blue brain

Brains are being rewired by the net

As much as this blog focuses on interactivity, quizzes etc, text plays a huge part in how we consume content.

There is proof how the practice of consuming articles through tablets and smartphones is lowering attention spans.

In 2015, researchers surveyed 2,000 individuals and observed the brain activity of 112 other people using electroencephalograms.

Outcomes showed that the typical person’s attention span had gone down from 12 seconds in 2000. That of a fish is believed to be 9 seconds. That is a big change in a short period of time.

For the person. The fish is fine.

Print is different to online

And it is specific to online content as well. For example: This appeared in the blog for London content marketing agency FirstWord.

Until fairly recently, print and online were considered one and the same. But in reality, people react to them differently.

This was highlighted in a 2013 study by the University of Stavanger in Norway.

The experiment asked 72 10th-grade students (15-16 year olds) of similar reading ability to study two texts of around 1,500 words. Half the students had the documents on paper and half as a PDF file on a 15-inch monitor.

Afterwards, students answered multiple-choice questions with access to the texts.

The result? Students who had read the texts on paper outperformed those who read from a PDF.

Screens get in the way

The researchers found that screens impair comprehension by limiting the way people navigate texts.

The University of Stavanger’s Professor Anne Mangen believes students reading from PDF struggled to find specific pieces of information when referencing the texts. They could scroll or click through them only one section at a time.

Nicholas Carr and The Shallows

In recent times, the interest in the effect of the web was kickstarted by The Shallows, a book by Atlantic journlist Nicholas Carr.

In 2008, Carr’s article in Atlantic Monthly asked if perhaps have our minds been performing differently because of the time we’ve been spending on the internet?

Carr contended that our ideas, psychological procedures, and even physical brains are in fact being restructured.

https://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/306868/

The article struck a chord, and he went on to compose The Shallows, which considered this occurrence. It became a New York Times bestsellerbestseller and Pulitzer finalist.

The observations that Carr shares are not only unexpected – they’re essential to focusing on how our brains, and the human condition, are changing.

Despite the provocative headline, however, Carr’s summary Is not neccessarily against the internet.

Rather, he purely provides some clarity concerning the sacrifices we make utilizing the internet as we do, and advocates that we think about these losses along with the advantages the web offers.

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Interactive content marketing has many benefits.

It can make buzz around your corporation, get your company’s name on the market and even cause it to be memorable when it’s time for the person to buy.

Interactive content does this exceptionally well because it distinguishes you from your competition. As an aside I love this piece from the New York Times.

During the awareness stage, making users conscious that they have a dilemma is key.

Infographics, quizzes, etc. can visually show users the way they rank among their peers. And by interactive content we’re really speaking about poll surveys and other factors that require users to enter data.

These sorts of content aren’t typically considered high-performing lead-gen tools, nonetheless they will allow users to recognize your brand as long as they come across it again.

Hit the goals

Whether it’s an evaluation, a calculator, a survey or another format, you must determine which types of interactive contentcontent are the most useful fit for your business to achieve your lead generation goals.

This will likely involve some experimentation, but there are severa the benefits and drawbacks you’ll find each outcome.

Here are several typical sorts of interactive content.

Quizzes

Assessments (or quizzes) tend to be the most common form of interactive content.

They could be used by both B2B and B2C businesses. Assessments work nicely to the first stage of the buyer’s cycle (awareness), though they can travel further down the funnel.

If there’s a downside of this it’s the requirement of plug-ins or some elements of technical interaction. This may reduce the site.

When utilized as a lead-gen tool, assessments require user to input his/her personal details to receive results.

Calculators

Calculators require the user to fill in a form so that you can obtain some form of numbered answer.

Calculators typically require more time to design and prepare than examination do, due to the fact that business stakeholders should agree on the results presented and back-end computations should be mastered before launch.

However, calculators can also be the very best form of interactive content to attract leads since they typically offer valuable numeric information and facts that helps the user make purchase decisions.

Whatever you go with, inteactive content marketing can be very simple and only a plugin away.

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facebook building

Facebook creators can look forward to having a wonderful time releasing and managing their content on the platform from now on. Most of the updates and tools issued by Facebook today deal with video broadcasts and advertisements and Facebook have just made the process simpler for advertisers and content creators.

New Tools from Facebook for Content Creators

The company recently made an update to the Facebook Mentions which was offered to a few chosen celebrities, journalists and online influencers. It was used for the first time to go ‘Facebook Live’ back in 2015. It is a lighter version of the app with a ‘Following’ tab, ‘Mentions’ tab and ‘Trending’ tab.

The new update, which is yet to be released, focuses on the video creator and gives him new tools for better audience engagement. The creator can use frames and create intros and outros for their live video broadcasts.

Viewers will also be able to respond with cool new stickers! A new Community tab will also be incorporated in the app. It will make it easy for the creator to connect with his followers over Facebook, Messenger and Instagram helping build brand engagement.

That’s not all – analytics on audience viewership will also be available.

Facebook is trying to follow the line of Youtube and create a platform for watching videos. It is the best time for creators to engage in making their stories heard in an influencing way!

Video Advertisements

Facebook has also introduced a new feature of advertisements related to their videos. Now creators will be able to include ad breaks between videos which run for at least 20 seconds. The breaks have to be at least 2 minutes apart.

While there are apprehensions as to how this will play out, given the fact that many users might find this intrusive, it does sound great for advertisers and Facebook content creators at the moment – people were looking to monetize their Facebook videos for a long time now.

Understanding the Repercussions

The move is expected to profit the advertisers, but it can lead to poor video experience for the viewer. Nobody likes their videos to be disturbed by sneaky ads in between for sure!

The feature is also available on other video watching sites and used for content monetization. The new mid –roll ad feature is expected to open new ways for the brand to reach their audience. But only time will tell if the users really liked it!

Shopping with Videos

Another new ad format has been tried out by Facebook to help people directly buy products from the ads released by marketers.

Product images within the videos will link viewers with product details and a full catalogue. Called by the name Collection ad, it follows the line of Adidas which have used a similar approach.

Facebook wants to utilize the fact that watching videos are able to influence the purchasing decision of a consumer. It can help the marketers reach higher sales and also profit Facebook in terms of ad revenue.

Facebook has been constantly experimenting with its ad and video features in a bid to make them more engaging and attract viewers from all demographics.

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Graphs and data have been an area of great confusion in the past.

There was a time when too much information cleared a room. However, there have been significant changes in recent years. With open data, journalism has taken a turn.

Today, journalists are trained on how to understand data. They can browse through data sets and figures and represent them to their readers in a clear way.Today, any brand that wants to be competitive has to have this same skill.

There’s more than one way to achieve this goal. In fact, there are a few simple ways to go about this.What Do You Need to Find?Most of the stories written about current data involves being able to identify specific patterns.

Journalists should be able to see trends or specific behaviors present in a set of data. This isn’t always an easy task.

Join the dots

However, for anyone who can find hidden or overlooked patterns, the story will benefit. Being able to filter through data sets and analyze large amounts of information is a key component.

Next, display the data in a chart or graphic. Interactive graphs are great options and can be used with javscript libraries.

This type of display creates transparency by allowing readers to do their own analysis. While bar charts have a place, they’re less valuable.

More popular formats include sankeys and circle packing.After you have these two steps down, all you need to do is put the story together. There’s no limit to formatting options, but these three are probably the clearest ones to use.

Patterns or TrendsAlso known as cause an effect, find patterns of behaviors over time. See how these behaviors can be connected to other events. One example is how recessions occur when banks stop lending money.

Connections and correlations

This is an easy connection to make. There are other correlations that may be more challenging to find. However, use this advice cautiously. If you look too close, you can find a connection between almost anything.

Remember that the goal is the story and making sure that you tell the story in an interesting and engaging way.Top 50Most people like lists.

Whether your story is about the Top 40 Country singles or Top 10 Businessmen of 2017, this is a good choice. Having a list provides a natural category. Also, by their subjective nature, you can bring up alternate and interesting views.

Like with LikeUse a comparison over time to demonstrate how two things are alike and different. This is a great choice for a graphic and easy to understand. The only drawback is that this option may be weak as a standalone piece.

Creating content

Additionally, the supporting data needs to be excellent. All three formats can be used to create engaging pieces. Because so many companies struggle to produce engaging, relevant pieces, data is a great choice.

It’s always available and able to be used without any privacy concerns.

There are many ways to illustrate these stories and remember that interactive content is becoming hugely popular today.

The Content Marketing Institute found that greater than 75% of respondents to a survey reported that they would be increasing their efforts in this style of marketing over the next year.

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