Return on Attention: Turning Visibility into Value
In the creator economy, we've heard about the limited resource that is attention. There is certainly an art to capturing it. While everyone obsesses over views, likes, and follower counts, the smartest creators and brands are quietly optimizing for something else entirely: Return on Attention (ROA).
Return on Attention goes beyond vanity metrics to answer the critical question: What value are you actually generating from the attention you've earned? When do we stop asking "how many people saw your content?" in favor of asking what happened because they did. Did they remember your message? Take action? Build a relationship with you and your brand? Share it with the right people?
This workshop introduces ROA as the essential framework for growing your brand and crafting your content strategy in an oversaturated digital landscape. As the push for visibility reaches unsustainable levels and going viral becomes increasingly common (and increasingly meaningless), understanding how to measure and maximize the actual return on the attention you capture becomes your competitive advantage.
You'll learn:
The key factors that convert passive attention into meaningful outcomes
How to design content strategies that optimize for ROA, not just reach
Real-world examples of brands winning with ROA-focused approaches
Stop chasing empty visibility. Start building strategies that turn every moment of attention into mutual returns. <3
Guest Speakers Include:
Ruby Oluoch - Power Builder & Brand Narrative Strategist
Ruby Oluoch builds power through storytelling. As the founder of Rolu Works, she has led narrative strategy at the intersection of art, justice, and leadership with experience guiding founders, CEOs, and cultural institutions through moments of reinvention. Her work has supported initiatives focused on racial and gender equity, with clients like the Minnesota Business Coalition for Racial Equity, GreenLight Fund Twin Cities, and The Partnership Inc. Ruby's approach to strategic communications focuses on integrating the narrative forces of culture, media, education, and policy to develop messaging that inspires audiences through values of imagination and care. Prior to consulting, Ruby served as executive director of Pollen, a media arts organization that harnessed the power of narrative change to build a society that is free, just, and loving.
Amber Burns - Content Creator, Creator Relations & Social Media Strategist
Amber is a passionate digital marketer and community builder with experience in influencer relations, social media, and content development. Throughout her career, she has worked closely with communication and marketing teams to develop campaigns that are authentic, actionable and creative. She loves work that allows her to tap all of her niche interests across books, pop culture and history. She prides herself on work that champions diversity, and amplifies Black brands, culture and creatives.