The Psychology Behind Content Marketing: How to Effectively Engage with Your Audience
The digital age has ushered in a host of acronyms such as ROI, API, SEO and CMS. Although these are all very relevant, the fact of the matter is that psychology is still the bottom line in reference to any successful marketing campaign.Psychology is the cornerstone of success in the world of client engagement and this principle is just as true now as it was 100 years in the past. Let’s quickly look at some methods to capture and retain your audience.
Think about the last time you came across a memorable advertising campaign. Was the content alone interesting, or did it generate some type of emotional response? Your answer will most likely involve a combination of the two. It is a proven fact that customers who become excited about a product are more likely to make an emotional connection with the brand.
This next point cannot be stressed enough. Successful marketing psychology should be involved with solving a problem. Whether providing a consumer with faster Internet speeds or a new vehicle with better fuel efficiency, the concept is just as valid.
Businesses that are able to cater to the needs of a customer are much more likely to retain that customer. Furthermore, you will be able to foster a more personal connection if the target audience feels that you are addressing their needs.
Ivan Pavlov was arguably the first psychologist to demonstrate the power that progressive rewards have. While you are most likely not catering to a canine audience, these perks can be extremely effective. This is the reason why online casinos offer such possibilities as matched deposit bonuses and free spins on occasion. A study from the Harvard Business Review highlighted that providing regular incentives will keep individuals and customers interested in the task (or product) at hand. Examples can include reduced prices, VIP programmes and bulk discounts.
Consistent and Recognisable Branding
It is no mistake that companies such as Coca-Cola and Nike have not changed their visual branding for decades. Easily recognisable logos create a strong identity with the customer. This is also valid in regards to the type of content distributed to the customer. The tone of voice and the flavour of the writing need to remain constant over time. All content will, therefore, appear to be much more familiar and palatable. You might otherwise risk losing a loyal client. How would you feel if a restaurant suddenly changed the recipe of your favourite dish?
An Art and a Science
We should still mention that unlike more technical aspects that can be quantified with analytics, it could take a bit of time to fine-tune this psychological approach to marketing. However, this firm intuitive foundation is absolutely critical if you hope to maintain customer loyalty in the digital age.