Keys to Great Content

CreationKristina Ribali

Senior Coalitions Director, Foundation for Government Accountability

Why Did You Share That?

Chances are, what drives you to click on, tweet, Facebook, or share something is an emotion triggered by something seen only momentarily.

Was it:• Humorous?• Heartbreaking?• Shocking?• Unbelievable?• Pretty?• Inspiring?

Content should elicit emotion from those consuming it.

The PMS TestDoes your content pass the test?

You don’t want your audience look like this —>>

Is your content:

• Powerful?• Meaningful?• Sticky?

Facebook Post A3,000 dead people were found on the Illinois Medicaid rolls.

Facebook Post B

Read the latest on welfare fraud in Illinois: m.thefga.org/tw123

Read more about welfare fraud in your state: m.thefga.org/tw123

• 350,000 ineligible people in Illinois were collecting Medicaid benefits.

• Medicaid fraud costs taxpayers in Illinois over $350 million a year.

OR

What’s More Likely to Compel You to Take Action?

Facts Tell Stories Sell

Florida’s Medicaid

Cure Gives Moise Access

to the Specialized

Care He Needs.

Moise BrutusAccident VictimTriple AmputeeOn MedicaidTruly Vulnerable

Chloe Jones14 years oldSuing the State of ArkansasVictim of Expansion

Don’t Shy Away from Using Statistics

Just use them correctly!

Endless Options • Videos

• Listicles

• Podcasts

• Contests

• Petitions

Is your content:

• Powerful?• Meaningful?• Sticky?

Know Your Audience• Know the tone you should

take.

• Know the language that’s appropriate.

• Know the mediums your audience interacts with.

• Know what works and what doesn’t.

Don’t miss your target!