How important is message relevance in gaining audience attention and swaying opinion? This year’s closing keynote at Content Marketing World provided a textbook example of power relevant messages have in developing audience connection.
In a tour de force keynote that was all too short, actor Kevin Spacey grabbed the orange-clad faithful in Cleveland by their collective noses, and brought them to their feet – numerous times.
Over the course of his talk, Spacey answered the question he posed at the outset (“What the hell am I doing here?!) proving that he belonged at a content marketing conference with an eloquent and inspiring discussion of the key elements of great storytelling, which he underpinned with a collection of fantastic stories that drove home his key points.
The presentation was a living case study in the power a relevant message designed for a specific audience.
A seasoned stage actor, Spacey understands audience connection in a more intimate way than many of us will ever experience. In reality, he’s probably given a version of his keynote talk before – it was one that any theater or entertainment enthusiast would have enjoyed. But by taking the time to pepper the presentation with examples drawn from the advertising and marketing realms. Spacey fine tuned his content for his audience, and as a result, was immediately accepted as credible and authentic by the crowd of savvy content marketers.
In addition to schooling the assembled on message targeting, Spacey also beautifully illustrated the galvanizing effect of a great story, illustrating his own points with specific and relevant vignettes.
While Spacey was on stage, Twitter was ablaze with tweets and Instagram was groaning under pictures uploaded by those in attendance. In the ensuing days, blogs recapping the keynote and collections of tweets on Storify appeared and were shared in droves. Spacey provoked a lot of on-the spot engagement and ensuing discussion.
This was in stark contrast to the closing keynotes at Content Marketing World in years past, which have delivered heavy doses of entertainment, a welcome relief from the intensity of the preceding sessions. Two years ago, in Columbus, Jack Hanna brought some interesting and beautiful animals to visit the CMWorld audience. Last year, William Shatner graced the stage. Both sessions were a lot of fun.
But Spacey clicked. Spacey was memorable. Spacey proved that he was one of us, and the key to the powerful connection he created with the audience was a beautifully crafted relevant message, underpinned by well-told stories.
Do you need a hand finding, telling and illustrating your brand’s stories? Take a look at how our team at MultiVu can help you create and share your message.