Why customer psychology is the key to successful content marketing by Scoop.it Blog [Marketing]

Editor's Note: This article first appeared on Scoop.it Blog and was curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.

We always talk about targeted marketing. We try to create buyer’s persona that will be an almost-exact replica of the real buyer. With this, we track and monitor their activities and behavior, only to understand what they are looking for and when. We put all these information together to create unique content for each buyer’s stage so that our buyers become our loyal customers.
Amidst all these, what we seldom talk about is ‘customer psychology.’

How many times did you skip a particular news feed while scrolling through your Facebook feed to go down further and read something else? It happens to us all the time. Does it ever occur to you that your mood can play a pivotal role in deciding what you want to read or view?

This stands as a universal fact. Content that triggers an emotional response generates better engagement and conversions. I will put aside ‘conversions’ as of now because here we will talk how emotions and customer psychology plays a crucial role in content marketing.

Emotions and buying decisions

Fractl analyzed 23 viral images from Imgur with 800 participants against a controlled group of non-viral images. This experiment was done to understand what kind of emotions viral images trigger the most (or rather, what are the emotional elements that can make an image go viral). It also compared the reactions between images with captions and without captions.
Experiment: https://youtu.be/2K5trQS3JeA
The experiment revealed three common emotions that were consistent across all age and gender (with the viral images).
  • Positive feelings: The total number of positive rating was directly related to the total views of the content. It also revealed that initial views are the key to get more shares.
  • Emotional complexity: During the experiment, when viral and non-viral images were pitched against each other, it triggered mixed emotions. This highlighted that images that triggered mixed emotions – positive and negative were more likely to be shared.
  • Surprise factor: Through this experiment, it was discovered that images that had a surprise element in it received highest shares.