How to win attention with human-centred content
summary
Content must stop selling the company and answer real customer questions using tools like AnswerThePublic and AlsoAsked, talk to sales/support for FAQs, and write descriptive headlines and scannable subheads. Use examples — Squarespace’s “A website makes it real,” MailChimp’s sweating send button — and follow three purposes: educate entertain or inspire. Note the hard numbers cited: 69% view mobile video with sound off and 80% more likely to finish with captions; buyers consume 3–5 pieces of content before contact.
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chapters (30)
- 0:00Intro
- 0:55Why isnt your content getting attention
- 1:32The harsh truth
- 1:44What is content
- 3:33Human nature
- 4:04Head vs heart
- 4:32The old adage
- 4:55Heart thrives on emotion
- 5:54Wheres the emotion
- 6:19Human connection
- 7:38Emotion
- 8:13Example Squarespace
- 9:33Example MailChimp
- 10:50Educate Entertain Inspire
- 11:19Seth Godin
- 11:32Answer the Public
- 12:16Overwhelming Chart
- 13:02Also Asked
- 14:29Education Content
- 16:07The Most Important Person
- 16:54First Date
- 17:11Radix Communications
- 18:29Common issues
- 20:16Title and headline
- 21:04Third headline
- 21:34Sub headers
- 22:23How people consume content
- 23:54How long should my content be
- 25:18Final quote
- 27:23Outro
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