Keys to Great Content Creation with Kristina Ribali
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This document provides tips for creating effective content. It recommends that content should elicit emotion from audiences by being humorous, heartbreaking, shocking, unbelievable, or inspiring. Content should also be powerful, meaningful, and sticky. Stories that feature personal examples are more compelling than dry facts and statistics. Knowing the audience is also important - their preferred tone, language, and mediums of interaction. The goal is for content to pass the "PMS test" and not leave audiences looking puzzled, mystified or skeptical.
Keys to Great Content Creation with Kristina Ribali
- 1. Keys to Great Content Creation Kristina Ribali Senior Coalitions Director, Foundation for Government Accountability
- 2. Why Did You Share That? Chances are, what drives you to click on, tweet, Facebook, or share something is an emotion triggered by something seen only momentarily. Was it: • Humorous? • Heartbreaking? • Shocking? • Unbelievable? • Pretty? • Inspiring? Content should elicit emotion from those consuming it.
- 3. The PMS Test Does your content pass the test? You don’t want your audience look like this —>> Is your content: • Powerful? • Meaningful? • Sticky?
- 4. Facebook Post A 3,000 dead people were found on the Illinois Medicaid rolls. Facebook Post B Read the latest on welfare fraud in Illinois: m.thefga.org/tw123 Read more about welfare fraud in your state: m.thefga.org/tw123
- 5. • 350,000 ineligible people in Illinois were collecting Medicaid benefits. • Medicaid fraud costs taxpayers in Illinois over $350 million a year. OR What’s More Likely to Compel You to Take Action?
- 6. Facts Tell Stories Sell
- 7. Florida’s Medicaid Cure Gives Moise Access to the Specialized Care He Needs. Moise Brutus Accident Victim Triple Amputee On Medicaid Truly Vulnerable Chloe Jones 14 years old Suing the State of Arkansas Victim of Expansion
- 9. Don’t Shy Away from Using Statistics Just use them correctly!
- 11. Endless Options • Videos • Listicles • Podcasts • Contests • Petitions Is your content: • Powerful? • Meaningful? • Sticky?
- 12. Know Your Audience • Know the tone you should take. • Know the language that’s appropriate. • Know the mediums your audience interacts with. • Know what works and what doesn’t. Don’t miss your target!
Editor's Notes
- #3: Who do you create content for and share it with? I’m sure we have a wide variety of activists in the room, so I’d like to ask a few questions about who is present today. How many of you create content for your job or as a volunteer? How many of you create content just for the purpose to share with your friends and family? How many of you create content around policy or political purposes?
- #4: No, not that PMS Regardless of who you’re creating content for or what purpose you have for that content, it should pass the PMS Test. Powerful - Grab your attention. We live in a short attention span society. I work in policy, and while white papers serve a purpose, rarely will 60 pages of facts grab someones attention and keep it. Meaningful - Is it true? Does it stand up to scrutiny? Does it make an impact in an area you care about? Sticky - Is it memorable? Is it easily sharable? Is it pleasing to the eye? It’s important to be accurate, but you can do so without boring your audience.
- #5: I work in the policy arena for a think tank, and at FGA we focus on welfare, health care and foster care reform. While it’s important that the facts are accurate and our content moves people to take some sort of action, it doesn’t have to be boring. If you saw this in your Facebook or Twitter feed, which would you be more likely to share?
- #6: We work a lot on Medicaid fraud, and while the last slide you saw was humorous, messaging polling tells us that Americans are outraged at waste and fraud in the welfare system, especially when it harms the most vulnerable. Using different tones to portray the same message will appeal to a wider audience.
- #7: Video Representative testimony Family Stories Uncover ObamaCare stories How does this policy or politician impact the lives of real Americans?
- #8: Often times in the policy space we have to point out both those who benefit by reforming current systems, like Moise, and point out those who suffer from expanding a broken system, like Chloe.
- #9: But it doesn’t always have to be serious. We often use humor to relay emotion to legislators, activists and donors. Video showing how Obamacare Medicaid expansion prioritizes prisoners - complete with musical score and dancing nurses. Popular memes to tell the failures of state exchanges and Obamacare.
- #11: Infographics are a great way to tell a story. I use piktochart for my infographics. Affordable, easy to use, customizable.
- #13: Metrics matter In the for profit world, it’s a bit easier to gauge whether or not your product is a hit. If you’re selling it and making money, it’s a success. In policy or politics, sometimes it’s a bit harder to know what’s working and what isn’t. You have to track your metrics. Engagement Shares Web hits Likes RT’s Growth Link tracking