Magic and marketing both rely on directed attention. The conjurer directs the audience away from the palmed coin while the marketer directs it towards the big, shiny, buy button. But attention is a fickle animal. If you’ve never seen the video below, I urge you to watch it now. It’s just 1:21, but it’s impossible […]
Cognitive load is a challenge for content writers … and the answer is NOT more muzak. How do you engage without overloading?
Okay, “post-social” may be a little apocalyptic, but it’s getting ever-harder to get cut-through on social channels. What does this mean for content marketing and the content you create? Cut-through in a crowded, cynical marketplace In this fake-news, foreign interference, data-for-sale world, our audience is cynical of everything they read online. At the same time, […]
It’s getting tougher all the time to drive engagement for even the best content. Search and social channels are more crowded, while audiences are increasingly cynical and overwhelmed. Strong SEO copywriting is vital, however strong your underlying content. Great writing sits at the heart of great SEO. But, it’s not a complete overlap. For SEO, […]
Marketing, especially content marketing, should be all about people. This neuromarketig article highlights how easily we lose the human aspect.
How do you capture attention when your audience is overwhelmed with social feeds, emails and noise? When B2B means busy-to-busy? Earn the right to be read.
What happens to us matters a great deal, but even more powerful are the stories we repeat about what happened.
If you’re writing for business then you’re writing to sell, whether that’s shifting widgets or pushing your point of view.
Over on the Neuromarketing blog, Roger Dooley has complied the Ultimate Neuromarketing Reading List. I’ve read a few of these, but found many more to add to my own Must Read list. Worth a scan for all marketers. Photo by Nicole Honeywill on Unsplash
We’ve talked a lot about how a little cognitive “friction” can aid learning and recall. Now, researchers at the Royal Melbourne Institute of Technology have produced a font designed exactly for that: Sans Forgetica. I think I first came across the research through the Harvard Business Review. Here’s a blog post from 2012. It’s also […]