At Kuno, and in digital marketing in general these days, we often talk about mapping our content marketing efforts to coincide with our sales funnel and developing educational top-of-the-funnel content. And it is absolutely solid advice; in fact, if you are not trying to deploy content for each stage of your buyer cycle, starting with educational content at the top of the funnel, your content marketing probably isn’t working—at least not to the extent it could be. But today I propose that we take one step back and look at our content marketing from an even more basic perspective: developing content to coincide with the adult human brain. Because when you penetrate the minds of your buyers, you can reach them not only on a consumer level but, more importantly, on a human level.
So what does this even mean? Well Malcolm Knowles, a practitioner and theorist of adult education gave rise to six principles that drive learning within the adult human brain. In doing so, he gave us six ways we can improve our content to better reach consumers.
Here, we explore Knowles’ six principles and several tips for making them work for you and your content marketing:
Adults are internally motivated and self-directed: Many adults work hard and before that attended school for several years; it is natural to resist learning if they feel others are imposing information on them. How to make it work for you:
If you begin your content strategy with the principles of adult learning in mind, you can reach potential buyers on a human level and, using your well-thought-out content, help them go from visitor to lead to customer. What do you think?