This post was submitted by a TNS experts. Check out our Contributor page for details about how you can share your ideas on digital marketing, SEO, social media, growth hacking and content marketing with our audience.
If you want to make your content marketing highly successful, pay close attention to the behavior of customers. Don’t know how to use psychology in content marketing? Read this.....
Want to know about the hidden secret of effective content marketing? There is no single magic stick that you can move to convert your content into prospective leads. But, you can improve the chances to make it a reality by writing and sharing content from the psychological angle of potential readers.
Knowing what customers expect from you, what are their purchasing behaviors, and how they make decisions, can help in improving the content marketing results.
Therefore, try to reach inside the heart and mind of customers and deliver the content that readers can’t say no at any cost.
Psychology For Content Marketers
It is extremely helpful for content marketers to understand the psychological concepts and principle.
Learning how users make the decisions help you in all aspects of content marketing, does not matter whether you just want to improve website content quality or provide your potential audiences with the best experience.
You can determine why online visitors behave in a particular way, which content format will keep the users engaged, and more.
How To Use Psychology To Enhance The Quality Of Content Marketing?
Follow these tips to understand the behavioral and purchasing psychology of users. This allows you to find out what motivates the audiences to take a particular action.
1. Models Of Persuasion
Psychological models of persuasion are extremely helpful for businesses and marketers to boost the conversion rate with better ROI. Using the Fogg Behavior Model of Persuasion (motivation, ability, and trigger), while composing content, can provide the ability to convert online visitors into potential customers.
According to Dr. Robert B. Cialdini’s 6 principles of persuasion, there is a need to consider every bit of persuasion because people make purchasing decisions quickly without wasting time.
So, motivate them to buy your product by giving the persuasive message with CTA to get the desired action. Include all the elements of the Fogg Behavior Model of Persuasion to improve the quality of content marketing and its outcome.
One thing you should never forget is to use only the native language of the intended audiences. This act as a motivational factor in your content marketing. It provides readers with the ability to find relevant information in their own native lingo.
If you lack the knowledge, then outsource reliable translation services from an expert who very well understands the target language.
Don’t make the mistake of using computer-assisted translation because it may provide you with quick translation, but there will be a possibility of errors. Hence, consider only manual translation for your website content or other text.
2. Cognitive Fluency
As per the study conducted by Microsoft in 2013, it has been found that online visitors analyze the website in 8 seconds maximum.
Cognitive fluency (people give much importance to simple and understandable content, neglecting complicated information) creates an impact on the perception and judgment of a person.
So, emphasize on creating easy-to-understand content that turns visitors into the lead by conveying your message. Compose and post content with relevant keywords, concise call to action buttons, catchy title and headings, impressive emojis, videos, and graphics. Use trendy hashtags on social media to bring user’s attention.
3. Perceptual Set Theory
In psychology, perceptual sets refer to the habit of perceiving only some of the features of a specific thing, sensory data, or a circumstance while ignoring others. You can leverage this theory for content marketing because it helps in composing content as per the reader’s expectations.
So, create a content with a logical flow in the landing page ensuring it meets user’s need and keeps them engaged. Include CTA (call to action) to guide them what to do next if they’re interested in learning more.
4. Social Evidence
There is a close connectivity between content marketing and social proof. People usually move to the product or service that is already used, liked, and trusted by others.
Hence, while doing content marketing for social media audience don’t forget to give social proof for your business.
Add social sharing buttons on your content, encourage positive comments, testimonials & reviews on blogs, use real-life case studies in website content, and work with authentic influencers to develop the trust of the intended audience.
5. Color’s Psychology
Humans have the ability to develop a perception regarding any object in less than one and a half minute. There are many psychological colors that relate respectively to the emotions, mind, and the body of a person.
Customers judge the product on the basis of its color. So, considering the significance of each color as an antique web design trend can help you in defining professionalism and gaining the reader’s trust.
Each color has its own importance and is a representation of varying emotions and qualities. For example, Blue signifies serenity, intelligence, duty, trust, reflection, logic, and loyalty.
As a content marketer, you need to focus on a color that draws the attention of readers and generate the desired emotion for a brand. Use striking shades in a call to action buttons to convince them for the expected action.
Principles Of Psychology To Improve Content Marketing
Understanding psychological principles and behavioral patterns of the readers/customers can provide you with the expected outcome of content writing and marketing efforts. There is a list of 6 most important principles of psychology -
1. FOMO (Fear of Missing Out)
According to this psychology, people give much importance to things that are available in limited quantity or only for short duration.
For example, on shopping websites, purchasers generally prefer the products that are labeled with the tagline ‘hurry up! Only limited stock available’. That product will seem more valuable to customers when they find it only in few quantities.
The same concept can be applied to content marketing. Make your readers know that you have unique and rare content that they hardly find anywhere else. If you have any latest information on the trendy topic, tell your readers about it.
2. Motivate But Do Not Push Forcefully
Motivating customer for the purchasing of your product or service is good, but never force them for it. Promoting something with fear creates a negative impact in front of potential users.
In terms of content marketing, this principle suggests writing only powerful messages that make an audience to read further and find out what more information does content have for them.
Create and promote motivational content with encouraging images, music, podcast, and video. This will keep the reader’s interest with their own desire to learn more.
3. Information Gap Theory
This theory is developed by George Loewenstein in 1990s. According to this theory, there is a gap between what a person already know and what they’re interested to learn. This is the most helpful psychology principle that content marketers can apply.
Craft interesting title for your content with attractive headlines to develop a curiosity of finding more among readers.
To determine what users want to know more about, search the trending topics related to the business domain and write content on a subject matter that seems more informative and new.
This principal said that if you act positively to others then you will also get the same positive response from others. A content marketer can apply this principle by making readers understand that you are providing them with something fruitful and informative without demanding anything in exchange.
This will make your potential customers more loyal towards your brand or business. So, provide your readers with easily accessible and free-to-use content.
5. Loss Aversion
In psychological terms, losses are 2 times more powerful than profit. Apply this principle of loss aversion by making your audience realize that they can miss something very important by avoiding your product or service.
While writing your content, use the powerful words that tell users to understand how your product or service can help them from losing something valuable.
6. Information Overload And The Paradox Of Choice
With so many options available, deciding what to choose makes people confused. We all often get trapped in confusion and not able to take one decision.
In fact, when we select anyone from all, we doubt that other option may prove much better than what we have chosen.
Content marketers should also emphasize on this principle because giving too many choices leaves a negative impact on the audience. Keep your content simple and concise, providing readers only with some of the options – share it, comment on it, read something more similar and useful.
Understanding the perceptual and behavioral psychology of the customers allow content marketers and businesses to learn what motivate them to make purchasing decisions and actions.
So, follow these principles to improve the content marketing quality and results.
There are numbers of content marketing strategies that you can follow to create, optimize, and share the content for better user engagement, more leads, maximized revenue, and more benefits.
Using psychology is one of these result-oriented strategies that can help you stand out unique by focusing on reader’s expectations, behavior, and thoughts.
So, get started for improving the quality of your content marketing campaign by applying the psychological concepts and principles.
Subscribe to weekly updates
You’ll also receive some of our best posts today