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Content Strategy for an Era of Self-Validating Facts at CSsummit

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The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford.

Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf.

Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

Publié dans : Marketing
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Content Strategy for an Era of Self-Validating Facts at CSsummit

  1. CONTENT STRATEGY FOR AN ERA OF SELF-VALIDATING FACTS Content Strategy Summit #CSsummit August 25, 2016 Margot Bloomstein @mbloomstein
  2. There are no magic mirrors in the media. Mirrors merely show us ourselves. ©Cayuga Productions and CBS @mbloomstein | #CSsummit
  3. When we see what we want to see, the truth reflects our internal beliefs more than external data or facts. ©Cayuga Productions and CBS @mbloomstein | #CSsummit
  4. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech
  5. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  6. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  7. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview
  8. ©Scott Olson Getty Images
  9. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech
  10. ©Gage Skidmore; CNBC debate
  11. ©Gage Skidmore; Fox News debate
  12. ©Gage Skidmore; excerpt from Trump statement
  13. ©Gage Skidmore; Miami University debate
  14. Consistency is an internal metric. Does this brand make me feel good about myself? @mbloomstein | #CSsummit
  15. History isn’t memory, accuracy isn’t consistency— @mbloomstein | #CSsummit
  16. History isn’t memory, accuracy isn’t consistency— and inconsistency isn’t causing Trump to lose MORE. @mbloomstein | #CSsummit
  17. ©Chip Somodevilla—Getty Images; Fox News Sunday
  18. ©Politico
  19. We see what we want to see ©Cayuga Productions and CBS
  20. If you believe in her, you believe her.
  21. Trust emerges not from honesty, but from consistency—with our own beliefs
  22. ValidationDeliberation
  23. Courage in our convictions Empirical proof
  24. “Feels right” is accurate >
  25. ©Cayuga Productions and CBS @mbloomstein | #CSsummit Does inner confirmation bias replace outward faith in the institutions we traditionally trusted as arbiters of truth?
  26. Insert gut check cycle imageCoached skepticism? False equivalency? ©Fox News
  27. Insert gut check cycle image ©CBS
  28. Insert gut check cycle image ©National Enquirer
  29. Insert gut check cycle image ©Mary Ann Chastain, Associated Press
  30. What can we do to shift beliefs when feelings trump facts? @mbloomstein | #CSsummit
  31. Invest in original content and reporting @mbloomstein | #CSsummit
  32. Couple with analysis of others’ research @mbloomstein | #CSsummit
  33. Host opposing viewpoints @mbloomstein | #CSsummit
  34. Host opposing viewpoints ©Comedy Central
  35. Invite insight, don’t just present logic @mbloomstein | #CSsummit
  36. Join discussions, don’t just dole out facts @mbloomstein | #CSsummit Blog excerpt ©Design Mom/Gabrielle Blair
  37. All these things are true though they didn’t happen
  38. Margot Bloomstein @mbloomstein margot@appropriateinc.com Books: http://amzn.to/CSatWork BrandSort: http://cards.appropriateinc.com Talks: http://slideshare.net/mbloomstein

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