The Aspect content manifesto

Using content to change the way people think, feel and behave

The Aspect content manifesto

The process of developing exceptional event content that changes behaviours is finding a careful balance between what the business needs to achieve and what the audience wants to experience.

The Content Development Manifesto

Ben Hawkins Content Director

To change how people think and act, content must be:

1 Driven by insight and shared through story
Perfect the art of turning audience insight, industry context, competitor information and existing case studies into relatable, credible scenarios that are shared through storytelling techniques.

2 Consistent across channels but adapted to use
Throughout the lifecycle of an event, the same information is communicated on a variety of different channels (both live and digital), so content must be adapted to each channel while remaining consistent in tone and messaging.

3 Focused on behaviour change but always engaging

Appling sophisticated and empathetic techniques to communicate the benefits of changing behaviours brings a human-first element to content that meets the expectations and priorities of today’s digital-first audiences.

4 Strategic but evolutionary Adopting a clear strategy to inform how content is curated is crucial, but only if it’s adaptable over the course of the project lifecycle to incorporate new learnings and new stakeholders are engaged.

5 Innovative but appropriate Some innovations, when used properly, will enhance the event experience for an audience. But tech for tech’s sake is unnecessary and can distract from the main purpose of the content. Developing content with intent will ensure you stay on track.