How to use Psychology in creating engaging content

In today's world, the struggle to get across to an audience is real, so is creating an engaging post that will make them come back for more. Many of us have read books and tons of articles but the content all seem the same. However, in this new piece,  Entrepreneur, points out the use of psychology in cutting through the noise. Experts like Jeff Bullas and a few experts content marketers make use of this in creating content but as a new blogger you might need to check these  psychological principles that can help you cut through the noise:

Rule of reciprocity

If someone goes out of their way to help you, you’re more likely to help them in return. If you create genuinely useful content that helps your audience take an action, they’re more likely to return to your blog or sign up for your email list.

Us vs. them

Exactly what it sounds like, this principle uses both in-group and out-group bias. In-group bias refers to the idea that you’re more likely to give preferential treatment to people who you see as part of your group. For example, you’d likely prefer talking to an alum from your school than a random stranger. Out-group bias is the opposite, referring to the idea that you’re more likely to push away people that are not part of your group.

Use this to your advantage by creating an “us vs. them” paradigm with you and your audience against your competitors.

In-group bias

You can also use in-group bias by itself (without out-group bias) in your content marketing by understanding the words and phrases your audience uses to describe their problems. So, if you’re talking to SaaS entrepreneurs, you might talk about increasing monthly recurring revenue (MRR) by “converting free trial signups into paying customers.”

Social proof We look to other people for guidance when it comes to making purchase decisions.

Leverage social proof in your content strategy through influencer marketing. Even if you haven’t been in business for very long, you can gain instant credibility by having someone well-known in your industry vouch for your product or business.

Availability cascade The more times a piece of information is repeated to us, the more likely we are to believe it.

It’s a major reason why companies invest so much money in recurring television ads, billboards and other advertisements.

Use this to improve your email marketing campaigns. If you have a specific competitive advantage over everybody else in your market, talk about it as often as needed in your emails. Eventually, you’ll become known for it.

The bottom line is this: The more you allow the psychology of your audience to influence your writing style, the more you’ll connect with readers and the more you’ll stand out from the pack on virtually any marketing channel -- no matter how competitive they get.


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