This is Your Brain on Content: Cognitive Science Lessons for Content Strategy

Editor's Notes

• #2: A communicator’s life involves continual justification. Everyone can write, right? Some people might need a fancier editing tool or a copy of Photoshop if they’re ‘Special writers’, but structured tools? Management systems? A myriad of training courses? Consultancy and systems integration? Isn’t that all just extravagant? All we need is a manual, right?Wrong. But how can you get that clear to those who are not so closely engaged in content? You need to convey the message that content issues can’t wait, but in a compelling attractive way. Tip #1: don’t say, “Content is king”.You can win support, get long-term mind-share, not get left out of product management and budget decisions and avoid being a tick-in-the-box afterthought in the corporate strategy, if you know how.Based on a career of winning budget and mindshare in a wide array of audiences, this session enumerates some key tips to get you started, no matter the size of your budget or situation.
• #5: We are in a world of continuously accelerating change, and we are living longer and longer Every generation is facing more change than every other that has ever lived There is nothing new in the world, but things are very nearly new Every time this happens we have a shock to the system that has the same requirements Newton had to redefine mass, force, time, motion Motion used to just mean change, like a peach ripening P.7 The Information
• #6: This whole session could be considered an in-depth focus on empathy Go deep into the fundamentals understand all people so that we can better support and persuade the behaviour of our audiences And ourselves find the clarity and justification required to take the necessary steps Keep seeing all these times where we get sideswiped when if we had been looking at the BIGGER PICTURE. We could have anticipated. i am going to talk about the brain, how it functions and how the lessons of cognitive science can lead us to better user empathy i am going to present my own theories and models that i have developed over nearly 3 years of research regarding how we can and must rethink content for the new millenium i am doing this in hopes that we as industry can be more proactive, and less reactive, and those that chose to will be able to stay if not ahead of the curve, then ahead at least keep their heads above water as the tidal wave of change continues to batter us. The biological mechanisms of the brain offer many valuable insights into the new millennia content problems Those same mechanisms create the challenges for us in improving our content The thing we are trying to address in our audience is exactly what is holding us back.
• #7: Dr Psychobiology PhD Clinical Psychology MS
• #8: http://bit.ly/brainneb The brain is a sense maker virtual reality machine reward system
• #9: To invent physics, Newton had to redefine various words like “mass”, “force”, “time”, and “motion”. He was trying to describe things never before described. Digital technology is putting the same pressure on communicators. People have never communicated this way before. Our biology is not designed for paradigm shifts Newton had to redefine mass, force, time, motion Motion used to just mean change, like a peach ripening P.7 The Information We must build the new conceptual vocabulary required, so we can discuss the issues and work out solutions. http://bit.ly/1cqjUbv
• #10: Semantically rich and tagged Structured Validation-ready We need to think of language at the level of “systems”, not words or pages. Intelligent content is free from format, rich in semantic and structural metadata, and automation-system-ready.
• #11: Semantically rich and tagged Structured Validation-ready
• #14: We can call up a semantic model instantly and know how to react or interact.
• #17: www.funonthenet.in
• #19: Handles categorisation and retrieval Does “heuristic assessment” of complex questions Holds our racism, sexism, nationalism, and other “isms”
• #20: Handles categorisation and retrieval Does “heuristic assessment” of complex questions Holds our racism, sexism, nationalism, and other “isms”
• #32: This is thought illusion.
• #33: Ergo Need to carefully control how attention is spent, avoiding low-value spend and focusing on high-value spend Matthew Hurley, Reginald Adams, Jr., Dan Dennett Putting together a book which will look at "Funny as debugging". Cognitive rewards for doing semantic adjustment
• #36: Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
• #37: Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
• #38: Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
• #39: So we have met system 1 and 2 and understood how compression and load balancing work at a basic level. Now let’s see some more complex examples that relate to user’s content experiences.
• #45: Jerry story… Anything with interactivity goes through this cycle. It creates inertia. It takes lots of experiences to change one of these. We are discouraged from initially changing them, but we get a reward for getting to the top. Our brain is rewarding us for making new IDs. t’s always cheaper to make new ones based on existing models.
• #48: If you will allow me to geek out for a second the limbic system manages our basic stimulus responses coordinates recoding memory Contains Amygdala (emotions) wand the Hippocampus (Memory administrator) Get Amygdala giving dopamine and get an easier “write” Get past the hard parts of the pyramid to the top automatically get dopamine release. Also get one if you relate two existing models. This creates emotional and semantic ‘halo effects’, which stand up really well to compression. Simple: Mnemonic devices slogans that rhyme Complex: taxonomies GEEK FEST OVER – LET’S SEE AN EXAMPLE
• #53: http://3rdbillion.net/2014/01/apple-logo-2/
• #59: 45 IN / 5 LEFT Variant and configuration management
• #60: 45 IN / 5 LEFT Variant and configuration management
• #61: This model explicitly maps out the various semantic components of a feature overview. All content of the type “feature overview” should match the model. (computers can quality check content structures for you if you create semantic, structured content)
• #62: http://www.markboulton.co.uk/journal/wysiwtfftwomg http://thecontentwrangler.com/2011/01/17/what-is-intelligent-content/ Interactive Kioskwww.omnimediaworld.co.id - Manufacturing | Datasheets | Templates & Design Exampleswww.stocklayouts.com - 500 × 310 - Search by image 2768391365_9d870914cf_o.jpgwww.flickr.com - 2816 × 2112 - Search by image www.flickr.com/photos/mnsc/2768391365/
• #63: New ideas are “brain-expensive”, so they are naturally dropped during compression, or we try to mould and fold them into existing ones. Some of you will join the party, and you’ll tell your bosses all about this. NO! You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
• #64: Some of you will join the party, and you’ll tell your bosses all about this. NO! You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
• #65: content example – Roomba and Scooba Users Sales person in a retail store (extranet) Prospective customer shopping online Scenarios Content models RS Components – “This is what we know about how our customers buy” Huddle – “The Brand is this pantonne color and this Font”
• #66: http://graphicdesign.stackexchange.com/questions/25143/what-is-this-circle-technique-called/25151#25151 Randomness is never found in anything that is intended for any use
• #69: Cleve said, Marketing has too much muscle and own the customer. He is also predicting new roles coming out.