WHAT MAKES CONTENT GREAT?

“Great content gets and keeps

the attention of your audience, is

perceived as valuable, touches

their hearts, and inspires them to

action.”

CUTTING THROUGH THE CLUTTER

“Great content gets and keeps

the attention of your audience, is

perceived as valuable, touches

their hearts, and inspires them to

action.”

CUTTING THROUGH THE CLUTTER

Get and Keep the Attention of Your Audience

• Unexpected Delta Safety Video

• But Not Gimmicky Outpost.com

• Sticky

REACHING EVERYONE VS. REACHING SOMEONE

“Great content gets and keeps

the attention of your audience, is

perceived as valuable, touches

their hearts, and inspires them to

action.”

REACHING EVERYONE VS. REACHING SOMEONE

• Why Not Just Reach Everyone?

• Who Are You Targeting?

• Why Are You Targeting Them?

REACHING EVERYONE VS. REACHING SOMEONE

• Do You Really Know Your Target Audience?

• The Value of Really Knowing Your Audience

• Developing and Using Personas

REACHING EVERYONE VS. REACHING SOMEONE

REACHING EVERYONE VS. REACHING SOMEONE

Translating the Message to the Rest of Your

Audience

• Depend on Translators in Your Audience

• Reach Your Translators (Influencers) Directly

WHAT MAKES CONTENT GREAT?

“Great content gets and keeps

the attention of your audience, is

perceived as valuable, touches

their hearts, and inspires them to

action.”

CRAFTING YOUR CONTENT

• Simple

• Concrete

• Credible

• Emotional (Ed Jones, Mike Scott, Willie Nelson)

• Story

GETTING DOWN TO BUSINESS

The Triangle of Relevance

PUTTING IT ALL TOGETHER

• Know Your Audience

• Target Influencers Directly when Possible

• Get and Keep the Attention of Your Audience

• Unexpected, Sticky Messaging

• Craft Content that Is

• Simple, Concrete, Credible, Emotional, Story

• Craft Relevant Content

• User Interest, Business Interest, Time

Significance