The long and short of successful content, #contentmarketing

How important is the length of content? As content marketers and storytellers, should we write long or short? And, does it matter? It’s tempting to assume that, in today’s time-squeezed, distraction-packed world, only short, snackable content can cut through. After all, if it’s good enough for @realDonaldTrump, then surely it’s good enough for us? The data, […]

Science isn’t something to believe or not believe. It’s something to do – @thisisseth

Another from Seth Godin: “Science is a process. It’s not pretending it has the right answer, it merely has the best process to get closer to that right answer. Science is an ongoing argument, one where you show your work and make a prediction about what’s going to happen next.” We desperately need more science, […]

We owe you nothing – @thisisseth

Seth Godin points to a trend or attitude in business: to take a merely transactional perspective. “The dedicated fan sat through endless losing games. Even steven. Ticket purchased, game delivered. We owe you nothing. The problem with ‘even steven’ is that it turns trust and connection and emotions into nothing but a number. Revenue on […]

I want t-shirts …

New Journey Marketing explains why that may not be such a good idea, here. I joined Microsoft in the time of t-shirts, the period of polo-shirts. It was the very summer of personalised fleeces. I suspect that the very fine folks at Fat Face made a fortune from us. Somewhere, I still have a couple of […]

Echoes through time: strange words #contentmarketing

“Now, strange words simply puzzle us; ordinary words convey only what we know already. It is from metaphor that we can best get hold of something fresh.” Aristotle (384 – 322 BC), Rhetoric

Nudge Theory in messaging #contentmarketing

An interesting summary of Nudge Theory from the CIPR’s Influence magazine, here.

How a picture helps you pay your taxes

James Lawther at Squawk Point has an interesting post on the impact of pictures on vehicle relicensing rates. The trial was grounded in the work of UK Government’s Behavioural Insight team which is, in turn, informed by the work of Richard Thaler (co-author of the influential book Nudge). Imagery is an important part of story-telling and […]

Believe …

Steve Layman has a great quote from Daniel Kahneman: “A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.” I’m hoping this is from Thinking,Fast and Slow which is next up on my Must Read Shelf. […]

The neuroscience of narrative – Paul J Zak #writing

Here are some great resources on the neurochemical effect of storytelling. Paul Zak’s lab was responsible for identifying the importance of oxytocin in generating trust (as here). When I started to look at that, I found this much more interesting (for me) research on the generation of oxytocin during engaging narrative, and its related impact […]

Evidence in a post-truth world? #contentmarketing

Are proof-points passé in a post-truth world? On the contrary, they are more important than ever. In a world of Putin, Trump and the Brexit campaign, it’s tempting to think that evidence simply doesn’t matter anymore. Can’t you just say anything you like, as long as you repeat it loudly and persistently? Here are two […]

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