Content Marketing

How The Dominance Of Implicit Processes Should Dictate Your Content

Is your content failing to hit the mark even though it’s very well written? Well, the reason may be down to economic theory.

If we were to follow classic economic models of supply and demand stringently we would see consumers essentially as robots who consume based on strictly rational factors but as we have seen especially in the last 3 years, Humans are a lot of things but “rational” is not top of that list

There are two types of human thinking: conscious thinking and unconscious thinking.

Conscious thinking is an explicit process and it tough on the mind! Conscious thought requires a significant amount of energy. The human brain accounts for just 2% of your body weight, but it consumes more than 20% of your energy. Because your body has evolved to operate as efficiently as possible, it limits energy-sapping conscious thinking.

Our brains process the majority of information from your environment unconsciously, through implicit processes. If we think of our brains as computers they process 11 million pieces of information unconsciously and only 50 pieces consciously. That’s like super fast broadband compared to well a letter delivered cross country by pigeon.

Unconscious reactions are what we call gut feelings and we have gut reactions in three seconds or less. Quick emotional processing also happens with cascading impact. Our emotional reaction to a stimulus resounds more loudly in our brain than does our rational response, triggering the action to follow.

So what does all this mean for your content? We’ll When a shopper decides to buy from you, they have often made the decision before their conscious mind is even aware of it. Based on millions of cues, they have decided that your product is a fit for them at that moment in time. This should all start with your content making everything from the colours used to the first sentence to appeal to the basic emotional triggers that underpin the decision-making process of your consumers

If you want to learn how you can create emotionally relevant content then get in touch with one of our experts.

Writing To Make Your Customers Love Your Brand

Do customers love your brand? Do they love their experiences with your content and organisation? If someone were to ask about you would it be a glowing review every time?

Take all of the touch points between a user and your organisation. A touchpoint is any interaction with your brand -- for example, visiting the website, reading a blog post, receiving a marketing email, talking to a sales representative, signing up for an account. In each instance, the user gets to know you a little more.

Lovability is the sum total of every experience across every touchpoint.

This should start and finish with your content. Writing relevant content paired with personalised marketing (but not too creepy) and random acts of kindness from your organisation are all things you should be doing to improve the customer experience and make your brand more lovable.

Being a brand that exudes lovability requires “a little element of going beyond. A little element of surprise. A little element of ’This is more than what I expected.

If you want to speak to someone about making your brand lovable then get in touch with one of our team.

Closing With Thought Leadership

One thing you will get continually asked as a marketer is what percentage of your leads don’t convert to appointments for your sales reps? I’m guessing it’s somewhere in the ballpark of 90%.

How many leads do your sales reps generate on their own? I’m guessing that number is lower than you would like as well.

Now the marketers will normally chalk that up to sales not doing enough to close but many times, potential customers don’t engage with your company because they think it is a waste of their time. They aren’t interested in talking with a sales rep about your product, because they have no education on the product.

Instead, they are interested in talking with a thought leader about a solution.

Many studies show that your prospects are craving guidance from your sales reps and your content. According to LinkedIn research, 92% percent of buyers engage if the professional is a known industry thought leader.

Just think about that. If you could get your sales conversion to 92% using great content you would be winning awards! So how do you get your salespeople to the level of a thought leader? It’s simple, great content!

If your sales reps can share valuable content on their social media channels and in communicating with prospects, then buyers would see them as valuable resources and be more willing to engage.

To do this you need to be filling your sales team with great content that they can leverage as their own. Provide your sales team with this content and then ask them to write their own 200-word introduction. Have them publish it through their LinkedIn account and other methods to build up their networks.

If you need more advice on how to improve your thought leadership with content then speak to one of our experts.