FEATURED ARTICLE — November 15th, 2019
Too often we speak about content marketing or SEO using dry, machine-generated terms. ROI, engagement, lead generation, lead conversion, traffic sources.
Don’t get me wrong, I love numbers too. I love content marketing accountability and being able to prove that my efforts have produced tangible results (read: profit/cash).
But when we do this we also lose sight of something very important. Behind every number there are humans.
A lead is a potential customer = a human.
Traffic is generated by people = humans.
It’s also people who engage (or not) with our content = humans again.
You see where I’m going with this, right?
Even in B2B (content) marketing things are the same. Business to Business doesn’t involve other entities – aliens or plants. Behind every business name, it’s still humans who are making all the decisions. It’s still humans who read your content (or skip it) and who decide to take action on it (or not).
So what could be more fitting in mastering something that appeals to our fellow humans than the most human science of all: psychology?
Let’s see how you can use psychology to improve your content marketing. Don’t worry. You don’t need an advanced degree in the field. You just need to learn how to connect the dots between basic psychology concepts and content marketing.
Which is exactly what we’re about to do.
1. First impression matters
Just like in real life, where people are prone to judge a book by its cover, your content will be judged by the first impression it leaves.
A study from 2012 shows that a user needs 0.05 seconds to judge a website.
Later on, Microsoft found that the average attention span of people browsing web pages is...