• How to Make an Emotional Narrative Work For Your Brand

      I want to tell you about the last time I cried. A few months ago, inside a little laboratory in Claremont, California, I was hooked up to a machine that measures your brain activity from an armband. The lab belonged to a neuroscientist named Dr. Paul Zak, and the brain machine is called the INBand, a new device that looks like an Apple Watch and goes on that part of your arm w ...

      Shane Snow/ The Content Strategistin How To's- 11 readers -
  • Why Understanding Pain Is the Key to Customer-Centric Marketing

    …, or created your own from scratch. Good on you in either case; these are foundational parts of your strategy. But I also believe that these aggregations of human behavior can take away from our empathy. In one study, psychology researchers at Israel’s Ben Gurion University gave participants photos of eight children, only with names and ages…

    The Content Strategist- 29 readers -
  • InMoment Study Reveals 6 Unexpected Keys to Personalization

    … point to some obvious keys to success, but quite a few more will be unexpected to many organizations. Consumers want: Personalized Experience – If you’re going to collect information, consumers expect you to utilize that data to personalize messaging and promotions accordingly. Transparency – Brands must keep consumers informed on the ways…

    Douglas Karr/ Marketing Technology Blog- 30 readers -
  • When Facts Fall Short: Why Brands Need a Point of View

    … On Tax Forms” an Onion article sponsored by H+R Block, in which the product takes a backseat so the content can generate an emotional response. These examples show a choice between stating facts, driving emotions, or being somewhere in between. Marketers have to balance a brand’s positioning with a publisher’s perspective and a consumer’s interest…

    The Content Strategist- 16 readers -
  • How to increase your content’s viral potential

    …, relevance and tapping into something in the wider consciousness that resonates with people. But many researchers and marketers have set out to define, scientifically, what exactly it is that makes us share content? What are the emotions and thought processes that are involved in the process of deciding to share something? And is there something…

    Search Engine Watchin Social How To's- 27 readers -
  • Social Media’s Marked Effect on Customer Experience

    … When businesses first ventured into the world of social media, it was used as a platform to market their product and increase sales. In the last few years, however, social media has morphed into the favored medium of the online community — a place to interact with the brands they admire, and more importantly, seek help when they have issues…

    Marketing Technology Blog- 26 readers -
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