))
#46 - How to Create Content People WANT to Watch with the “Side Door” Approach w/ John Azoni
Manage episode 407422169 series 3560012
Content provided by John Azoni. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by John Azoni or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
In this solo episode, John talks about the power of using a "side door" approach when creating content that aims to draw audiences into your brand emotionally.
Key takeaways:
- Front door content directly states brand values and goals, while side door content focuses more on storytelling.
- Side door content takes audiences on a journey that immerses them in the emotions of a brand.
- Great examples are Land Rover's video on a remote Nepali village dependent on classic Land Rovers (https://www.youtube.com/watch?v=YNXU1IR2LR8), P&G's "Thank You Mom" Olympic campaign focused on parental support (https://www.youtube.com/watch?v=bQoJqDi8490), and Dove's recent anti-beauty filter initiative (https://www.youtube.com/watch?v=EILCgNkv8hM).
- Higher ed can also leverage cultural conversations and real-world problems to create content unrelated to recruitment, as seen in Purdue University's widely-viewed "What Can You Imagine?" video (https://www.youtube.com/watch?v=nuF2WKjUNbc) or the viral story of communication technology developed at UC San Francisco (https://www.youtube.com/watch?v=iTZ2N-HJbwA).
- The litmus test: Could your content still stand without mentioning your brand? If so, you may have compelling side door content.
Connect with John:
- LinkedIn: https://www.linkedin.com/in/johnazoni
Subscribe to the Higher Ed Storyteller’s Digest newsletter: https://unveild.tv/newsletter
65 episodes
Share
