Using Psychology to Make Content Marketing More Effective

 

For content marketing to achieve your goals, whether it’s increasing conversions or raising brand awareness, it should speak to your target audience on a deeper level than simply writing engaging copy or creating eye-catching graphics. That’s where using psychology can help. In this article, we’ll explain four psychology theories you can use to enhance your content marketing’s effectiveness.

The ‘fear of missing out’ (aka ‘FOMO’ on the internet) has an actual scientific basis where people place greater value on scarce items and experiences, and less value on things that are more easily attainable. When people worry about being unable to have or do something because of limited quantity and time, they will want it more. Furthermore, they’re more willing to pay for it at a higher price. You can leverage the power of FOMO by creating a sense of urgency or scarcity in your content marketing.

Coined by psychologist and author Robert Cialdini, ‘social proof’ is a psychological and social phenomenon that leads people to copy the actions of others in a certain situation. Particularly when people are unsure of how to react or respond to a situation, they’ll instinctively look to others under the assumption that other people know more than they do and know what action to take. While it’s not done consciously, it can lead people to prefer a product or service simply because they saw other people like it. By using social proof in your content marketing, you can inspire confidence in your business, product, or service.

 

See how to include social proof in your social media marketing in our blog post.

Developed by behavioral economist George Loewenstein of Carnegie Mellon Research, the ‘information gap theory’ claims that people’s curiosity will make them take action/read further to learn what they want to know. You can leverage this theory by making your target audience more interested in your business. To help create an information gap, make sure to use attention-grabbing headlines and select topics that pique your audience’s interest.

According to the ‘loss aversion theory,’ people prefer to avoid losses than acquire gains because the psychological impact of losses is more powerful than that of gains. Find out what your target audience is afraid of losing, such as time or money, then tap into that by convincing them to take action. Your content should show how your products or services can help them prevent that specific loss. When your content demonstrates the benefits of your products or services, your audience’s apprehensions and fears will be alleviated thereby making them more receptive to your products/services.

By using these psychology theories, your content marketing will speak to your target audience on a deeper level throughout the buyer’s journey of awareness, consideration, and decision. Sales & Marketing Technologies has helped local and national brands of all sizes create a content marketing strategy that enhances their larger marketing plan. Whether you’re looking for stellar content or tracking insights to see the effectiveness of your content, we’re here to help.

 

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