Three qualities of a well produced piece of content


1. Makes an impact

A story is only as good as the impact it creates. Well produced content is relevant and establishes connection with the audience. For example, a video could have Hollywood level cinematography but if it fails to establish connection or empathy, it will fail to shift audience perceptions or build capacity and inspire policy change. Humour & wit, pop culture or a simple human truth are core to well produced content.


2. Offers shared values and a call to action

For content covering environmental problems and solutions with the aim of reaching new audiences it needs to offer shared values, for example clean air or a love for music. Successful environmental content often ends with a shared vision of the future and a compelling call to action because it’s not enough that the audience just be inspired, angered or entertained. Well produced content compels people to act.


3. Communicates a key message

Content is in competition for audience attention, so it’s critical to present a compelling key message that’s memorable and shareable. Well produced content is very clear and deliberate to avoid information overload, hence why so much social media content is short and targeted.

Wherever I am on this continent, I acknowledge that sovereignty was never ceded and pay my respects to the Traditional Owners of the land and their Elders past, present and emerging.

© 2020 Luke Sweet

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