Mike Templeman identifies in Forbes five points of how to include neuroscience research in your native advertising and content marketing. Below we will use these points connected with using eBooks in the content marketing strategy. The concept basically is focusing on emotions and to keep it simple in order to boost engagement. The engine is interactivity.
Step 1 Emotions.
Focus on emotions to wake up the brain. With an enhanced eBook with the possibility to use different forms of media, the mix is very important since the risk is that it takes away the focus from your story. The story is actually the most important part of your brand, so to get this mix right is vital.
Step 2 UX Design.
Focus on what the receiver can do by themselves, make the content interactive and user-centred, invite the user to put the new knowledge into practice.
Step 3 The Format.
Describe an environment where the receiver feels familiar and want to interact. A book is still a text-based format, that is what the receiver basically expect, and what is making your storytelling taking the direction that you want.
Step 4 KISS – Keep it simple.
Keep it straight forward, and from the start to the end, relevant, without confusing complexity, tell your story, make it authentic, add value to the receiver.
Step 5 Design.
Aesthetics, boost attention with an unexpected choice of words and phrases, choice of illustrations and other interactive forms of media.