Digital content needs to be designed from the start to drive measurable behavior change and business results, not just entertain. Unlike traditional speaking, audiences expect digital content to actually move the needle on performance or company outcomes.
What makes great content delivered digitally great? And how are we defining great? And speaking is fairly easy. How many of you speak? Right. Okay. So it's— I don't want to say the art of speaking is easy, but you get up here, you do a good job, the buyer is expecting you to be entertaining, the buyer is expecting you to be engaging, and they're expecting you to throw out a couple ideas that maybe over the cocktail hour later today people will chat about. Oh, that was sort of interesting, whatever. They're not holding you, nor are you expected to be held to the standard of, as a result of spending an hour with Magical Motivator 1, you will change your behaviors, your team will perform better, your company will produce results that are measurable. It's just not a logical standard, right? So the question is, how do you bake that into your content? And you need to be thoughtful along the way doing that.
