Human conversations: content behind the scenes

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Ultimately, your content should be judged on how it resonates with clients. And the conversations your business teams have with clients are among your most direct channels to the market.

Rather than stretching your content into a long report, try boiling it down into one sentence that others can tweet or weave into conversation. One strong viewpoint – “consumers are alienated from mainstream media”, say, or “big data is overrated” – is worth more than pages full of standard-issue analysis.

Just providing messages for people to repeat isn’t enough, however. As with all thought leadership, you colombia mobile phone numbers database should come up with storylines in advance by involving the business in structured discussions. The closer they feel to the material, the more likely they will be to use it with clients. We also find that people are much more likely to share content with clients if they can neatly summarise the message – which again emphasises the need for a clear message.

Video and audio: back to basics
Today’s improved production values, faster streaming and greater affordability make video a viable alternative to the long-form PDF. But make sure you invest time in writing an engaging script to give your video a chance to stand out – don’t just rely on glossy production values.

Video is hard to get right – largely because it asks more of your audience than other content and can be fiddly to navigate. Most of us don’t watch videos all the way through – we keep them playing in an open tab and half-listen while doing other things. This helps explain why well-scripted audio content can work just as well – and at lower cost (Google’s Jigsaw being a good example).