Most of us know what people are interested in, and what they want to read about. But we aren’t all in industries that allow us to market via BuzzFeed quiz. Our challenge is to make our content readable, no matter the subject matter. Using examples from 3M’s internal communications, this session will help you distill down the content you HAVE to write about, teach you how to audit enemies of your content for key learnings, and push the limits of your messaging to reengage readers.
After this session, you’ll be able to:

  • Understand what readers care about and why you may be failing them
  • Pinpoint the content you have to write about, but know isn’t interesting to readers
  • Seek out haters of your content and learn from their disinterest
  • Learn how to tell readers what they need to know in a way they want to hear it