The medium and the message: strategies and tactics for deeper content engagement
Marketers are time-poor, yet the remit and expectations of their function are expanding. Teams are tasked with defining and executing a multitude of strategies and tactics largely centered around the creation and distribution of relevant content and experiences. They then need to prove that those strategies are working.
Indeed, a critical challenge for today’s marketers is that traditional approaches to content creation and the formats used to showcase and distribute ideas, messages and expertise haven’t kept pace with the need to deliver meaningful and verifiable performance. Demonstrating the value of your content efforts remains tough, let alone improving on that value.
What is needed is a new approach. Today’s content professional needs to marry both science and art to realise true success. On the one hand, we need to be using tools that afford a more sophisticated way of tracking reader behaviour than the likes of the PDF. But to achieve more from our content, we also need to focus on improving how we design experiences.
This is where leveraging design psychology becomes imperative to improving content and the engagement achieved with readers. Studies have shown that content layout, format and navigation all play a pivotal role in how long people stay tuned in to a piece of content. The medium matters just as much as the message.
Are you ready to take the next step towards digital transformation in communications? And what are the strategies and tactics that will unlock deeper content engagement? Join us to find out.
6:30 – 7:00 pm – Welcome Drinks Reception
7:00 – 7:10 pm – Introduction from Master of Ceremonies
7:10 – 7:30 pm – Keynote Speaker
7:30 – 9:30 pm – Three-course dinner complemented with table discussion points
9:30 – 10:00 pm – Wrap up and closing remarks from Turtl
- How can marketers use design psychology and reader behaviour insights to inform content strategy and relevance?
- Why is it so difficult to demonstrate the impact of marketing on the bottom line, and how is content value attribution changing that?
- What lies beyond legacy formats like the PDF, and how can the medium help you become truly digital-first?
Nick Mason, CEO & Founder, Turtl
The idea for the Turtl platform and its technology was borne out of academic research. Founder Nick Mason became deeply interested in a series of studies concerning the science of reading which he encountered while working with the University of Oxford.
As a result of their ﬁndings, he recognised that the documents we consume in the digital age are almost all designed without real focus on how the human brain is wired to receive and process information. As such, there appeared to be signiﬁcant latent potential to improve digital content performance.
Nick had spotted a clear gap in the market. Content which should be rich and immersive – such as business sales materials, brochures, and branded content – was still dependent on suboptimal legacy display formats, therefore missing a signiﬁcant opportunity to maximise readability and engagement.
Building directly on lessons learned about the science of reading, Nick conceived a product that would not only empower marketers to automatically structure content to be engaging and long-lasting, but would also provide a full self-service toolkit to easily create, publish and measure it.
Thus the Turtl platform was born and while other Content Marketing software already existed, few offered an end-to-end solution, nor employed this expertise on readability.
Turtl is a SAAS based platform that allows marketing, content and sales teams to create impactful content in superlative formats, distribute them through multiple channels and measure and optimise their success; all in real time.
Turtl is built to make it easier for businesses: their marketing, content and sales teams, to tell better stories and track the success those stories generate.
Turtl is trusted by some of the world’s leading businesses including The Economist, Bloomberg and Cisco. The company was founded by Nick Mason in 2014 and is headquartered in London.