{"id":3909,"date":"2024-03-12T14:53:20","date_gmt":"2024-03-12T12:53:20","guid":{"rendered":"https:\/\/www.kolbeek.com\/?p=3909"},"modified":"2024-03-12T15:13:39","modified_gmt":"2024-03-12T13:13:39","slug":"stop-assuming","status":"publish","type":"post","link":"https:\/\/www.kolbeek.com\/en\/stop-assuming\/","title":{"rendered":"Stop assuming"},"content":{"rendered":"<p>As marketers, we assume WAY too much.<\/p>\n<p>There&#8217;s one big assumption a LOT of marketers make, and it&#8217;s a BIG mistake.<\/p>\n<blockquote><p>They assume that their piece of online content will be the highlight of someone&#8217;s day. And that the receiver will have full attention for it.<\/p><\/blockquote>\n<p>But here&#8217;s the truth about communicating online:<\/p>\n<blockquote><p>Whatever content you post online isn&#8217;t gonna be the highlight of anyone&#8217;s day. At most it&#8217;s a tiny speck in the day-to-day reality of our audience.<\/p><\/blockquote>\n<p>If you want to improve results on your content, you have to accept these truths:<\/p>\n<ul>\n<li>\u274c People don&#8217;t really pay attention to your communication &#8211; they glance, swipe and scroll.<\/li>\n<li>\u274c Everybody is pre-occupied with their own life first &#8211; if our communication doesn&#8217;t IMMEDIATELY catch their attention and shows them how it helps them &#8211; you&#8217;ve lost them (and rightly so)<\/li>\n<\/ul>\n<p><strong>So stop assuming:<\/strong><\/p>\n<ul>\n<li>\u274c Stop assuming your communication is the highlight of their day<\/li>\n<\/ul>\n<p>Look, I&#8217;ve been there too!<\/p>\n<p>When you&#8217;re developing a campaign, email, script or presentation&#8230; you spend hours, days or sometimes even weeks preparing it&#8230;<\/p>\n<p>It consumes your whole day! It&#8217;s all you think about, for hours on end!<\/p>\n<p>But when that communication goes out the door&#8230;<\/p>\n<p>To the receiver, it&#8217;s just one more ad, email, video or meeting to them&#8230;<\/p>\n<p>People are constantly tuned-out to filter all the noise&#8230;<\/p>\n<p>So your job is to communicate in a way that makes them tune-in.<\/p>\n<p>Accept that reality.<\/p>\n<p><strong>How to approach online content marketing:<\/strong><\/p>\n<p>Instead of thinking people will have all their attention and focus available for your content, know the opposite is true.<\/p>\n<blockquote><p>People are tuned-out by default. You have to fight to get their attention.<\/p><\/blockquote>\n<p>Luckily, there are rules to follow that will help you actually get their attention and help them tune-in to your message.<\/p>\n<p>When developing your content, obsess about these 3 things:<\/p>\n<ul>\n<li>1\ufe0f\u20e3 Standing out. &#8211;&gt; Will this even get noticed in the first place when people scroll by?<\/li>\n<li>2\ufe0f\u20e3 Storytelling. &#8212;&gt; Does my communication follow psychological rules of story like the hero&#8217;s journey framework so people will actually listen?<\/li>\n<li>3\ufe0f\u20e3 Serving. &#8212;&gt; Is it crystal clear why consuming this content is beneficial for my audience or am I blabbing too much about myself?<\/li>\n<\/ul>\n<p>I noticed these benefits years ago when I accepted this reality and started obsessing about the above 3 things:<\/p>\n<ul>\n<li>I produced more (and stressed less about perfecting 1 piece)<\/li>\n<li>I improved results on ads (cheaper leads, higher CTR&#8217;s &amp; CVR&#8217;s)<\/li>\n<li>My powerpoints &amp; presentations actually convinced people of the plans I was proposing to them (because a good story MOVES people)<\/li>\n<\/ul>\n<p>I believe all communicators would experience these benefits if we just stopped assuming so much.<\/p>\n<p>I ASSUME you agree? \ud83d\ude09<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4025\" src=\"https:\/\/www.kolbeek.com\/wp-content\/uploads\/assumption-vs-reality-in-content-marketing.png\" alt=\"\" width=\"1024\" height=\"768\" srcset=\"https:\/\/www.kolbeek.com\/wp-content\/uploads\/assumption-vs-reality-in-content-marketing.png 1024w, https:\/\/www.kolbeek.com\/wp-content\/uploads\/assumption-vs-reality-in-content-marketing-300x225.png 300w, https:\/\/www.kolbeek.com\/wp-content\/uploads\/assumption-vs-reality-in-content-marketing-768x576.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As marketers, we assume WAY too much. There&#8217;s one big assumption a LOT of marketers make, and it&#8217;s a BIG mistake. They assume that their piece of online content will be the highlight of someone&#8217;s day. And that the receiver will have full attention for it. But here&#8217;s the truth about communicating online: Whatever content [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4031,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[90,95,26,91],"tags":[],"class_list":["post-3909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-content-marketing-en","category-copywriting-2","category-storytelling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The truth about online marketing content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kolbeek.com\/en\/stop-assuming\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The truth about online marketing content\" \/>\n<meta property=\"og:description\" content=\"As marketers, we assume WAY too much. 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Mijn naam is Hans Kolbeek. Ik geloof dat marketing pas werkt als het \u00e9cht verbinding maakt met mensen. Door eeuwenoude principes als storytelling en de laatste inzichten uit de neuropsychologie met elkaar te combineren maak ik marketing campagnes die mensen raken, een merk bouwen en meer verkopen. Ook ben ik low-key bezig om mijn methode aan te leren aan mensen die zelf advertentie campagnes runnen.","sameAs":["http:\/\/www.kolbeek.com\/","https:\/\/facebook.com\/hanskolbeek\/","https:\/\/instagram.com\/hanskolbeek\/","https:\/\/linkedin.com\/in\/hanskolbeek\/","https:\/\/pinterest.com\/hanskolbeek\/"]}]}},"_links":{"self":[{"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/posts\/3909","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/comments?post=3909"}],"version-history":[{"count":0,"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/posts\/3909\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/media\/4031"}],"wp:attachment":[{"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/media?parent=3909"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/categories?post=3909"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kolbeek.com\/en\/wp-json\/wp\/v2\/tags?post=3909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}