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Blog – Finding the Secret Triggers to Creating Shareable Content

Date: Thursday, September 1, 2016 Date: Thursday, September 1, 2016 Time: 07:45 - 09:15 Location: The Corinthian Club, Glasgow

This is a past event

“Fact – Social media has revolutionised the way we communicate and how we consume information”, says Dr Jillian Ney as she opened her presentation at September’s breakfast…”However, how do we grab and retain peoples attention, particularly when our attention span is LESS than that of a goldfish!!!?” – who knew?

For businesses, social media has changed advertising from broadcast communications designed to interrupt, to immersive, two-way experiences where the audience co-creates value and messages.

This change has marked a rise in content marketing, to hook and seduce audiences as they search for online information and engage with their networks.  However, not every business has succeeded at grabbing audience attention.

It was clear from Jillian’s experience that we need to understand people and their social behaviour in order to market to them effectively. For brands, reading peoples content online is extremely useful in order to marry up the right messages to the right consumers.

Jillian then explained the six secrets of shareable content – essentially the elements we need to include in content:

1, Triggers – the unique elements that trigger attention

2, Drivers – the unique elements that drive purchase behaviour

3, Heuristics – the drivers that help us to understand and make decisions

4, Memories – accumulated memories of contact and experiences with brands

5, Persona – the unique characteristics of a particular audience

6, Relationships – the connections, relationship strength, reason for relationship for an individual and / or audience

We also heard about how our ‘3 brains’ impact our attention:

1, Reptilian brain – our primary decision making

2, Middle brain – emotions and feelings

3, Executive brain – rational thought and logic

…Once we are able to analyse and look at peoples content in this way that’s when we begin to ‘Find the Secret Triggers to Creating Sharable Content’

“That’s why the millions of online interactions are so important to our businesses” reports Jillian.

If you want to find out more about this fascinating topic and how your business could benefit from understanding customers interaction online better then get in touch with Jillian at

Next month we welcome Liz Muir of Muir Slicer who talks: Training’s not Plain Sailing… Don’t make your Training and Development Journey a chore. BOOK NOW