What’s Responsive Content?
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There’s a thin line between share and spam. Yet too many brands continue to create content from their perspective, and not the perspective of the people they want to reach. To help clients connect with their most valued consumers, we ask seven key questions every time we create content.
First, we answer three foundational questions:
1. Who do
we want to reach and what do they care about?
2. What’s
the strategic objective for the content being created?
3. How will
that objective be measured?
During creative development, our goal is to craft the most compelling experience possible. We ask:
4. Does the
content do at least one of these really well?
- Entertain
- Offer something of value
- Deliver valuable information
- Make them feel special
5. Where
are the best places to reach our audience?
Finally, we determine how we want people to respond:
6. What’s
the specific action we want people to take and
how will we ask them to take it?
7. How will
the content be best optimized for sharing?
