World Environment Day – how to create good quality content

What an interesting week it has been. After being chosen to the top5 with my World Environment Day video, I’ve spent the entire week on the campaign trail – promoting World Environment Day, telling people about my video, commenting, talking, tweeting and blogging more. It’s great! Questions of the climate change, rising sea level, and water in general really seem to resonate with people.

So the five finalist videos were chosen based on quality, relevance to the theme (Small islands developing states in the broader context of climate change), creativity and originality, universality, and popularity and social media promotion. The winner, however, will be chosen based on a slightly different criteria: quality, relevance, creativity, and popularity of the video.

You may remember that in a previous blog post I was wondering what kind of content would be interesting to share from the World Environment Day festivities. Maybe combine some of the competition criteria to the so-called final product? Let me walk you through some of my thoughts on what might be high quality, relevant, creative and popular content from the #WED2014 festivities.


  • Keep it versatile. Create content that works in different channels. There’s a place for quick clicks on photos and updates (which are forgotten as fast as they are given) and more thorough and thought-provoking content (videos, blog posts), which probably creates a more lasting impression.
  • Keep in mind that good quality content is what delivers your message best. Don’t focus only on measuring the amount of clicks when you’re planning your content.
  • Remember that quantity does not mean quality.


  • Make sure you have a clear goal in mind: promoting a cause, raising awareness. All content should aim at achieving your goal.
  • Climate change is a complex topic. Cut it in pieces, and deliver them one by one instead of trying to squeeze everything together. This way you will probably reach different audiences, who respond to different aspects of this complex topic.
  • Create a continuum between all your content. This helps keeping it concise and not forgetting your goals.


  • Make it visual. Use photographs, graphics, live footage and typography in interesting ways.
  • Think out of the box. What kind of event coverage do you normally see, and what would you like to see. Use the exclusion technique to find answers. Start by asking yourself, what would you not want to see, and move on from there.
  • Use music, it can support your message in powerful ways.


  • Make it about people. A speech delivers an important message but might end up as rather boring content.
  • Let your personality show. In social media it’s always about you personally, no matter what goals you are trying to achieve.
  • Convey emotion that people can relate to.
  • Good quality content makes people want to engage. Try to create content that will linger in the minds of people instead of just passing them by. If you can create a community of interested people, you’re already winning.

♥ In the meantime: Today I get to celebrate with all the great people who made the crowdfunded Huuma magazine and seminar possible. Really looking forward to inspiring ideas, good discussions, and mind-blowing plans!

♦ Song of the day: Marvin Gaye, Inner City Blues (my Saturday morning classic)

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