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The Psychology Behind The Content | Benchmark Search Conference 2016

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Click Consult (Part of Ceuta Group)
Click Consult (Part of Ceuta Group)

From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Bas ven den Beld, State of Digital - The Psychology Behind The Content. #benchmarkconf2016

Marketing
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@basvandenbeld Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com The Psychology Behind The Content @basvandenbeld Speaking, Consulting, Publishing, Training
@basvandenbeld
@basvandenbeld
I can’t choose between the different backpacks
@basvandenbeld I would buy if things would make sense
@basvandenbeld Like most people I happily pay more if the perception of what I’m getting is that it’s good
@basvandenbeld
@basvandenbeld But most of the time it doesn’t make sense
@basvandenbeld The same happens online
The problem of choice @basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld Attention is a currency
@basvandenbeld More choices don’t always lead to more sales
@basvandenbeld What we all want is…
@basvandenbeld
@basvandenbeld Most purchasing decisions have both conscious and non-conscious components
@basvandenbeld We need to get into people’s brains
@basvandenbeld Understand who you are targeting
The psychology behind successful content @basvandenbeld
@basvandenbeld We plan future behaviour by relating present experiences to memories, past experiences, and learned associations
Know the motivation of your audience, initial motivation is critically important
@basvandenbeld You need to work with the customer’s needs and desires
@basvandenbeld People warm to you very quickly if you open your eyes, ears, and heart to their culture
@basvandenbeld
@basvandenbeld The more personal, the better
@basvandenbeldhttp://answerthepublic.com/
@basvandenbeld
Understand perspective
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld Context means everything
@basvandenbeld
Find shared values with your audience
@basvandenbeld Find a common enemy
@basvandenbeld
@basvandenbeld
Create something people can’t resist
@basvandenbeld
@basvandenbeld We don’t want to lose, or miss out
@basvandenbeld
@basvandenbeld Surprise makes us look (twice)
@basvandenbeld
@basvandenbeld
@basvandenbeld Use the right words
@basvandenbeld The 5 most persuasive words in the English language • You • Free • Because • Instantly • New
Guide people
@basvandenbeld People fill in the gaps
@basvandenbeld Kanisza Triangle
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld
@basvandenbeld Visual cues
@basvandenbeld People want to recognise themselves
@basvandenbeld
@basvandenbeld
@basvandenbeld I tweet, share, and write about this stuff. Get regular updates by subscribing here: http://std.al/joinstod Have Bas speak or train at your even or company consult? Get in touch! Bas van den Beld www.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld New: Content Marketing Strategy Essentials Course http://std.al/stodcmcours

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The Psychology Behind The Content | Benchmark Search Conference 2016

Editor's Notes

  1. A game of social thrones is next