We can measure page views, time spent, bounce rate and more. But what about quality of engagement? The ultimate boon of content marketing—an experience so powerful, it converts strangers to fans and fans to ambassadors. How do we get there? Together, of course!
 
Reading activates the brain’s visual system, language system, auditory system and more depending on the subject matter. For example, when processing facts, two specialized regions join the party (Broca’s and Wernicke’s areas). Fact: a bicycle is a mode of transportation.
 
Storytelling, in particular, has unique effects on the human brain. Thanks to the stimulation of primary sensory motor activity, our brains actually experience what we’re reading about. If the text describes a person riding a mountain bike down a steep dirt trail, our brains light up as if we are the ones riding that mountain bike down that same steep trail.
 
On top of that, the brain releases dopamine when we encounter emotionally charged events, making them easier to recall. Now, the mountain bike skids off the trail and we tumble to the ground. Sharp pain alerts us to a slender thorn stuck in our palm. Ouch! A story like this has a beginning, middle and an end, components that help our brain correlate cause and effect.
 
Time to wrap up: Consuming content activates and strengthens a multitude of neural pathways in the human brain, altering its physical structure over time. The more narrative and emotive the subject matter, the more pathways and brain regions will be implicated—and engaged.
 
So, for our next content piece, let’s ask:
 

• -Is our subject matter intriguing?
• -Are we using visual storytelling?
• -Where is the emotional current?

 
If you forget these tips, just remember: It’s a lot like riding a bike.



Meet Pat Pujolas, Creative Content Strategist. We could tell you all about his content marketing skills and visual communications experience. But instead, we’d rather show you.