//Comment on 5 psychological ideas to improve your content marketing by Eugene Hill

Comment on 5 psychological ideas to improve your content marketing by Eugene Hill

 

 

 Five psychological ideas-improve-the-marketing-content "width =" 390 "height =" 215 "/> influence customer behavior for years - often with great success</p><p> Knowing the psychological principles is useful, whether you're building a website, writing a tweet, or writing a blog post. Psychology indicates the colors most likely to attract the attention of prospects or the length of time that a person is likely to maintain his interest in your message. The more you know about the operation of the mind, the more you can make informed decisions.</p><p> Using psychology to inform your content marketing is not a trick. Instead, this psychological knowledge can enhance the user experience and help keep the prospects long enough to convert.</p><p> The challenge is to translate often complex psychological concepts into decisive steps that can lead to concrete decisions. Here are five psychological principles that can help you create more effective marketing materials.</p><p> It is unlikely that you will need to apply each preview to each project, but it is likely that you will have these models in mind when you want to create <a href= content that converts .

1. Cognitive Fluidity

The number of micro-decisions taken during the day is staggering. A 2012 study showed that visitors judge a website in 0.05 seconds – faster than a wink. Whereas a study conducted in 2013 by Microsoft indicated that people's attention span was reduced to a maximum of eight seconds

As a result, humans prefer to consume simplistic content and unconsciously avoid information that seems complicated. That's the cognitive fluidity.

That's why people like emoticons – they communicate their emotions in a simple and extremely fast way. From tweets to blog posts – the easier it is to understand the content of the more likely your audience will be captivated and kept engaged. At the first sign of complexity, they will run.

Cognitive fluidity explains why people like emoticons – a quick and easy way to communicate, says @LouisaMcGrath. Click to Tweet

What does this mean for content marketers?

If your product is complex, explain it in simple terms.
Make your social posts as short as possible.
Create clear and concise calls to action.
Focus on one topic per blog article, video or webpage.
Use attractive graphics to quickly communicate your message.
Use keywords in branded links so that users know at a glance what the link will tackle.
Use infographics and videos to communicate complex ideas quickly and simply.
Use emojis if they suit your brand's voice.
Use hashtags on social media to highlight the subject of your content.

2. Social Proof

Think about your personal online shopping habits. Do you rely strictly on a retailer's website for information? Or do you ask for recommendations from friends and family? Or read a lot of comments before making a purchase? Do you check social media for opinions or ratings?

If you go beyond the retailer's site, then you are 69% of the American population, according to Mintel's research on American lifestyles . More than two-thirds of consumers trust the word of their friends, family and even strangers for brand marketing content. This is due to the psychological principle of social proof, which basically means that people are more likely to act when they see others. Whether it's about reading an article or making a purchase, people prefer to follow in the footsteps of others like them.

That's why ads on Facebook can be effective.

 facebook-ads-effective "width =" 487 "height =" 512 "/></p><p> Social evidence is becoming increasingly important as consumer access to online data and business information grows. Think about how you can show people's thoughts through your content marketing.</p><p> <strong> What does this mean for content marketers? </strong> <strong> </strong></p><h2> 3. Theory of perceptive ensembles</h2><p> Humans are creatures of habit, and perceptual set theory can help take advantage of this fact for your content marketing.</p><p> If you unconsciously searched for a button to click on a landing page, you experimented with perception set theory. You expect to see something, so you are on the lookout. Your curiosity often pushes you to continue on your way until you get a resolution and you satisfy your curiosity.</p><p><span class= If you unconsciously search for a button to click, you have experimented with the theory of perpetual sets. @LouisaMcGrath Click to Tweet

Past experiences have shaped people's expectations. We choose what we pay attention to, derive how it works based on experience, and combine current circumstances with past knowledge to interpret what to do.

This theory explains why these intelligent designs arouse interest – we interpret an image based on our experience.

 example: perceptual-set-theory "width =" 393 "height =" 306 "/> For marketers, keep in mind when creating content as the mind perceives situations. and being out of the wall, going too far beyond the expectations of a prospect can be off-putting.</p><p> Do not be afraid to be considered promotional, people expect a type of CTA in their content. If they arrive at the end of your content and want to continue to engage but are not guided to the next step, they will be confused.</p><p><span class= If readers want to continue to engage but do not move to the next stage, they will be confused. @LouisaMcGrath Click to Tweet

What does this mean for content marketers?

Create a logical flow on your landing page to spark curiosity and meet expectations.
Include a call to action obvious every time.
Do not over explain. People intuitively know what a CTA is.

4. Models of Persuasion

Although there are different psychological models of persuasion, the Fogg behavior model is particularly useful when planning content.

Dr. BJ Fogg from Stanford University's Persuasive Technology Laboratory was a behavior specialist. His persuasion model provides a desired behavior behavior system – he believed that motivation, ability, and a trigger had to coincide for users to perform an action.

To persuade people to convert, you need motivation, understanding and a trigger, says @LouisaMcGrath. Click to Tweet

Motivation and capacity are two major influences for buyers and are essential for creating effective content . To motivate people, your content must contain strong and relevant messages. Messages must also be easy to understand – this is related to the principles of cognitive fluidity and perceptual set theory.

But in the Fogg behavior pattern, you also need a trigger if you want prospects to perform an action.

 fogg-behavior-model "width =" 839 "height =" 343 "/></p><p> <strong> What does this mean for content marketers? </strong></p><p>Increase motivation by providing relevant messages for your audience.<br /> Make messages simple.<br /> Include a compelling trigger or CTA to encourage action.<br /> Make sure each piece of content includes motivation, ability, and a trigger.</p><p> Robert Cialdini's principle of persuasion says that in a world of information overload, people take shortcuts when making purchasing decisions. Fear of missing, social proof and simply continuing to buy what they always have are factors of influence.</p><p> Yale's persuasion model demonstrates to traders the importance of creating a mark of trust <a href= trust, sincerity and authenticity affecting behavior.

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5. Psychology of Color

If you ask five people what their favorite color is, how likely are they to say that? Miniscule. This does not mean that taking advantage of color consistently is not helpful in marketing.

Recent studies suggest that people judge a new product within 90 seconds after seeing it – up to 90% of this evaluation is based on color. Color is an important consideration for content marketers when designing web pages, choosing banner images and planning videos.

People judge a new product within 90 seconds after seeing it – up to 90% is based on color via @ReelColor. Click to Tweet

Shades of blue can help build trust and loyalty with your audience. This interpretation transcends geography. Red communicates energy and passion, while yellow can communicate both warnings and merry optimism.

If you want your brand to evoke respect for nature, stay true to the shades of green, while the orange gives an impression of fun, excitement and urgency.

What does this mean for content marketers?

Consider which color can help you evoke the desired emotion of your content.
Constantly presents the colors of your brand in your content.
Consider the red, orange and yellow for the CTA buttons to create a sense of urgency.
Make sure that the CTA knobs are of contrasting color so that they come out. (Here is a color calculator to help you.)

 color-calculator-contrasting colors "width =" 512 "height =" 522 "/></p><p><strong> RELATED CONTENTS: <a href= 3 Tips for Graphic Design for Non-Designers

Conclusion

The application of these concepts to your projects will require time and consideration at the beginning. But before you know it, these principles will naturally be part of your content planning. It is likely that you already engage in at least one of these principles in your content marketing, even if it is not a conscious choice.

In the future, think about how you can use these principles to give prospects a fluid experience and move them faster in the sales funnel.

How many of these five psychological principles can you identify in the hundreds of Content Marketing World presentations? You will not know unless you are there. Register today using code BLOG100 to save $ 100 during the event from September 4 to 7.

Cover image by Joseph Kalinowski / Content Marketing Institute