#46 - How to Create Content People WANT to Watch with the “Side Door” Approach w/ John Azoni

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/johnazoniSubscribe to the Higher Ed Storyteller’s Digest newsletter: https://unveild.tv/newsletter