One of the most difficult challenges in content marketing is finding that sweet spot where you’re talking on your ICP’s level. You’re neither over-explaining concepts they find too basic nor going over their heads.

But that’s just the beginning.

Not only should content speak to your target audience on their level, it also needs to offer insights that stick with them.

And this is no small task.

Recently I spoke to Shawn Nichols, Founder of Metriq, a UX design firm, and Chelsea Castle, the head of content for Lavender AI. The theme of the conversation was balancing brand voice and usability in content and design.

Listen for insights into the psychology of the site visitor, how a designer sees the relationship between design and content, and a multifaceted approach to content usability.

Next up: Best practices when creating case studies and how to market to local businesses.

Resources Mentioned in the Episode

* Zag: The Number One Strategy of High Performance Brands by Marty Neumeier

* The Design of Everyday Things by Don Norman

* UX Design Field Book by Doug Collins

* Laws of UX  by Jon Yablonski

* Deepak Chopra podcasts

* Organizational psychologist Adam Grant’s Rethinking podcast

* Nudge by Richard Thaler

* Adrienne Barnes’ Twitter

* Katelyn Bourgoin — Person to follow

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