Creating a World-Class Content Experience

About this video

A Quartz creative director discusses the company’s philosophy on content creation, emphasizing that successful content should generate goodwill and positive feelings about a brand rather than just optimizing for metrics. The speaker shares frameworks like obsession mapping and presents three key principles for good content user experience: making content consumable, accessible, and respectful.

Key takeaways

• Aim for the intersection of what your brand cares about and what your audience cares about through exercises like obsession mapping; this helps identify content worth creating rather than chasing metrics that may damage brand perception
• Define your audience by their shared values and feelings rather than demographic data alone; understanding people as individuals with emotions leads to more meaningful engagement than treating them as numerical segments
• Prioritize content consumability by removing friction (pop-ups, paywalls, slow load times, poor readability), ensure accessibility for users on low bandwidth or with adaptive devices, and respect readers’ time by cutting unnecessary content—these tactical improvements build long-term goodwill over short-term metric gains

Episode details: published January 18, 2018 · 3.3K views · 19:43 long. Summary written by Self Growth Videos from the episode itself. The business ideas, figures and results discussed are the hosts’ and guests’ own claims, shared as brainstorming and entertainment — not verified facts and not investment advice.

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