Want people to engage with your content? You need to add a ‘curiosity gap’
An important concept we teach to businesses in our content marketing workshops that we first learned when working with broadcast media companies like the BBC, is to create ‘curiosity gap’ in your communication.
But what on earth is a curiosity gap?
Scale-up series: What are your brand ‘touchpoints’?
As a digital brand experience agency, we work with many clients from different sectors and markets, however, notice terms are used interchangeably, and wrong in some circumstances. So, over a series of articles, we wanted to clarify how we see the meaning of industry terms, starting with brand touchpoints.
What invitational marketing is, and why your strategy should include it.
The focus of invitational marketing is on creating an enjoyable experience for the customer, rather than pushing a hard sell (aka persuasion marketing – we’ll cover this soon). The invitational approach to marketing is often used in industries where building relationships with customers is important, such as in luxury goods, hospitality, and service industries.
How are you attracting leads to your business in 2023?
The pandemic has shown us that focussing your profile-raising activities purely on physical and word-of-mouth interactions is a critical vulnerability for businesses.
It limits you to people in your geographical area of the ad placement, but also that your target customer happens to see it and takes a positive perspective of your organisation afterwards. It doesn’t allow for engagement outside of the local area, and we suspect, that it won’t lead to organic marketing (that is people talking about it) unless it really is remarkable.