Content marketing is the strategy with which we can attract, educate and retain our audience while providing value. But have you ever wondered what makes content engaging and go viral? Why are we attracted to some content and not to others? How can we create content that connects with our audience and provokes action in them?
The answer lies in psychology. Our brains are programmed to respond positively to certain types of stimuli. When our content aligns with certain psychological principles, it is much more engaging and memorable and produces less resistance.
So it's time for us to learn how to create content that connects with our audience, to include psychological triggers to achieve conversions and to use some techniques based on emotional, cognitive and social psychological principles to make our content the most attractive and memorable.
Psychology applied to content marketing
Psychology is the science that studies human behavior and mental processes. It helps us understand how we perceive, process, and react to the information we receive. Psychology also helps us understand the motivations, emotions, attitudes, and preferences of people – in our case, our audience.
Do you know how psychology and content marketing are related? Both seek to influence human behavior and provoke a response. In content marketing, we apply psychological principles so that our publications resonate with our audience and manage to capture their attention, arouse their interest, generate trust and provoke an action, that is, conversion.
We also call these psychological principles triggers because, when applied, they trigger an almost unconscious response in the people who consume our content. These triggers can be emotional, cognitive or social.
Connect with your audience thanks to psychology applied to content marketing
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The power of emotions
Emotions are psychophysiological reactions that we experience in response to certain situations or stimuli. They have a great influence on our behavior. When content marketing appeals to emotions, it captures attention, generates empathy, and motivates action.
That's why emotional triggers are the most powerful ones you can use if you want to connect with your audience. When we touch the emotions of our readers, we create a deep connection and this, among other things, helps us build loyalty with our audience.
Some examples of emotional triggers you can include in your content are:
Empathy: If your content inspires empathy in your followers, you will be on their minds. Every time they have a problem, your product or service will be the first option they will remember.
Joy: Fun, upbeat content creates a feel-good vibe that makes your customers want to engage with you and come back for more.
Curiosity: No curious person is passive. When in doubt, we all want to know what comes next. Rest assured, this trigger stops the scroll.
The Surprise: If you surprise them, they will gambling database never forget you. You will not only have their attention, but you will also make a lasting impression on your audience.
Some techniques for creating emotional content are:
Storytelling.
Stories are a natural and effective way to convey a message, as they allow us to identify with them. Stories also help us to remember information better, as they activate different areas of the brain related to memory, imagination and emotion.
Images or videos.
Visual content has a great power to capture attention and generate emotions, because we process visual information much faster than text. So make sure your content includes attractive designs in any format.
Humor
Nothing generates more empathy with the audience and eliminates resistance like humor. Funny things make us feel good, they relax us, that's why memes never fail. Humor also helps us break the ice, build trust and differentiate ourselves from the competition.
The novelty.
When faced with something new and innovative, we pause. Novelty also awakens the desire to have something that few have yet acquired and is perfect for capturing attention and generating conversion.
The role of cognition
Cognition is the set of mental processes that allow us to acquire, store and use knowledge and is related to aspects such as attention, memory, learning, reasoning and decision-making.
Content marketing can leverage the role of cognition to generate educational and inspiring content. Cognitive triggers can also be very effective in connecting with the audience.
Some examples of cognitive triggers include:
Authority: If the content comes from experts, it is certain that it will be better accepted by those who consume it.
Scarcity: What we don't have in short supply or in limited supply is what we want most. That's why including this psychological principle in your content marketing is more likely to make your audience want it more.
Simplicity: Content that is easy to understand and assimilate is also easier to remember.
Tactics for including cognitive triggers in your content
Use data or statistics.
There is nothing better for content marketing than data. It is objective and truthful evidence, because numbers do not lie. Data or statistics demonstrate our authority, generate credibility and persuade our audience.
