • Who is your target group?
  5. 5. 3. Audio • Use professional speakers! Or?? • • Keep the pace down: There is a lot of information to take in, aside from the audio. Speaking too quickly can lead to visitors getting lost or feeling tired. • Consider starting slow with an introduction to who is talking and what about. then easing in to the story. When listening to a new, unfamilair voice the brain is likely to spend a few seconds getting accustomed to the person they are listening to, before "relaxing into it". • Be enthusiastic where appropriate. Convey feelings. • Practice makes perfect. • Adding music or sound effects is a great tool for creating an atmosphere. • We suggest you record in a studio to ensure a professional outcome, however, if this isn't available to you here are some tips: Review your audio content to check for adequate and even volume and normalize before delivering. Avoid recording in locations with significant background noise, especially outdoor spaces. Speak directly into the microphone and emphasize pronunciation. Use a pop-filter if possible. 5Content Questions: • What does the voice you choose communicate? Is there a way to tie the content and the voice together e.g. by building a character? • What happens at the last stop? How do you "leave" your visitor?
  6. 6. 6Content 6. Text • Use the text field to complement the audio if you like, or as a direct transcription of the audio, a good option for the hard-of-hearing. 5. Images • Double check the image formats to ensure they are correct. • Use images to show the visitor has come to the right place as well as to show e.g. historical images or future thoughts. • There are many easy-to-use, free image editing tools today. Can you make the image(s) more virbrant/powerful/sharp/better cropped? 4. Translation • Translations are sensitive– everyone has something to say about them. Our experience has shown us that it is worhwhile to use a proffessional. • Remember, you can always start with one language and add more languages at a later date.
  7. 7. 7Content 7. Film • Rule of thumb; Don't use film if what you want to a express can be said using audio. • Keep it short and sweet. • Make sure the audio and light are adequate. • Film can also be used for inserting sign language.