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