Marketing/Communications

Digital Content Creation: Reaching People Who Look First and Read Later

Problem Statement

This session will show you how to engage readers in a fast-paced digital world, using best practices and new techniques for creating content that captures attention.

As tweets and snaps move at the speed of light, so do today’s digital consumers. You have nanoseconds to capture someone’s attention over email (most people keep emails open for about 15 seconds, according to industry benchmarks).

You can’t just deliver your content over mobile anymore; you have to create quick-hitting digital experiences. That means your content looks like Tumblr and interacts effortlessly like Medium, pairing the right words—and sometimes no more than 10 of them—with a single powerful image.

Join Emily Lockwood, a Senior Program Officer for the Bill & Melinda Gates Foundation’s education initiatives, Bob Albrecht, a Vice President at Anne Lewis Strategies, and Adva Priso, an Associate Vice President at Anne Lewis Strategies for a how-to on creating content that motivates action in the mobile-first world.

Bob Albrecht
Anne Lewis Strategies
Vice President
Bob Albrecht is a vice president at Anne Lewis Strategies. Prior to joining Anne Lewis Strategies in 2012, he won awards as an investigative reporter, covered the 2008 election for The St. Louis Post-Dispatch and edited content at a high-profile startup. In his current role, Bob oversees a dozen-member content team that develops everything from emotionally-powerful, first-person appeals on gun violence and Alzheimer's to lighthearted gifs. He has written for President Barack Obama, former President Bill Clinton, country star Kellie Pickler and NBA hall-of-famer Karl Malone, among many others. In doing so, he's helped our clients effectively tell their stories and raise millions of dollars. He is a member of the Lighthouse Writers Workshop and attended the prestigious Tin House Summer Workshop.

Emily Lockwood
Bill & Melinda Gates Foundation
Program Officer, College Ready
Emily served as Senior Managing Director of Brand Marketing and Digital Strategy at Teach For America, running national acquisition and engagement campaigns for the organization. Prior to TFA, Emily was digital director for EMILY’s List, overseeing online fundraising, growth, social media, content, and technology. She was in the role for 5 years, building a community of 2.5 million supporters that donated millions of dollars to fund pro-choice, Democratic women candidates. She joined EMILY's List after serving as the deputy digital director on Senator Hillary Clinton’s presidential campaign. In that position, Emily developed the strategy for online programs in primary and caucus states and managed the execution of the national e-mail program. Prior to that, she was with Planned Parenthood Federation of America where she developed and managed the organization’s national online advocacy and fundraising campaigns and directed their national and state blogger outreach. Emily got her start in politics working in the communications shop for House Democratic Leader Nancy Pelosi and began her online career at Carol Trevelyan Strategy Group, a firm that provided online consulting services and tools to non-profit organizations. She holds a BA in Political Science from American University. She lives in Denver with her husband, Scott, 2 daughters, Audrey and Hattie and 2 dogs, Cooper and Bear.

Adva Priso
Anne Lewis Strategies, LLC
Associate Vice President
Adva Priso, Associate Vice President at Anne Lewis Strategies, LLC, brings more than 15 years of expertise in cutting-edge digital fundraising, marketing technology and donor experience measurement to the firm's non-profit clients, including Conservation International, Marine Corps Scholarship Foundation, Urban Land Institute and the USO. Most recently, Adva led online fundraising and engagement for high value donors at World Wildlife Fund, raising millions in new revenue for the organization and launching an innovative donor experience measurement program to improve retention and conversions across channels. Prior to WWF, Adva directed marketing and communications at non-profits in the culture and education sectors. Before shifting to non-profit work, she managed grassroots, digital and SMS marketing campaigns for companies such as Target, Verizon Wireless and Macy's at a Minneapolis marketing firm. Adva graduated from the University of Minnesota with a degree in Broadcast Journalism. She lives in Chevy Chase, MD with her husband and two daughters, and plays in DC-area bands.

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