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