Content marketing is always focused on leaving an impression, no matter the audience — prospective customers, industry analysts, the press. After all, the first step to getting people talking about you is to get them to remember you. The mandate to be memorable is a key driver of creativity in our industry, from Coca-Cola’s classic Hilltop ad to modern campaigns like Marriott’s branded films and the omnichannel Live in Levi’s campaign.

Our efforts to stretch the boundaries of creativity can go farther, however, if we actually understand the mechanics of memory building. Percolate and content marketing creation company Ceros teamed up to explain exactly that in our new interactive report, How To Create Memorable Content. It goes deep into the elements of marketing that will leave an impression, as well as how human memory works.

While the exact “how” of memory creation is still being argued, most of the discussion revolves around the Atkinson–Shiffrin model, proposed in 1968 by psychology professors Richard Atkinson and Richard Shiffrin and modified by several others since then. There are four general process steps:

Step 1: Perception

This is you experiencing the world in the moment; any stimuli you sense enters your memory for at least a brief moment. That memory either ends right there, floating away from your consciousness forever — or, you start paying attention (a somewhat rare commodity these days) and move on to the next step.

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