Quality Over Quantity 99% of the Time

Jason Falls is the Senior Vice President of Digital Strategy (& Director of Bourbon Integration) at Elasticity, a digital marketing and public relations firm. Think digital-era Don Draper (especially with the bourbon). Jason produces a ton of content, not only for clients, but he also has two books of his own.

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Full Episode Details

Jason Falls is the Senior Vice President of Digital Strategy (& Director of Bourbon Integration) at Elasticity, a digital marketing and public relations firm. Think digital-era Don Draper (especially with the bourbon). Jason produces a ton of content, not only for clients, but he also has two books of his own.

On this episode of Content Pros, Jason shares that whatever the content, long-form or short, there are two things to remember:

1. Keep sight of the overall strategy. Don’t get so enamored with tactical executions and ideas that you forget what the overall strategy is. Get everyone on board, top to bottom. “There should be triggers in place to make sure that everyones is pointed in the same direction.”
2. Plan to measure. From the start, build the expectations of the metrics that you’re going to generate before you talk tactics. “It’s identifying the audience that is ultimately going to purchase your product and making the path to conversion as smooth as possible for them.” You can’t do that if you haven’t started measuring what works and what doesn’t.

What did you want to be when you grew up?

When Jason was 8–10 years old, he wanted to be a radio disc jockey. “I got my first radio DJ job at age 14, so I accomplished that very early. Life has been downhill since.” From there, he wanted to be a combination of Howard Stern and Terry Meiners, then later an Anchor on Sports Center. “At various and sundry stages in my life, I wanted to be one of those three or four things and I guess, in a weird way, I accomplished each of them…sort of.”