Want people to engage with your content? You need to add a ‘curiosity gap’
An important concept we teach to businesses in our content marketing workshops that we first learned when working with broadcast media companies like the BBC, is to create ‘curiosity gap’ in your communication.
But what on earth is a curiosity gap?
Tighter internet privacy will force marketers into exploring new outreach ideas, whether your culture is ready to or not.
The General Data Protection Regulation (GDPR) in the European Union, the California Consumer Privacy Act (CCPA), and the Electronic Communications Regulations (PECR) in the UK, have limited the customer data available to companies to understand who might be interested in their products or services. As consumers, we’re reclaiming our right to explore silently, without being bothered by irrelevant noise from loud, rubbish advertisers.
When you combine these changes in law with Apple positioning itself as ‘privacy brand’ in its recent updates and changes to further strengthen its privacy protections, the success of marketing campaigns is getting harder and harder for brands to measure. And will only continue to do so.