Engaging Your Audience: The Power of Edutainment in Digital Marketing

Brett Johnson [: 00:00:03

Welcome to the Circle Sessions featuring the Circle of Experts. Each week, one of the Circle of Experts joins me to talk about some critical aspects of growing your podcast. We focus on marketing, social media, monetization, and website design to help you implement all of these together. On the Circle of Experts are Yasmine Robles from Robles Designs, Tonnisha English-Amamoo of TJE Communications and Don The Idea Guy. I'm Brett Johnson from Circle 270 Media Podcast Consultants. This week, Tonnisha is here from the Circle of Experts. Tonnisha is on a mission to help small businesses level the playing field through digital marketing solutions. Tonnisha, thanks for joining me again today.

Tonnisha English-Amamoo [: 00:00:41

Yes. Thank you for having me.

Brett Johnson [: 00:00:43

I love this idea that you wanna talk about in this episode, because I I think we've all, at least, have heard of this term, but maybe Mhmm. Hasn't we haven't taken a dive into it and kinda go what does it really mean? Yeah. The the term edutainment for for content. So, obviously, this has gotten on your radar. So talk a little bit about how how you found it or, you know, what what intrigued you about when you saw it, and and going forward with that?

Tonnisha English-Amamoo [: 00:01:13

Yeah. So I I'm not sure who coined the term, but I feel like edutainment is something that we have experienced probably since, like, kindergarten. Okay. I mean, even with learning the ABCs. Like, it's a song, that we sing, that's teaching us the alphabet, essentially. So edutainment is education plus entertainment. And so this form of content, now that it has a word, has been something that, a lot of social media marketers and content creating teams have been using to, promote their services or business or products. And so I was looking through Sprout Social, of course, and checking out some recent reports, and they have a report that says 66% of social media users find edutainment to be the most engaging type of brand content.

Tonnisha English-Amamoo [: 00:02:11

So people, you know, are really loving when brands kinda, like, take the seriousness out of things, and find a way to educate people on what exactly it is that they're selling or offering in a way that's fun, but also informative. And so immediately, when I think about edutainment here locally in Columbus, Ohio, I think about the Columbus library. If you are not following them on social media, social media, whether you have a library card or not, the content is just hilarious. I mean, I can't really, like, give a good example, but, like, they do a great job of not only just, like, having fun about the library, which I feel like when you think about the library, it's not necessarily, like, this exciting place to be. Like, you know, traditionally, it's supposed to be quiet, which they they actually did a video about that too in the past about how the library is not necessarily a quiet, you know, place all the time anymore. But they do a great job to not only, of course, tell you about how at the library, you can check out books. We all know that. But it offers a lot.

Tonnisha English-Amamoo [: 00:03:22

I mean, even for small business owners, you can go to the library to do research on your business. They do have a business center, a nonprofit business center as well at the main library, and that's something that I honestly didn't know. I I did not know that there was a business center at the library.

Brett Johnson [: 00:03:40

It seems like they do a lot of stuff on the low key almost. You know? And and then they do it well. Yeah. Yep.

Tonnisha English-Amamoo [: 00:03:46

Yes. So that is a lot of what their social media is. It's taking those little things that if you're like a frequent library goer, you probably know and making sure that they are, essentially telling everybody, like, hey. Did you know that we have this at the library? They're doing a series right now I've seen on one of their security guards at the at the at the main library. I believe that he's also an artist.

Brett Johnson [: 00:04:13

Okay.

Tonnisha English-Amamoo [: 00:04:14

And so they have some of his work featured, and they've been doing, like, a lot of little, like, fun videos with him. And so that's just a great example of how, you know, yes, it's the library. You go there to get books, but there's other stuff there for you to engage with.

Brett Johnson [: 00:04:32

Right.

Tonnisha English-Amamoo [: 00:04:33

And as I was also thinking about this topic, you know how much I love true crime, but I thought that that was another great example of that might help people kinda understand what that means. And so with the true crime podcast, the education part is that we are learning about real stories, and we're also gaining some knowledge about how crimes are solved and maybe even some survival skills. And then also, we're learning how if we see something, how do we go about saying something? How do we go about staying vigilant in our lives? And I think the entertainment part comes from the ones who are narrating these podcasts, and they're making it, you know, those cliffhangers that you wanna hang on to, like, well, what happened? Did they solve the crime? What happened? I mentioned Payne Lindsay from Tinder Foot TV with his Up and Vanished podcast. They were able to use the entertainment of a podcast, to solve a 10 year old missing person's case. I would say probably one of the most, famous true crime podcast was Serial. Were you ever a fan of Serial?

Brett Johnson [: 00:05:50

That that was one that was that was one that kinda drew me into podcasting as well along with a lot of others, but it's just that coincidence of time that it was, yes, definitely Yes. A good mixture of

Tonnisha English-Amamoo [: 00:06:00

Yeah.

Brett Johnson [: 00:06:01

Of education around the case. Mhmm. And then Around

Tonnisha English-Amamoo [: 00:06:04

the case.

Brett Johnson [: 00:06:04

And then the storytelling, which was the entertainment piece of it, I guess, you could say. And Yeah. And I think it's a it's a loose use of the word entertainment, but it's that we were entertained by listening to it, though, because it was a Exactly. It was a story well told. That was the that was the entertainment of it. Yeah.

Tonnisha English-Amamoo [: 00:06:22

Exactly. And through that, Sarah Koning and Julie Snyder, they were able to help get Adnan Syed. His his sentencing was overturned, and he was released

Brett Johnson [: 00:06:34

Yeah.

Tonnisha English-Amamoo [: 00:06:35

Through some of the work from that podcast. So I think when we think about, edutainment, when what the entertainment part, I feel like we probably all can do that pretty well. Yeah. The education part, I feel like sometimes we might over think because we just assume like, for me, working in marketing, well, everybody knows the difference between, you know, reach and impressions. So, like but you have to remember that that's not the case. You're the expert in whatever it is that your podcast is about, and not everybody knows that. So even those little things that may seem like common knowledge to you and maybe other people in your industry, may not be the case for other people. So I have come up with 3 steps to creating some quality edutainment content.

Brett Johnson [: 00:07:29

Okay.

Tonnisha English-Amamoo [: 00:07:30

Number 1, I would say to speak confidently about what you know. So with me being in the marketing industry, using Yasmin, for example, I feel like people confuse, like, SEO, marketing, advertising. It's, like, all one thing. And while they are under a an umbrella that they can all be connected, my knowledge of social media and email marketing does not really translate to SEO. I'm not a SEO expert. And so when I go to create edutainment content, I would be focusing on that social media, the email, the content development. So as you are thinking about creating content for yourself to really just stick to topics that you know, because then it it'll be easier for you to make it funny because you know the ins and outs. You may know some of the, insider industry jokes that you can kinda play into when creating content.

Tonnisha English-Amamoo [: 00:08:34

So just really think about topics that you feel confident about. Like, if right now you got put on the spot and said, tell me 3 things I should do in x, y, and z industry you would be able to talk about, stick to those things.

Brett Johnson [: 00:08:47

Right.

Tonnisha English-Amamoo [: 00:08:49

And then number 2 is to be authentic. I feel like I've used the authenticity word a lot on on the podcast, but I feel like this is something that, is often overlooked. And, you know, in in today with social media being so saturated within almost every industry, it's really important that we are authentic in who we are. And so if you're not a person that is, you know, a jokester and you like to do the TikTok dances and stuff, you don't have to do that to be able to essentially entertain people and and have a good time with creating your content. You know, I listen to a podcast pretty much every single day. It's called The Daily. It is a podcast by The New York Times. I prefer when Michael Barboa is the host because his voice, is, like, very monotone.

Tonnisha English-Amamoo [: 00:09:52

And to me, I love it. Some people don't. If you go on Twitter, some people don't like his voice. They, you know, think that it's boring, but I like it. So if one day, Michael gets on the podcast and he's, like, super, like and to me, sometimes you can tell when he's upbeat and chipper, but, like, if if he was, like, doing something outside of the norm, I'd be like, woah. Like, what is happening here? This isn't, like, the usual. I mean, it even took me a while to get adjusted, you know, after he had a kid that there were, like, 2 other hosts now. Like, no.

Tonnisha English-Amamoo [: 00:10:25

Where's Michael?

Brett Johnson [: 00:10:26

Right. Right.

Tonnisha English-Amamoo [: 00:10:27

Right. So Yep. So, you know, just really sticking to who you are. Mhmm. And then with all that being said, just really not overthinking it. Trying to you know, you don't have to go out and buy a bunch of props and do this, like, over the top thing. It's it's really just you and and your phone, or maybe if you have somebody to film it for you. It doesn't have to be a huge production.

Tonnisha English-Amamoo [: 00:10:54

People enjoy, you know, just seeing that raw content. I think Yasmin also does a really good job with edutainment for Robles designs as well. Yeah. So that's another great example. So, yeah, speak confidently about what you know. Be authentic. Don't overthink it. It's meant to be fun.

Tonnisha English-Amamoo [: 00:11:14

It's not, you know, this super serious buttoned up thing. And a lot of consumers are finding it really exciting to just see people, you know, a little more relaxed and and having fun with what they already love to do anyway.

Brett Johnson [: 00:11:30

Right. Yeah. I think if you combine those three things you talked about, if you if one of those are a weak link, you probably will not continue in the long run because it's it's just too hard. It it's almost you're being a fake self and Right. And you just won't wanna do it because the the well's empty. You don't you don't where else to go with because you're not, especially the third one, of just, you know, it's it's that Don't

Tonnisha English-Amamoo [: 00:11:57

overthink it.

Brett Johnson [: 00:11:58

Do it. Yeah. Don't overthinking it. Just it's just a lot of content creation. I've noticed too, and I tell podcasters this, and and you've told them as well too, is just do it. Just do it because it's that habitual, creation of a of a formula that helps you. And it's easy to fall off that train. It really is, but it's that get get used to what you want to do.

Brett Johnson [: 00:12:21

And if, but that doesn't mean you shouldn't, I think at least, push the boundaries for yourself too. You know, again, I'm not a this this year was my year to get into video. Do more of this. You know, record podcast sessions, not necessarily do, you know, video of me walking in the woods and talking, that sort of thing. But it's that

Tonnisha English-Amamoo [: 00:12:40

Right.

Brett Johnson [: 00:12:40

It's that, you know, okay. When I do a podcast session, if at all possible, do video with it as well. Knowing there's some value to have that video with it and to get used to seeing myself being on a, you know, a podcast, that sort of thing. Because I it's just it's not my thing. I you know, I'm I'm not big on that, but it's that. But I also know I have the confidence now doing it. I'm okay with it. Now, what what next steps I take, I have no clue, but it's that, again, you know, having fun, authenticity, and and just being true to yourself Mhmm.

Brett Johnson [: 00:13:11

And what you wanna do. So Yes.

Tonnisha English-Amamoo [: 00:13:14

And I also think there are clearly different forms of entertainment. Some people think podcasts are boring. Mhmm. Some people still listen to, like, FM or AM radio. Some people like watching TV shows. Some people would rather binge a TV show. So when we think about entertainment as well, when we talk about staying true to you, stay true to the type of entertainment that is, comfortable for you as well.

Brett Johnson [: 00:13:43

You

Tonnisha English-Amamoo [: 00:13:43

know, I'm not saying you gotta learn TikTok dances while you name off, like, the top 3, like, you know, marketing tools or something. Like, you don't have to do that. But think about, you know, your audience. What is entertainment for them? What does that look like? And then to your point, you know, maybe put pushing those boundaries a little bit. But again, the stat said 66% of social media users. So they're still I'm terrible at math, but, like, another, like, 30 ish percent of people that don't care about that. Right. So it doesn't mean that you have to jump into it now.

Tonnisha English-Amamoo [: 00:14:23

But I would suggest, you know, pushing your boundaries a little bit with creating content, doing some things outside of the box, not always just posting a picture and a caption. Maybe it is a video. Maybe it is, you know, a day in the life, of of a podcaster. Maybe it's showing people, how you do your podcast setup. I mean, that's still education. You're showing people, you know, how you prepare for your podcast. I've seen, other podcasters share the type of microphones that they use, if they use, like, mixing boards or anything. I mean, all of that is education as well as entertaining who for people who, you know, like to see those behind the scenes type of content.

Brett Johnson [: 00:15:10

Right. Yeah. We had a an an episode, you know, a few months ago in regards to, you you focusing on, days that you dedicate for photoshoots. Uh-huh.

Tonnisha English-Amamoo [: 00:15:19

And I

Brett Johnson [: 00:15:19

think that's a real that's a great edutainment type of content that you're kinda peeling back going, you know, this is what I do. I suggest that you do as well too, and this is how I do it and have fun with it. That, again, that's a form of edutainment because of Exactly. You know, and and and I also and you're talking about, you know, doing these things and keeping these three steps in mind, it's also branding yourself too. So kinda keep that in mind that don't go too far with it because if that's not what you wanna be known as, don't go there.

Tonnisha English-Amamoo [: 00:15:48

Right.

Brett Johnson [: 00:15:49

So so so that gives you the, the opportunity to say no. To say no. I'm not doing that. That's not my brand, but what can I do that maybe is similar that would be fun, but not that far? Because I don't wanna ruin my brand by doing that. So so, you know, give yourself those allowances to say no. Mhmm. But but, but but then also keep keep it secure to yourself that you know. I'm okay with this.

Brett Johnson [: 00:16:14

I'm okay. This is way this is my with the way my business, with the way my podcast, with the way my social media needs to be. But, you know, so set the boundaries. That's okay.

Tonnisha English-Amamoo [: 00:16:23

That's okay. Yeah. For sure.

Brett Johnson [: 00:16:25

Yeah. Good. Good. Good. Well, if they wanted, you know, a listener wants to talk to you a little bit more about edutainment, about, you know, what what your thoughts are because those are three really good steps and maybe, ex expand on this a bit more. How can they contact you?

Tonnisha English-Amamoo [: 00:16:38

Yes. You can go to my website, tjecommunications.com. I do offer free consultations. So feel free to schedule some time if you just wanna talk more about maybe some of your entertainment content ideas. And, yeah, they're a 100% free. No sale. Just come and chat and talk to your ideas.

Brett Johnson [: 00:16:58

Yeah. We do the same thing at, at circle 270 media as well too. You go to, mypodcastguy.com. Set up a time, talk. Let's let's flush some things out in regards to what you wanna do with content, you know, focus a little bit more on, edutainment or just, you just don't like where your podcast is going. That's a really good start actually and and kinda see where the weak points and and strong points are and moving forward with it. So you can go to my calendar as well at mypodcastguy.com. Thanks, Tonnisha

Brett Johnson [: 00:17:24

Appreciate it.

Tonnisha English-Amamoo [: 00:17:25

Yeah. Thanks for having me.