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The Essential Psychological Concepts that Will Improve Your Content Marketing Efforts


It is no secret that retailers and marketers use psychology to sell their products and services. Walk into any grocery store and the brightest and most colorful products with exotic names are placed in locations that have maximum visibility. Similar products, which might even be cheaper than the ones being promoted right as you enter a store, might be hidden away inside another aisle.  Similarly, advertisements are written in such a way as to create a need for that product or service.

The same types of psychological concepts are now being applied to content marketing and will continue to be used for content marketing in 2018. Marketers will no longer limit themselves to website content and blogs promoting products or services but instead will utilize psychology to attract customers and ensure that they keep coming back.

Content in 2018 will no longer just be about filling pages but will require providing information that people will want to read and enjoy. In general, most readers like content that is fresh, informative, entertaining, light-hearted and of course, concise. Here are some essential psychological concepts that will improve your content marketing efforts:

Illustration by digitalista via Bigstock

Curiosity and Need: When it comes to content marketing, it is important to use content that can help your customers become curious. In other words, you should offer the reader just enough information but yet leave a gap, so that they have this need to know more. For example, you could only provide partial information about a product or service. By triggering the customer’s need to know more, you will motivate them to either click on links for more information or contact you to find out the answers they need.

Social Media: In almost every business when there are many people using the same product or service, others are likely to follow. In today’s socially interactive world, no business can skip using social media as it can play a major role in influencing how people shop or react to things. It is thus important to ensure maximum visibility on all popular social media platforms.

Mutual Benefit: This principle is very simple.  In essence, it implies that you do something for me and I will do something for you. Almost everyone is susceptible to this rule of reciprocity. Therefore, if you have a good tip or a product, share it on social media. In return, your target audience may like what you post, share it further and even contact you for more information. The more ‘good stuff’ you have to offer, the more likely it is that more customers will come to you.

Use the right fonts, colors, and text: In real life, people are attracted to vivid colors and bold text. This is how retails stores attract more buyers. The same principle will be used for content in 2018. When writing a blog, use a captivating title, bold subheadings, and the right keywords; more importantly, keep your text a length that provides justice to the topic and keeps the information interesting. Keep in mind that an average human can only digest so much information at any one point in time. Think quality over quantity.

Limit the choices: Today, people prefer to have choices when buying items and the same will apply to 2018 content. If you offer too many choices, it creates confusion and the average reader will get lost. So offer a limited number of choices. If you compare a product or a service, limit the comparison to just a few key points. This will help make things clearer for your customer and will make their choices clearer. Don’t put your audience in a situation where they overstress and basically lose interest and need for your product and/or service.

Trends: For content creation in 2018, you will have to know the current trends. Writing on topics that have been done to death is not likely to get you more readers. Focus on topics that are trending. Both Google and Yahoo have a section on trending topics which can be extremely useful and can provide great insight into what people are talking about. Do remember that what may be trending this week may be out of fashion next week. If you are going to use trending topics for content marketing in 2018, you need to do so when the stories are hot. If you miss the right time, you will not generate the same response.

There is no magic bullet to succeed at content marketing in 2018 but the important thing is to use the right tools and to ensure that you apply psychological principles to grab your audience’s attention. No matter what you have to offer, you must first get to know your audience and have some idea what they want. Then you can influence them with a variety of psychological strategies. Remember changing the behavior of consumers is not an overnight thing but takes time and effort. You must remember that the customer is always right and you have to do everything in your power to make them feel important/special.

At Iris Content, we have a team of content writers who have the necessary skill and expertise to write and design content that will trigger your audience’s curiosity, keep them engaged and motivate them to select your product or service. Content marketing in 2018 is likely to be even more challenging as more and more businesses realize the importance of content and the use of psychological concepts to connect with customers. Call us today to discuss your content marketing goals for the new year. It is our commitment to provide you original, informative and interesting content that will help you achieve your content marketing goals for 2018. Use of psychological concepts and strategies has always been a critical component of marketing activities. Our content writers can help you apply these same concepts in your digital strategy so that you can see more success online and on social media platforms.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

If you need a professional to handle all your content during the hectic festive season, Iris Content is launching a few holiday packages that you can take advantage of. Reach out to us and we will help your business shine this holiday season!

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