Print marketing is on a decline, with 23.4% advertising companies spending less on those advertisements. On the other hand, spending on email marketing is up by 59.7%; on social media marketing, 56.3%; online display advertising, 55.9%. Spending on search marketing is up 42.4%.
Much of this depends on content marketing. Its effectiveness can be seen by the rising budget for digital marketing altogether. What is content marketing and how does it work?
What Is Content Marketing?
According to the Content Marketing Institute, content marketing is the crafting of action-provoking content. This content should provide something of value to its relevant audience. It acts as the opening line in a conversation that ends with a sale.
The Psychology of Content Marketing
“What’s In It For Me?”
Consumers rarely go online and do a search with that specific phrase in their heads. However, it is always somewhere in there. They click on articles because they are interested, because they need something or want to need it, or because they are bored.
Content marketers take advantage of that subconscious question. For example, there is currently a Zika virus scare. A health clinic or even medical supplies store could create an article or infographic with statistics and the best ways to be safe from the Zika virus. The consumer absorbs the message, and ideally follows it up with a visit to the clinic.
“Now I Want More”
16 Personalities opens with a home page where you can take a free test to get an approximation of your Meyers-Briggs Type Indicator (MBTI). The test can be taken out of curiosity or boredom or fun, or with serious intent. The hook of the site is a free test that should give you a good idea of your own personality.
This form of content marketing is valuable to the person who takes the quiz, answering the question, “what’s in it for me?” If the consumer wants added value, he or she can create a “premium profile.” It comes with a free ebook, and personalized analyses of the MBTI and test answers–for a price, of course. It gives the consumer the “more” he or she now wants.
“I Respect Authority”
Becoming an “authority site” is a familiar word to SEO writers and digital marketers. An authority site is one that has gained enough credibility to be looked up to as a go-to source of information. One example would be Investopedia, for information and article series on investment terms and explanations.
We are psychologically conditioned to trust what we consider “authorities,” since we perceive them to have credibility. Content marketing can use this detail effectively, by asking for an authority contribution on a website, for example. Even if the website’s product is not directly promoted in the article, consumers see it as an endorsement and react accordingly.
The Psychology of Content Marketing: Find Needs, Add Value
Content marketing works best when it stays informed of issues and events relevant to its consumers. The Zika virus scare, for example, is gaining attention worldwide. It communicates a consumer need: to know more about the virus, to know if they are in danger, to know how to protect themselves. Good content marketing leads the consumer through valuable content and into a sales-oriented relationship with the company or brand.
I am a freelancer, Wordpress wizard, social media guru, and a Memphis Grizzlies fan. I am a proud Memphian that loves Memphis history, culture, sports, and food. I am passionate about writing, digital marketing, SEO best practices, networking, and web design.
About me and this blog
I am a full service freelancer that delivers compelling digital marketing solutions. This blog is to help spread awareness on current trends within the industry.