Content marketing has become one of the favorite tools of brand managers to connect with audiences. Consumers are saturated with advertising and are becoming less receptive to it, as evidenced by the fact that advertising locking systems, known as adblockers, are increasingly popular among netizens. Consumers expect brands that offer higher quality items, give them value and above all do not try to sell the bike. In addition, that is where content marketing comes in. In an item, brands can concentrate all that consumers want and do besides get their messages.
But the truth is that not only launch it with content and post them here and there. The contents have to be made with a certain quality and must meet the certain minimum. They have to meet the expectations of the receiver keeping the hopes of the brand. Must be informative, have to be marketing and have to be interesting. In short, make content marketing is much more complex than it may seem and makes things much less simple than simply writing something.
Moreover, to meet those expectations and to make content marketing work can draw on certain sciences and discoveries of certain studies. Neuroscience is the pillar on which sits neuromarketing can also help make content work better. As noted in an analysis in Forbes, neuroscience can learn about some lessons on how to make content marketing work better.
Emotions help to make the brain awake
It is one of the great lessons taught neuromarketing and one of the major issues that are learning companies (while it is one of the things that more consumers demand more, they hope to establish emotional bonds with brands and products). Companies have to learn to use emotions as key to connecting with the consumer and, in this case, as entry element in the thoughts of it. Emotions help connect with the brain of the consumer and those contents that trigger strong emotional markers will have a greater impact and gain activate more brain receptor, which makes it more plausible that remain engraved in it.
You have to use the instincts of 'self'
You can see in the analysis are called self-serving instincts. Humans are 'programmed' to that amount before they are survival services and those services that put them above all things. This has a direct impact on what consumers do or say and, especially, on how to receive messages throwing them. Content that flatter the ego or the reader or those who help them feel good about themselves are received in a better way. Why, if there is so much boom good content and tests to demonstrate knowledge?
The familiar works best
One of the elements that work best is the dip things we already know. As pointed out in the analysis, which is why, for example, that works so well the branding of certain brands. And we know and therefore we remain within the comfort zone. Faced with familiar things, the brain releases dopamine. It may seem irrelevant, but using fonts, images, colors or graphics that the receiver knows or is familiar with that makes the content can be received better.
And simple too
Another element that neuroscience has taught on the content and therefore should not be overlooked when creating content marketing is that things that seem easy to perceive better. In fact, there is more to think about what uphill math homework, language or subject it was the bête noire of everyone in the school to understand were made. Not that it was difficult, difficult is that we saw. Neuroscience has the explanation: when something seems difficult, our brain automatically decides which will be much more complicated and will take longer than other activity.
We must escape from the linear to surprise the brain
However, the fact that complex things are input, as even more complex than they really are should not make marks tempted to do it all too simple in content strategy: that does not work with the human mind. In fact, if you want to be really memorable, you have to surprise. The process of reading and absorption information of a predictive way works. The brain is ahead of what is going to read and so, instead of having to process it all, stays with the ideas and messages. Therefore, placing unexpected or surprising words such as altering early famous novels or popular phrases, it causes the brain to stop to read more calmly.
By
A. H. Sagar
