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mlns='> Give them something to believe in, not just to believe [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 1.21.22 Connect With CMI [Do LinkedIn Newsletters Actually Get Results for Brands?](
Have you noticed a sudden onslaught of LinkedIn newsletter subscription requests? We have, too. So we asked people who use the feature (and one person involved in its launch) to find out whether they're worth the work and how to set one up. Here's what we learned. [Read more](
By Ann Gynn More of the week's best stuff: - [3 Email Design Trends for Content Marketers To Use in 2022]( by Kevin George
- [How To Write an Inspiring Content Marketing Mission Statement [Examples]]( by Jodi Harris
- [Your Audience Isn't Interested in 'Just the Facts' Anymore [Rose-Colored Glasses]]( by Robert Rose
- [ICYMI: How'd You Make That Flipping Awesome B2B Content for ServiceNow?]( by Ann Gynn  Why Even Good Answers Aren't Enough Last week, I spoke to a client in the health care industry whose team wanted to develop a new digital content customer experience. But they felt frustrated. Five years ago, with help from a couple of ad agency consultants, they'd come up with the idea to launch a digital platform to provide easy access to facts. All they needed, they thought, was to set up a digital library that could answer every question an existing client might have. They would "let the facts speak for themselves" and win the customer retention battle. : "It didn't work." You see, facts rarely speak for themselves (they're bashful that way). And they rarely win an argument. Think about the last time you presented a set of facts you thought would clinch your argument. Boom. You dropped the mic and the knowledge bombs. You won, right? Nope. Presenting facts does nothing to correct a false belief, and it usually causes your opponents to double down on their beliefs. A group of researchers has studied this so-called "[backfire effect]( and found that correcting someone "actually increases [emphasis mine] misperceptions among the group in question." In a big data, deep fake world, we have more "facts" than ever before. The question is: Does anyone care what we have to say? A few years ago, [researchers at Wharton]( showed people various algorithms. Most people in the study found them interesting and valuable âuntil an algorithm made a mistake. Once people saw the error occur, they were "very, very unlikely to use it and didn't like it anymore." One researcher noted that study participants seemed to judge algorithms more harshly than they would people. But, if these people had input into the algorithm or were allowed to adjust the forecasts, they not only liked the algorithms more, they didn't lose nearly as much confidence when an error occurred. These findings bode well for preserving the role of human involvement in an increasingly automated world. But it also speaks volumes about how delicate belief and trust are. So, the content question in 2022 isn't about how to present "just the facts." The question is how to make people care about any of the facts. And this isn't just a marketing question. It's a fundamental communication question. Increasingly, facts are a commodity. They're easy to attain, so we don't value them. And because we don't value them, they can be assailed with ⦠well ⦠"alternative facts." As I told my health care client, companies have to give people something to believe in (to quote the classic Poison song). You have to give audiences something more than facts to care about. Ultimately, with every piece of content, ask this: "Do we want people to care?" If not, there's no problem going with the cold corporate template and "let the facts speak for themselves." If you want people to care, you better give people more than content they can believe. You better give them content they can believe in â even if it means putting in more effort. So, how do you start creating content that goes beyond simple fact-based research, data, and information? Go back to that argument you had on social media or with the colleague or boss who never seems to "get it." Think about those customers you're trying to convince to purchase from you or advocate for you. You're never going to win those battles with facts â you must understand why they are arguing, searching, or deciding. You must understand their intent. In this week's [Rose-Colored Glasses]( (my weekly column), I explain how to create mechanisms â content-driven experiences â that enable your brand to listen more effectively to the signals generated from people's interactions with content. I talk about how a thorough content strategy can provide data to help the business understand each piece of content's type and purpose and how they apply contextually to each step of the customer's journey and share a process many of my clients follow. I hope you'll read the column and let me know what you think â in the comments or [by email](mailto:cmi_info@informa.com). I'd love to hear from you. In the meantime, remember: It's your story. Tell it well. Robert Rose
Chief Strategy Advisor
Content Marketing Institute You're getting this exclusive article from Robert Rose as a perk of your newsletter subscription. Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here. Â Â Sponsored Content
Accelerate Your Buyerâs Journey By Dynamically Curating Relevant Content Forrester consulting study: Content experience platforms offer a B2B-specific approach to personalization. [Get your complimentary report »](  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available positions:
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Become a Master of Content Learn from the best of the best in our new webinar series, Masters of Content. We'll present practical case studies that can be applied to your content marketing strategies and help you create your own success stories. To kick off the series, the award-winning team at MSP-C Agency will take you through three case studies showcasing how out-of-the-box thinking helped their clients overcome the creative challenges of the pandemic and produce noteworthy results. Following their presentation, Robert Rose will share a hands-on framework for overcoming content challenges. [Register Free »](  With more than 1.5 million assets, how did Fanatics implement a digital asset management system to improve organization, accessibility, and user experience? Watch this ContentTECH Summit 2021 session clip from Christine Morrison, Director of Product Content Marketing at Fanatics. Interested in hearing more? Christine will be taking the stage again this year at ContentTECH Summit, March 22-24 in San Diego. Join us to learn about the latest technology tools and strategies to create, manage, and scale epic content experiences. Register by January 31 for early-bird rates! [Watch Video »](
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