In my recent content strategy post I told you that I would be writing up some articles on how to promote the hell out of the content you had created.

I think it’s important for anyone involved in digital marketing to understand what will motivate someone to share your content and when they are most inclined to do so you can develop the next step in your strategy.

Most marketers have a good grasp of the Extrinsic Motivators (price, features, benefits) of a product or a piece of content but we often struggle with the Intrinsic Motivators (how does the product align to a person’s feelings or goals). People are thinking feelers not feeling thinkers.

What do we know about People?

• we depend on mental models
• we want to be in control
• we don’t like change
• we’re not great at remembering
• we love a good story
• we are highly visual by nature
• we do have some limitations
• we are social creatures
• we’re curious
• we don’t want to put in a lot of effort
• we love patterns
• we make mistakes

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As a bit of psychology fiend I just wanted to share this video I found a few days ago on Youtube which explains the different ways in which advertisers use persuasive psychological techniques in their advertising campaigns.

The video covers peripheral messaging and it got me thinking about it’s correlation with inbound/content marketing.

The concept of peripheral advertising is essentially what the term implies; the marketing is conducted as a secondary effort to the main project, promoting the product or service tangentially.

The other element of the video I thought would be useful was the way in which people are influenced by colours and the associations we have with them. Something to consider the next time you are designing a landing page or infographic.

Anyway it’s only a few minutes long and you never know you might learn something new

I’m most honored to be communicating with you here today, TripleSEO-ers.  That’s what brands (and marketers on behalf of those clients) do, make connections with consumers.

Let me remind you of the reality of marketing; as in life, it’s like an onion.  We may keep peeling at the layers, finding there’s ‘more to it’ than previously thought.’

While consumers make ostensible, fully-conscious decisions, clever research and marketing implementation lie beneath the surface.

Sit down.

Lift your right foot off the floor, making clockwise circles.

Keep doing it while drawing the number “6” in the air with your right-hand.

(Most of) you will notice your foot changed direction.

Abracadabra, my friends.

Welcome to the world of psychology,

of the inner mind,

of the “why” of things, a place marketers and brands take great interest in as well as a much younger content_muse.

Now that we have our links, let’s peel away another layer of the onion, thinking about principles of psychology in planning better conversions.

 

Arousing Checkouts

I recently skedaddled to Atlantic City.  Glimmer, glam, and lights abounded.

Casino ads are so arousing, so stimulating, featuring scantily clad women alongside beautiful, happy couples, reveling in their winnings and good times.

These ads are oft arranged along the Atlantic City Expressway, tinseled around the shore towns, and present inside ornate, casino interiors.

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Once you have determined the main theme for your niche site you need to set out a content strategy for it. I am currently working on the design and content strategy for two of my new niche sites and as I want to make sure that these sites are both successful and profitable I am investing a lot of time right now in these early stages.

In the pre-Panda days it was very common place that after a bit of keyword research to determine the long tail and related search terms for your niche site thin, spun or cheaply outsourced articles would be generated to make it possible to rank your site for these search terms. Today I think it’s very important that people who are developing niche sites as a source of income develop a content strategy that puts the user first and not the search engines.

Niche Site Content Strategy 2009

Niche Site Content Strategy Today

 

“Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.”

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