The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

1. CONTENT STRATEGY FOR AN ERA
OF SELF-VALIDATING FACTS
Content Strategy Summit
#CSsummit August 25, 2016
Margot Bloomstein
@mbloomstein

2. There are no magic mirrors in the media.
Mirrors merely show us ourselves.
©Cayuga Productions and CBS
@mbloomstein | #CSsummit

3. When we see what we want to see,
the truth reflects our internal beliefs
more than external data or facts.
©Cayuga Productions and CBS
@mbloomstein | #CSsummit

4. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech

6. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

7. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

9. ©Scott Olson Getty Images

10. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech

11. ©Gage Skidmore; CNBC debate

12. ©Gage Skidmore; Fox News debate

13. ©Gage Skidmore; excerpt from Trump statement

14. ©Gage Skidmore; Miami University debate

15. Consistency is an internal metric.
Does this brand make me feel good
about myself?
@mbloomstein | #CSsummit

16. History isn’t memory,
accuracy isn’t consistency—
@mbloomstein | #CSsummit

17. History isn’t memory,
accuracy isn’t consistency—
and inconsistency isn’t causing
Trump to lose MORE.
@mbloomstein | #CSsummit

19. ©Chip Somodevilla—Getty Images; Fox News Sunday

20. ©Politico

21. We see what we want to see
©Cayuga Productions and CBS

22. If you believe in her,
you believe her.

23. Trust emerges not from honesty, but
from consistency—with our own beliefs

24. ValidationDeliberation

25. Courage in our
convictions
Empirical
proof

26. “Feels right” is accurate
>

27. ©Cayuga Productions and CBS
@mbloomstein | #CSsummit
Does inner confirmation bias replace
outward faith in the institutions we
traditionally trusted as arbiters of truth?

28. Insert gut check cycle imageCoached skepticism? False equivalency?
©Fox News

29. Insert gut check cycle image
©CBS

30. Insert gut check cycle image
©National Enquirer

31. Insert gut check cycle image
©Mary Ann Chastain, Associated Press

33. What can we do to shift beliefs
when feelings trump facts?
@mbloomstein | #CSsummit

34. Invest in original content and reporting
@mbloomstein | #CSsummit

35. Couple with analysis of others’ research
@mbloomstein | #CSsummit

36. Host opposing viewpoints
@mbloomstein | #CSsummit

37. Host opposing viewpoints
©Comedy Central

38. Invite insight, don’t just present logic
@mbloomstein | #CSsummit

39. Join discussions, don’t just dole out facts
@mbloomstein | #CSsummit
Blog excerpt ©Design Mom/Gabrielle Blair

40. All these things are true
though they didn’t happen

41. Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
Books: http://amzn.to/CSatWork
BrandSort: http://cards.appropriateinc.com
Talks: http://slideshare.net/mbloomstein