When and how to convert your content into an eBook

Publishing content on your blog or content hub is a good thing. But what about leveraging even more value and revenue from it?

You’ve seen it, websites and publishers that invite you to leave your email address to download a whitepaper or case study in PDF.

We very often see this in the B2B space.

Do you use this technique to gather data on your leads and prospects? Have you even ever thought about selling your eBook on Amazon?

Ryan Biddulph, from Blogging Tips, has published an interesting article on the subject and I wanted to dive a little deeper on the actual value creation this can have.

There are two avenues that we need to cover.

  1. Publishing a downloadable PDF on your website, gated by a form asking for some information.
  2. Publishing your eBook on Amazon or other self-publishing platform.

In the first case, publishing a downloadable version of your content on your website is an extremely effective way to build your audience, gather data and email addresses (which, I keep repeating, is THE most valuable asset you can have on a person, surely beats a Facebook follower!).

By offering premium content in exchange of some information, you are qualifying potential clients, customers or ambassadors, depending on your industry.

You can even convert existing content and package it as a downloadable PDF, some people prefer printing a document and reading it offline.

You can also offer this content as an upgrade to existing content, with a checklist or Excel template.

But offering longer-form content as a printable asset is a very efficient way to attract and retain an audience.

If you want to potentially generate actual revenue from this downloadable content, you can even go with option 2 above and sell it on Amazon.

There are some guidelines you need to respect, but a 5,000- to 10,000-word document means a 30 to 45 minutes read, which is a great length for any person wanting to dive deeper into a niche subject.

There are many ways to build a loyal audience, and creating premium eBook content is a great way to do so.

Interesting in creating a premium eBook for your brand let us know and schedule a consultation with our experts at Toast today.

Conversational content: 9 keywords that work

“The most human companies will win.” — Mark Schaefer

We publish a lot of content on our client’s properties and social platforms. Our website’s masthead says, “Our goal is to make an impact and build, with you, brands that are more human, more useful.”

How do these two things tie in together?

Although sometimes we simply fill a need to inform audiences of a certain point of information, at other times we are aiming to be conversational, to actually trigger deeper engagement.

And our clients are not alone.

All brands create a mix of content that aims to inform, educate or entertain, but at times, many of them also want to add a conversational level to the messaging.

But how often do we see marketers and brands try to create this kind of engagement and right away know that it will be a failed attempt at generating feedback, comments or any other form of deep engagement?

Buzzsumo published an article that outlines the words they have seen consistently work in creating engagement on conversational social media posts.

They based their analysis on the “Social Penetration Theory” that describes that people have 4 levels of disclosure:

  • A. Clichés
  • B. Facts
  • C. Opinions
  • D. Feelings

The further down this scale you go, the better you can understand someone.

Or a brand.

Brands should not be afraid to take a stand, either directly or through their employees.

At Toast, if you subscribe to our Facebook page for example, you will get a weekly article recommendation from one of our employees. This is an article that resonated with them, made them feel something, and aims to allow you to get to know us and the people that work on our client’s mandates.

This week, Giuliano Bossa shared an article about a specific word that generates longer view time when it is used in the first moments of a video. And that word is also part of this study by Buzzsumo. Which word is it? Visit our Facebook page to know!

In Susan Moeller’s research from the Buzzsumo article, the words that have been found to work pretty well in conversational content, on social platforms and others, are:

  1. Passionate
  2. Agree
  3. Think
  4. Feel
  5. Support
  6. Story
  7. Improve
  8. Hear
  9. You

So how often is your brand using these words and approaches in conversational posts? How well do these resonate with your audience?

Moeller digs deeper into the 4 levels of disclosure along with the words mentioned above, I strongly invite you to read the entire article and start crafting better conversational messaging.


Want your brand to have better conversational success with your audience? Let us know and schedule a consultation with our experts at Toast today.

Beyond keywords: Your SEO checklist for content creation.

What are the fundamental SEO optimizations to apply and look for on your pages?

Looking to grow your organic traffic, but don’t know where to start? Don’t feel bad, SEO consists of hundreds of technical details, but is also related to the content and incoming links of a site. It can therefore be very difficult to prioritize your actions and know how to organize yourself.

In this article, we explain which content optimizations should be planned as soon as possible and how to implement them. You will then be able to ensure that the basic referencing best practices are applied to your e-commerce site. 

  1. The H1 tag and the content hierarchy
  2. The meta data
  3. The Loading Speed
  4. The Perfect Compatibility With Mobile Devices
  5. The Structured Data
  6. The Internal Meshing
  7. The URLs

 

1. The H1 tag and the content hierarchy

A few years ago, it was enough to simply add an H1 tag and your keyword to a page to obtain magical SEO results. Plus, the H2 and H3 headings also had a significant impact. Although nowadays their roles are more nuanced, their optimization remains an essential step.

What are Header tags?

Let’s start by defining what a header is. H1, H2, H3, etc. are HTML headings that serve as a title or introduction and help navigation, as defined by MDN. In other words, they encapsulate titles and subtitles. Here, for example, is an H1 tag: <h1> This is an H1 tag </h1>.

The H1 Header

Among these header tags, the H1 is the main title—in the case of a blog, for example, it would be the name of your article. Thus, it is usually placed on content that introduces a page. As mentioned earlier, this header has long been seen as having the biggest impact—and it remains important.

Although this question is often debated, and Google itself says otherwise, it is good practice to have only one H1 per page. 

There are two main reasons for this:

  • Since the H1 tag is the main title of the page, it makes sense to have only one.
  • Its remaining weight is important, it is preferable not to dilute its importance by using several of them.

Also, the H1 tag should not exceed 70 characters (including spaces) and its content should not be a duplicate from another page. Finally, it should include the main keyword of the page and be the first header tag of the page.

Tip 1: ensure that each page of your site that is intended to be positioned on search engines has a single H1 tag that:

  • is fewer than 70 characters long
  • is unique within the site
  • understands the main keyword of the page.

Pay particular attention to the H1s on your category and product pages.

The Other Header Tags—The H2 and H3

It is important to know that only the H1 to H3 tags have an impact at the SEO level. H4, H5, H6, etc. are therefore not important for the referencing.

With that being said, let’s talk about the use of H2 and H3 tags. Use them especially for pages with a lot of content and for pages that use subtitles. We tend to recommend having at least a few H2 tags on each page.

In the H2 tags, place your secondary keywords or variants of your primary keyword. They must also introduce a subtopic within a page. For example, if your page talks about winter boots, its H2 tags should introduce topics such as “women’s winter boots,” “men’s winter boots,” etc.

The same applies to H3 tags. These should focus on sub-themes within the subtopics introduced by each H2. Use as many as your logic suggests.

Tip 2: use an H2, then potentially an H3, each time you introduce a new sub-theme within a page. For each of the tags, make sure that they:

  • are fewer than 70 characters long
  • are (preferably) unique within the site
  • have a good understanding of the main keyword of the theme they address.

For a Logical and Optimized Content Hierarchy

Finally, with regard to the content hierarchy, that is, the order given to the header tags in a page, we recommend that you:

  • keep it logical—an H2 should not be before an H1, and an H3 should follow an H2
  • optimize it by using keywords, and following the reasoning of themes/sub-themes mentioned earlier in this article
  • avoid placing Header tags on navigation elements or without interest for SEO (e.g. a sidebar).

2. The meta data 

Like an H1, the meta title is traditionally seen as one of the priorities when it comes to optimizing a site for SEO. In the past, it could be as simple as recalibrating it and making sure it understood the keyword you wanted to work on for a page to reach heights. Again, it is no longer that simple. But the tag <title> remains an important positioning factor and the meta description continues to have a significant impact on the click rate obtained on search engine result pages.

What is metadata?

These are also HTML tags: 

  • <title> This is a meta title </title> for the meta title
  • <meta name= “description” content= “This is a meta description”> for the meta description.

They are intended to provide a title and description for search engine result pages. Here’s what it looks like for gotoast.ca:

Optimize Your Meta Titles

The meta title remains a signal taken into consideration by the search engines to position a page. It is therefore advisable that it include the main keyword of the page. But it must also be made for the user: it must encourage them to click.

Here’s how to optimize a meta title:

  • it must be unique for each page
  • It must be a maximum of 70 characters (including spaces)
  • it must not simply repeat the content of the H1 of the page
  • it should ideally include the brand: {Content of the meta title} | {Brand}. If you are short of space, do not enter your company name
  • on the home page, do the opposite, put the brand in front to maximize your positioning on your name: {Brand} | {Content of the meta title}
  • make sure you use the main keyword of the page.

Create Effective Meta Descriptions 

Since 2009, the meta description no longer has any consequences on the positioning of a page (for Google in any case). But it has a direct impact on the performance of your pages in Google’s results pages.

For each page, provide a meta description that: 

  • is unique—not duplicated across the site
  • is between 120 and 160 characters (including spaces) so as not to be cut or replaced
  • describes the content of the page correctly, otherwise Google will tend to rewrite it for you
  • includes a call-to-action that encourages the user to click and visit your site
  • uses the strategic keyword(s) on the page to make it bold when the user searches.

Prioritize Your Meta Optimization Work

If your site contains thousands of pages, many products, and several articles, then the optimization of your metadata can be very time-consuming. We therefore recommend that you start by attacking priority pages (those with the most SEO potential), or those with the lowest click rates on result pages.

So just work gradually. You can also create metadata templates by page type—this can be a temporary solution. For example, in the case of a transactional site: for the meta title {Product name}—{Product category}—{Product category}—{Product subcategory} | {Brand}, and for the meta description, the first 120 characters of the product description + {Product name}.

Meta optimization can be done continuously. Test adjustments and analyze their impact, then optimize further.

3. The Loading Speed

Since 2018, the loading speed of a page has been a factor in mobile positioning on Google. Thus, a slow page can lose positions in the search giant’s mobile index. The slowness of your site can therefore be costly.

Since mobile traffic often represents more than 50% of a site’s overall traffic, not optimizing it for speed is a major risk. In addition, it is very likely that Google will consider this factor for other devices in the future. 

How to Improve the Loading Speed of Your Site’s Pages? 

This is a complex issue. This can range from simple image compression or cropping to optimize your server’s response time or caching. In any case, very often it is a difficult optimization to perform, as it depends on many factors that may be beyond your control (for example, a library or a WordPress extension).

Start by identifying the major problems that affect the loading speed of your pages. A tool like Page Speed Insights, provided by Google, can be a good start to this. Then, identify the optimizations that are easy to implement. Then, make your optimizations as you go along and test again, at each step, the performance of your site to understand its impact.

How to Determine If Your Site Has Speed Problems?

We often hear from a developer or site owner that the site does not have speed problems and is very efficient. This declaration is usually followed by a demonstration on a high-performance computer, which has already been used to visit the platform in question.

The truth is that this issue is so complex that we must try to study it objectively. To do this, use a tool like the one mentioned above, or software that tracks server performance. You can even use the speed reports provided by Google Analytics. Please note, however, that these are based on user samples. 

The AMP (Accelerated Mobile Pages) Solution 

Launched in 2015 and widely promoted by Google (who supports it), AMP technology is a solution to optimize the performance of your site for mobiles. It uses simplified HTML and JavaScript, which are much faster to load and execute. 

It should also be noted that extensions are available for WordPress, in particular, to convert your pages to AMP for mobiles without too many difficulties and little or no development. The best known is called AMP

However, many site owners have criticized the performance in terms of conversions recorded on their site following the switch to this technology. Due to its simplified and refined nature, AMP is not necessarily suitable for all kinds of sites. You can use it only for certain pages (categories, articles and product pages, for example).

4. The Perfect Compatibility With Mobile Devices 

As you may have understood, Google is now focusing on mobiles. This process went through three stages:

  • Google started by analyzing the mobile version of each page separately to position it in a differentiated way
  • The search engine then decided to take into account the loading speed on the mobile as a positioning criterion 
  • Finally, in 2017, Google began to deploy an index dedicated to mobile results

As a consequence, your mobile pages are now fully analyzed. This is why it is so important that your site is perfectly optimized for mobile devices.

How to Know If You Have a Problem on Your Mobile? 

Start by analyzing how Google sees your mobile pages. Use the tool provided by the search engine for this purpose

You can also check your statistics in Google Analytics or Google Search Console to see if your organic traffic is poor on your mobile.

How to Make Your Site Mobile-Optimized?

 

If your site is already “responsive,” or already has a dedicated mobile version, use the tool mentioned above to identify possible problems. Adjust them and test again. 

If this is not the case, you need a site adapted to mobiles. Making your site “responsive” is to be favoured to offer a more fluid and consistent user experience. AMP can also be a solution (see above). 

5. The Structured Data

Although their use by search engines is still relatively limited, they can be worth it to gain visibility in their results pages. They do not offer any advantage in terms of positioning, but they can improve your click rates. 

Who has not seen the example of recipes that appear with images, cooking times, notes, etc. on Google’s result pages? You too could benefit from this for your product pages, for instance.

What Is Structured Data? 

It is a tagging system that is used to associate certain values on a page with information clearly identified by a detailed taxonomy within the Schema.org documentation.  

They allow a search engine like Google (which uses and supports schema.org) to use the tagged information to enrich the results it displays. They are also used to verify certain information (such as price) for advertising platforms such as Google Ads, and many more.

How to Set Them Up? 

Start by determining what kinds of structured data you could put in place on your site. Consult the documentation proposed by Schema.org. For a transactional site, Product and Offer data are necessary. 

Then, consider what implementation options are available to you. If you want to go ahead and add them to your site by yourself, Google recommends using the JSON-LD format. On the other hand, if you have a CMS like WordPress, extensions like Yoast SEO could make your work easier.

Be careful, because Google can take action against your site if you do not use the structured data as recommended. Using the wrong property (Product for a service, for example) and including information that is not on the page are some of the practices that can cause you problems.

6. The Internal Meshing

Links can make a big difference in the positioning of your site, and not only in terms of external (or “backlinks”) links. By “internal mesh,” we refer to the internal links between the pages of your site.

Optimize your internal mesh: develop a strategy to create links between semantically related pages. This is particularly important for e-commerce sites, between product and category pages, but also between the products themselves.

To do this, there are some techniques that are used by most of the transactional platforms that we will quickly review here.

Please, Put in a Breadcrumb Wire!

The breadcrumb trail, the contextual representation from which a page is located within your site, is not only essential for the user to navigate effectively within it, but it is also important to create links between pages that are closely related from a semantic point of view.

Make sure that your breadcrumb trail always reflects the site’s tree structure. Platforms like Magento do not offer this possibility easily, because a product can belong to several categories, and the system does not handle this problem well. 

Product Suggestions 

The famous product suggestion, which is very useful to help users find what they are looking for, but also, potentially, to inflate the average basket, is also a weapon for the internal mesh. As with the breadcrumb trail, this feature, very classic for an e-commerce site, helps to create links between semantically very similar product sheets. 

Implement this feature and adjust it, if necessary, to make relevant suggestions and to ensure that the links in question are really appropriate. Of course, also make sure that search engine robots see these suggestions.

The same logic applies to your content pages and articles.

Inspirational or Educational Content 

Finally, one of the best ways to develop quality internal links is to create inspirational or educational content that helps users make their choices while pointing to produce pages and category pages.

A well-documented content strategy will allow you to have your audience’s needs and expectations in terms of inspirational and educational content in hand.

7. The URLs

Let’s finish this list with URLs! In the past, they had an important weight for the positioning and indexability of a page, or even a section of a site. Although this is less the case nowadays, at least as far as the use of keywords within them is concerned, their optimization remains important in several respects:

  • to help search engines understand the structure of the site
  • to help search engines understand which language version a page belongs 
  • to fight against content duplication
  • to ensure the indexability of content
  • to reinforce the semantic field used in the page.

But it is not always recommended to modify the URLs of a site, especially if it affects their structure and if it contains thousands of pages. Why? Quite simply because for each modified URL, it is necessary to make a permanent redirection (301), which can very quickly be a source of problems and monumental tasks. But also, because redirecting a page does not transmit 100% of its aura to the news.

What Is an SEO-Optimized URL

To be conducive to indexing and positioning a page, a URL should: 

  • be short (less than 115 characters) and clear, with a logical structure
  • use the main keywords of the page
  • not use “stop words” such as “from,” “the,” etc.
  • not understand any parameters
  • not include capital letters, underscores or special characters.

Be cautious about the use of sharps in URLs, as they are supposed to prevent the indexing of the page that uses them. It is also a technique—more or less effective—often used to prevent product variants from ending up in Google’s index.

When to Choose to Optimize Your URLs or Not?

Again, think twice before changing URLs, especially if it affects many. 

We do not recommend changing them, if:

  • the pages concerned are old and very well positioned
  • the change you plan to make will impact many URLs and that among them are important pages, already well positioned
  • your site is efficient with its current URLs and is well indexed
  • the affected pages receive quality links.

However, it may be a good idea if:

  • your current URL structure interferes with the indexing of your site
  • you use dynamic content
  • the pages affected by the change are recent and/or have no authority or quality incoming links
  • the pages do not use any keywords and your site is not performing well from an SEO point of view.

In conclusion: optimizing your Web content for search engines is a mix of good technical and writing practices, but also a lot of tricks that you have to learn over time. Need help finding your way around? Our team is here to help you bring out your articles in Google’s results pages (but not only!).  

 

This article is written by Myriam Jessier, SEO expert and collaborator at Toast, and strategist at PRAGM.

35 content format prototypes, one year, and lots learned at the BBC

The BBC’s innovation laboratory publishes its results and presents the prototypes that had the greatest impact on audiences.

For the past year, the BBC News Lab has been testing a number of prototypes for presenting and structuring content (35 in total!) with the aim of discovering new ways to tell stories and structure the (sometimes complex) information that the public broadcaster wants to offer.

Tristan Ferne, head producer of the BBC’s R&D project, published a very detailed article on the prototypes that had a positive impact (and those that were not well received at all).

This article is a gold mine for any innovative content marketer or content designer wishing to explore new presentation or structure models that can be adapted to the needs of the reader/listener/etc.

I consider that many of these prototypes could be deployed by advertisers and brands.

In the projects that Ferne describes, there are several very interesting explorations on the notion of reader empathy, where the content can be adapted according to the desires of the person who consumes it.

Two of the objectives of the last few months were to:

  1. Tweaking the stories based on each reader’s information needs
  2. Breaking down the news into more digestible bits, helping readers grasp the complexity of various current events

In the article, you will find lots of details about their discoveries as well as about the prototypes that didn’t work.

An article to save, and to bring up during your brainstorming sessions when you would like your brand to innovate in the way it publishes and deploys its content.

With 14,218 words, the New York Times newspaper provides us with a perfect example of content adaptation

The American newspaper adapted its 14,218-word article into many versions, in order to reach as many people as possible.

On October 2nd, the New York Times published a major investigation into the income of US President Donald Trump and how he became so wealthy, including resorting to certain tax evasion practices.

An article of 14,218 words. You read it right, almost 15,000 words! What’s even better is that any content marketer can learn valuable lessons from how they approached the distribution and amplification of this major investigation.

“This is one of the longest stories that we’ve ever run in the news pages of the Times, one of the longest investigative stories we’ve run period,” said Paul Fishleder, who coordinated the editorial staff and is the head of the Times’ political investigations department.

In itself, the publication of such a long article is relevant. The subject asks for it, as it is also a highly shared type of content.

But where it gets particularly interesting is in the way the newspaper chose to deploy this story.

First launched on a Tuesday afternoon, at a time when it would be most likely to be seen and received without being drowned in the media cycle, it was also published, on eight pages, in the Wednesday morning paper edition.

But since the entire population is not ready to take nearly 1 hour and 15 minutes to read the full report, the newspaper decided to release several versions of it at the same time.

Fishleder’s team therefore decided to publish, at the same time as the full version, a version of about 2500 words:

They also created an interactive version that includes video:

And finally, it seems that the email alert also had its own (very long) version:

In short, The New York Times has maximized the reach and potential reach of this content, in which it had invested heavily, by adapting it in multiple versions, to the reading context, but also to the persona of its readers.

This approach of maximizing content budgets through adaptation is something we highly recommend at Toast.

It is a key technique that is highly beneficial in optimizing content marketing budgets, because it allows you to go in depth into a subject, knowing that its potential will be taken into account during distribution and amplification, with different audiences and in different contexts.

So, which of your future content projects will benefit from this type of approach?

An analysis of 5,860,631,392 articles shared on Facebook

What are the attributes of articles that generate the most social shares on Facebook?

Those of you who know me know that I am a computer engineer (I’m not a practitioner, however!).

So the geek in me is attracted to numbers, systems and analysis.

Neil Patel, who owns the “Ubersuggest” tool, also appreciates this type of content and has used the data collected through their tool to analyze the attributes of 5,860,631,392 articles shared on Facebook over time in 64 languages.

In an article published on his platform, he highlights some of the elements that seem, depending on how many times they are shared, to encourage readers to share what they have read and seen.

Here are some interesting elements:

  • How-To’s are the most popular;
  • Articles with a 7-word title generate a higher level of sharing than any other length;
  • The more images an article contains, the more it will be shared;
  • Your “list” type content should have as many elements as possible;
  • Articles between 5,000 and 10,000 words are the most shared.

Other statistics are taken from their data, including the emotion of the article, news versus evergreen, and a few others.

I will let you take the time to read the article, and feel free if you would like to discuss any of it, or even ask us to do a similar analysis, an audit, of your own content, we are never very far.

John Deere, still above the crowd

John Deere’s The Furrow magazine, now in its 123rd year, is still an example of best practices in content marketing.

For years, I have used the example of The Furrow magazine as part of the genesis of content marketing and branded content.

A magazine by farmers, for farmers.

An editorial team of 6 people operating independently, most of whom have graduated in agriculture or other related sector.

550,000 readers, the majority of whom are John Deere customers. 40% of them read each issue from cover to cover!

And the strength of The Furrow, according to David Jones, publications manager at John Deere, is the total independence between the editorial team and the brand’s messaging.

And as proof:

If you took the issues of the last 50 years, you would have trouble finding the words “John Deere”, they appear only about half a dozen times!

When we say at Toast that humility is at the heart of a good content strategy, you have an excellent example here.

I invite you to read Minda Smiley’s article (The Drum) which summarizes David Jones’ talk at C2 Montreal this year.

Ideal length for a blog post: 2,100 words

In the daily grind as content marketers, we often ask ourselves how long should a piece of content be.

How many characters should my Facebook publication have?

What is the ideal length for a blog post or an article?

40 characters and 2,100 words respectively.

Hubspot recently updated their Character Count Guide for Blog Posts, Videos, Tweets & More so that the community can properly orient its creation process based on best practices for multiple platforms.

The data is collected from various studies and their own analysis of uses and the engagement, or even how it is displayed on screen, that results.

I won’t copy all the results and numbers here, you will find them in this Hubspot guide that offers valuable data for your blog posts, Facebook, Twitter, LinkedIn, Instagram, Snapchat and YouTube.

Content marketing: Quality vs Length

The length of your content might not be as important a factor as we thought.

If you’ve never stumbled upon an episode of the “Here’s Why” series by Stone Temple Consulting, this will be your first contact with a quite unique approach where, in the introduction of each episode, the partners get dressed (!) and play out a skit on the subject of the day.

This time, in episode #98, we are greeted by Napoleon and Abraham Lincoln in a sketch on the quality and length of the content that your brand publishes. (In episode #97, it was all about the universe of Star Trek…!) 🙂

So the question of the day is all about the importance of the length of the content you publish (focusing on written copy) in correlation with the importance of the quality of that same content.

Of course, you will have guessed, quality is the aspect that wins the match here.

The video explains a rule of thumb you can use to evaluate if your content is of quality. You should ask yourself 3 questions when planning content production:

  1. Is it useful and relevant for my target audience?
  2. Is it aligned with my business objectives?
  3. Does it stand out in its topic?

If the subject gets you fired up and interested, I suggest you take 6 minutes and watch this episode of “Here’s Why”. It is as entertaining as it is interesting!

How to create memorable content: the brain science

Memorable content, the science behind producing content that will trigger a future action.

 
There is a lot of talk about getting your content to stand out in a sea of information and publishing coming from brands, friends, systems, etc. Content distribution is very important, getting your content in the right place at the right time. But that’s not the entire story.

And if you’ve heard anyone talk about content marketing and video marketing in a knowledgeable way in the past few years, you’ll know content is not a proper tactic to drive sales directly.

Content is used to build brand equity, trust, connection.

But how can you convince your C-level superior that they should invest in it if it won’t drive sales directly?

And most important, how can you make sure that your audience will actually remember seeing your content if you get them to consume it?

This is where the science of content marketing, memorable content, comes in. This is where prospective memory comes in.

For fun, here’s a little test. Answer these three questions as quickly as possible:

  1. What continent is Kenya in?
  2. What are the two opposing colours in the game of chess?
  3. Name any animal.

Did you know that in studies like these, roughly 20% of people answer zebra to the last sentence and about 50% respond with an animal from Africa?

Should you ask that third question without asking the first two, people will answer zebra in about only 1% of cases!

This is how you can approach content production, with the principles of prospective memory in mind. Thinking about that action you want your consumer to do at time B and scripting the content he will watch at time A accordingly.

This is all from a great article published at Branding Strategy Insider. Carmen Simon, PhD, author of “Impossible to Ignore: Creating Memorable Content to Influence Decisions” does an excellent job of giving us the basics on how to produce great, memorable content.

A must read.