Weekly Alert: Wait Before You Speak

mlns='> ContentTECH: State of the Industry - free registration [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 6.12.20 Connect with CMI Content Can Perpetuate Racism and Inequity. It’s Time to Do Better Recent tragic events should serve as a catalyst prompting content marketers to tackle the overarching issue of racism in our professional environment. [Read more]( By Stephanie Stahl [High-Level Strategy] Some more of this week's best stuff: - [15 Resources to Help You Check Your Content Marketing Now]( [by]( [Kim Moutsos]( [High-Level Strategy] - [3 Types of Backlinks You Want Your Content to Get (and How to Get Them)]( by Ann Smarty [Distribution and Promotion] - [No Need to Survey, You Already Have Data for Great Storytelling [Examples]]( Stephen Spiewak [Content Creation] - [The Power of a Pause: More Effective Than Words? [The Weekly Wrap]]( by Robert Rose [Trends and Research] - [How an Age-Old Brand Attracts New Audiences]( by Jodi Harris [Chief Content Officer Exclusive]  A Note From Robert Rose Wait Before You Speak One of the greatest skills humans have is the art of conversation. We know instinctually how to converse with just about anyone. I’m not talking about the art of what we say. People’s levels of conversational skill at keeping others engaged can definitely vary. I’m talking about the ability to optimize the gaps – the length of silence we keep in between the end of my words and the beginning of yours. Researchers have found this innate skill isn’t dependent on language or culture. While there are some differences in the cadence of languages, humans on average wait about 200 milliseconds between speakers. Interestingly, it takes more than 600 milliseconds for us to formulate even the simplest of responses. So, our brains are already predicting the content and the timing of our answer while someone else is speaking. This phenomenon is so ingrained that people notice misplaced gaps. When you take a moment too long to respond, your significant other might ask, “Are you paying attention?” If you answer too quickly, your honesty may be questioned. Rich communication happens in the silences – the in between – of speaking. But when it comes to digital communication, we don’t have an innate level of skill. There are no standards or even instincts when it comes to how quickly we should respond to an email, text, social media message, or a comment on a post. That doesn’t mean people don’t assign personal meaning to those digital gaps. Studies have found that 53% of [consumers expect a customer service response]( on Twitter in less than an hour, with 33% expecting it in less than 30 minutes. And, of course, there are other expectations for email, text, and other social media platforms. Marketers are often tempted by technology to shorten the time until it’s their turn to speak to customers. Software lets someone immediately call or email a prospect who downloaded a white paper. But should you? Research says [a delay can provide]( a more satisfying experience. AI chatbots allow companies to reply instantly to just about any customer query. But should you use them that way? Should you wait until you have every answer before responding to that question on social media? Or should you respond immediately, letting them know of your intention to have a more valuable response for them in time? In marketing, we often talk about delivering the right message to the right customer at the right time. As we work on conducting more artful real-time [conversations]( remember there may be just as much value in delivering the right pause at the right time. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](. Tune to the Weekly Wrap, sponsored by Sitecore Listen to the latest episode, browse the show notes, or watch the video version [right here](. Or subscribe on [Apple Podcasts]( or [Stitcher]( so you’ll never miss a show.  More From CMI Free webinar - June 17th! ContentTECH Summit 2020 is taking place in August, and in preparation for that we're going to have a ContentTECH: State of the Industry next week! You'll hear an update on where we see the content, technology and strategy landscape for the next year. Speakers include Robert Rose, Pam Didner and Chris Penn. [Register now »](  More From CMI What a great time to showcase and celebrate your team and colleagues. The Content Marketing Awards are now accepting entries! 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