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
  
  

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