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Declan Dunn
6,523 followers -
Entrepreneur, online educator, and gonzo community developer
Entrepreneur, online educator, and gonzo community developer

6,523 followers
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The content battle for attention, and trust; without attention, no one knows you. Without trust, no one returns.

The Culture Sculpture podcast "origin story", building organic community through content and trust.
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As the nutty aroma of my first cappucino enveloped my senses, I walked into Florence, Italy for the first time - eyes wide open, shaking from the coffee and witnessing the wild breeze.


Remember the first time you visited a place where every sight, sound, and action seemed so special?
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As usual, it begins with the headline, not the usual headline.

If content marketing is all about the headline, then why are so many using marketing speak or boring headlines?

Because for many years, we've been taught to create content to show ads around. So you either write content, or you write an ad, there's no middle ground.

 The term "Attention Conversion" came to me 5 years ago, when I was studying how Moms on social media interact. The first point of conversion wasn't a sale, it was simply getting, and retaining, their attention.

But there is a "middle" way today, it's the headline, the main reason anyone takes action, or reads what you are sharing.

 On social media, the only relationship in the beginning is your headline and their super fast, 9 seconds or less attention span.

 To stop that flow, you've got to arouse curiosity and invite the reader into the narrative, the who.

Here's a few example from the leaders, with a few lessons I've learned along the way.

Forget "You", use "I".

While there are a few exceptions, the use of the first person is where you can state an opinion, and introduce yourself to the reader.

Tell a story, it's the narrative the brings attention. Save "you" for your web site and conversions later on, when they know you. This one's from Buzzfeed:

I’m An Adjunct Who Also Works In A Grocery Store

I can’t make a living as an adjunct professor, so I got a job at a grocery store in my town. A tale of trying to be middle class in today’s America.
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