Liz Wolstenholme, Head of Brand Strategy de Weber Shandwick, estuvo en Influence One y nos habló sobre la ciencia del Content Marketing.

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The Science of Engaging Content
Liz Wolstenholme Head of Brand Strategy @Lizwol1

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‘We are as a species addicted to story’
Jonathan Gottshall

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The right stories help us to
learn, cope, connect, belong

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It’s one part
science, one
part art

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The Science of
Engagement™

6. ©WEBER SHANDWICK 2012 All rights reserved
Anthropology
Dr Grant
McCracken
Neuroscience
Dr Thomas Zoëga
Ramsøy
Three world-
renowned
experts

7. HBv
HERD
BEHAVIOUR
Int
INTRIGUE
Esc
ESCAPE
Exp
EXPERIENCE
In
INTEGRITY
En
ENHANCEMENT
As
ASSOCIATIONS
De
DESIRE
Ae
AESTHETICS
Ne
NEWNESS
ScT
SOCIAL TOTEMS
Pl
PLEASURE
Rsp
RESPECT
Inv
INVOLVEMENT
Ac
ACCESS
Be
BELONGING
Em
EMPATHY
SVs
SHARED VALUES
Me
MEANING
The Nineteen Elements of Engagement™

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Five
Engagement
Principles

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Each piece of content is like a mini-date

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#1 Never turn up
empty-handed

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Ikea Life at Home

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#2 Strut your stuff

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#3 Keep them guessing

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#4 Always mood-date

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Pictures not words.

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#5 Introduce the family

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The Five Engagement Principles
#1 Never turn up empty-handed
#2 Strut your stuff
#3 Keep them guessing
#4 Always mood-date
#5 Introduce the family