If you have any questions at all about the impact of behavioral science on marketing, just ask Nancy Harhut. We mean it, too, because the award-winning all-things digital, direct, and content marketer and keynote speaker will be at this year’s Content Marketing Conference to share the latest and greatest from her fascinating field of study and practice.

To get you started, we asked Nancy a few questions of our own:


Q: What excites you most about presenting at CMC18?
A: The opportunity to be part of a dynamic content marketing event, to rub elbows with some of the industry’s smartest content marketers, and to help them discover how behavioral science can increase their engagement rates.

Q: Why is NOW the time to master content marketing?
A: Because content marketing is only continuing to grow. And that means you will be up against more competition than ever before. But becoming a content marketing master can ensure that you do not miss any opportunities—and, in fact, that you’ve given yourself the best chance for success.

Q: What does it take to connect with customers today—and how can great content do that?
A: Connecting with customers today takes understanding, empathy and the ability to put customers’ needs over your own. You have to understand what customers are looking for in order to engage them. You have to create an emotional connection with them in order to put them into the best state of mind to be persuaded by you. And you have to provide content on their terms. It’s not about what you want to say, but rather what your customers want to hear. Content creators that remember this create powerful content.

Q: If there was just one thing you could convince all content marketers to do, what would that be?
A: Add the power of behavioral science to their content marketing campaigns. Behavioral scientists have proven that people—all of us—rely on decision defaults. And these defaults impact actions marketers care a lot about, things like whether or not someone reads your message, trusts your brand and chooses your product or service. By adding behavioral science to content marketing best practices, you instantly increase the likelihood that you’ll get the response you’re looking for.


Love brain science? Find out more about Nancy and be sure to catch her conference keynote on May 4 from 3:10pm – 3:55pm.