I promised I would never use words such as ‘epic’ or ‘ultimate’ in blog headlines. For once, I’ll break that promise. You know that content marketing is about using customer-centric, mutually valuable and persuasive content in a smart and integrated way. (Online) content needs to engage, respond, persuade and serve, whatever form it takes. And thus it needs to be relevant, in all possible contexts.
Although times have changed and keep changing, the foundations of persuasive content were laid out quite some time ago. And guess what? They still apply. One of the very first books on persuasive content was originally published in 2001.
It was called ‘Persuasive Online Copywriting. How to Take Your Words to the Bank‘ and also explained a new concept that is still used today by many thousands of experts and practitioners: the Persuasion Architecture. [Read more…]