Research into the neuroscience behind consumer behavior has been uncovering how our brains process buying decisions. Marketers have been watching these results closely, hoping for a better glimpse into their customers’ buying habits. Along those lines, Social Media Today recently published an infographic outlining how the brain reacts to various types of marketing content. The information may be useful when you are crafting your content marketing plan, helping you weigh the benefits of sharing your message through a blog post, a video, or both. We’ve outlined the highlights below:
Written Content: Since writing offers the reader a taste of the author’s vision or world, blogs, whitepapers, product comparison and case studies are best suited for written content. It turns out that our brain activity does not differentiate between reading something and experiencing it in real life. The indelibility of writing can evoke trust and buy-in by your target market into your business.
Graphic Content: Charts, infographics, and images are easily remembered and can be useful to break down complex ideas. The brain quickly associates images or symbols with a meaning; offering a compelling image or graphic to tell your story can create a memorable experience for your customer.
Interactive Content: Quizzes, contests, and clickable infographics are powerful engagement tools. According to the infographic, the written, graphic and participatory nature of interactive content fires multiple parts of our brain. More activity leads to better retention and learning rates. This type of content is the most shared on Facebook, allowing your customers to spread the word about your brand for you. Think of the “What Color Are You?” type quizzes we find all over Facebook. How many of your friends have shared their results?
Video Content: Video excels at creating an emotional connection with the viewer. Sharing personal stories, offering how-to advice to solve a problem, or disseminating valuable information are perfect for this medium. Videos allow for passive participation by the viewer, taking up less brain power and allowing for greater information processing rates. This ease of use may be why so many of us turn to YouTube to help us fix a clogged drain rather than consult a website (or call a plumber).
To be sure there is room for all types of content in a robust multi-channel marketing plan. Your target markets may have varying preferences on how they like to take in information, and different marketing tools lend themselves to certain types of content. By understanding how your customers respond to different modes of communication, the kind of information you are trying to share, and where you will be placing your messaging will help you craft a successful content marketing plan.
Looking for some expert advice on creating and sharing powerful content? Send us an email or give us a call at 317-910-6252.
