I was reading a classic post the other day by Sonia Simone, Co-founder and CMO of Copyblogger Media, about “How to Create Better Content: Treat Your Readers Like Dogs.” The post is a delight, especially for a positive reinforcement “dog trainer” like myself.
My dog, Sawyer, is reactive. “Positive” is the only kind of training that works with him. The post made me think about some things that positive reinforcement training and content marketing have in common. Initially, when a dog does what you ask, he gets a reward, aka a cookie. When your content is valuable, and the writing good, it in itself is the reader’s reward for their time and attention. Excellent content is like a cookie.
Hello? Is anybody home in there?
The key to training Sawyer is getting his attention. We’ve been spending a lot of time in Tahoe lately and we’re both learning a lot about distractions. The woods behind the house are full of them; people, dogs, coyotes, bears, and bobcats. And, being a lab, Sawyer’s nose is his best asset. We were walking last week when he smelled something. And then he took off at a dead run and disappeared. I had no clue which trail he’d taken and calling him was useless. He was long past hearing me or thinking about cookies.
Distractions are pretty tasty too.
So, with dogs, no matter how wonderful the reward is, it doesn’t count if the distraction is better. I’m thinking it might be the same with people. Our writing is good, it’s gotten our audience’s attention, but how can we keep that attention when an attractive distraction comes along? And how do we determine where they went? Read more »