Right & Wrong: Lessons in Shareable Content
Grabbing attention is a science and an art. Best practices may get you 90% of the way there, but that final 10% requires something unexpected. Your audience can smell advertising a mile away, so how do you get past their filter? This talk discusses a process to arrive at unexpected messaging along with a checklist for evaluating your work. For examples, we turn to the world of late night television which has followed similar principles for years.
After this session, you’ll be able to:
- Create a checklist to evaluate if content has an unexpected element to capture attention
- Balance data-driven best practices with artful rule bending
- Sell a framework and approach for content creation within the organization to allow for boldness in experimentation