The psychology behind content: How to trigger your users’ behaviour
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The document discusses the psychology behind content strategy, emphasizing how successful strategies begin with understanding user context. It introduces psychological models such as the Elaboration Likelihood Model, Fogg Behavior Model, and Cialdini’s principles of persuasion, which explain how to effectively influence user behavior. Key concepts include the importance of motivation, ability, and triggers, as well as the role of emotional connections and social proof in successful content marketing.
The psychology behind content: How to trigger your users’ behaviour
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- 2. Welcome! Giuseppe Caltabiano HEAD OF CONTENT STRATEGY FOR EMEA & APAC CONTENTLY @giusec X The psychology behind content: how to trigger your users’ behaviour
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- 4. The World’s Best Brands Use Contently For strategy, editorial services, and premium, original content that works 4
- 6. X Content Strategy & Innovation Summit 2019 Me Contently “It might look counterintuitive, but success in content strategy never starts with the strategy - it starts from the context.”
- 7. X Psychology, Design, Content (the rise of the Hybrid Marketer) Psychology Content Marketing Design (A very powerful) Sweet Spot Content Strategy & Innovation Summit 2019
- 8. X Today’s Agenda Introduction Psychology Models Persuasion An introduction to Psychology for Content Marketers ELM and Fogg Behavior Model Cialdini’s Principles of Persuasion Content Strategy & Innovation Summit 2019
- 9. X Introduction Content Strategy & Innovation Summit 2019
- 10. Psychology, a definition 10 Psychology: the study of human behaviour in a given context “ Content Strategy & Innovation Summit 2019
- 11. X What do you see? Content Strategy & Innovation Summit 2019
- 12. X We humans project ourselves into so much of what we see. This instinct is guided by our primordial desire for emotional connections with others. We are hardwired to seek emotion in human faces. For this reason, photos of human faces in a design can profoundly influence an audience. We’re looking for emotions HumansObjects Image with a face saw +160% CTR, +290% CVR vs. image without face. vs. +160% CTR Content Strategy & Innovation Summit 2019
- 13. X Utilising dark patterns or tricking a user into doing something they wouldn’t otherwise do is not persuasion. It’s being an asshole Victor S. Yocco. “Design for the Mind” A word on Persuasion “ Content Strategy & Innovation Summit 2019
- 14. X 1. Elaboration Likelihood Model (ELM) (Petty, Caciocco) 2. Fogg Behavior Design model (E.J. Fogg) 3. Cialdini’s Persuasion Principles (Cialdini) Three models Content Strategy & Innovation Summit 2019
- 15. X Elaboration Likelihood Model Content Strategy & Innovation Summit 2019
- 16. X Elaboration Likelihood Model Means your audience cares more about the message. They’ll pay attention and scrutinize quality and strength of the argument. Central Route Happens on a more superficial level. Your audience will pay less attention to the message while being influenced by secondary factors, such as source credibility, visual appeal, presentation, and enticements like food, sex, and humour. Peripheral Route Content Strategy & Innovation Summit 2019
- 17. ELM in practice - Central Route 17 Content Strategy & Innovation Summit 2019
- 18. ELM in practice - Peripheral Route 18 Content Strategy & Innovation Summit 2019
- 19. Example of Central Route - Amazon 19 Content Strategy & Innovation Summit 2019
- 20. Example of Peripheral Route - Amazon 20 Content Strategy & Innovation Summit 2019
- 21. Example of Peripheral Route 21 Content Strategy & Innovation Summit 2019
- 22. Example of Peripheral Route 22 Content Strategy & Innovation Summit 2019
- 23. Motivation and Ability 23 •What promotes central route processing and high elaboration? •Researchers have explored 2 main factors: motivation and ability •This leads to the next model: Fogg Behavior Model “High Motivation and Ability promotes Central Route processing High ABILITY to process information High MOTIVATION Strong attitude toward product or content High ABILITY to process information Low ABILITY to process information Low MOTIVATION Weak attitude toward product or content Central Route Peripheral Route Ability Motivation (Relevancy)Attention Content Strategy & Innovation Summit 2019
- 24. X Fogg Behavior Model Content Strategy & Innovation Summit 2019
- 25. X Fogg Behavior Model Psychology TechnologyBehavior Design Content Strategy & Innovation Summit 2019
- 26. X • Fogg Behavior Model explains that 3 elements must come together at the same time for a behaviour to occur: motivation, ability and prompts (triggers) • When a behavior does not occur, at least one of those three elements is missing Fogg Behavior Model B = mat Behavior = motivation x ability x trigger Content Strategy & Innovation Summit 2019
- 27. X • When motivation is high, you can get people to do hard things. But once it drops people will only do easy things • Status, Access, Power, Stuff can help boosting motivation Motivation (relevancy) Content Strategy & Innovation Summit 2019
- 28. X Content Strategy & Innovation Summit 2019 Motivation - Duolingo (status)
- 29. The psychology behind content - KPMG Marketing Training WeekContent Strategy & Innovation Summit 2019 Motivation: Vitality (stuff) 29
- 30. Content Strategy & Innovation Summit 2019 Motivation: AXA (stuff) 30
- 31. X Content Strategy & Innovation Summit 2019 • In order to perform a target behavior, a person must have the ability to do so • There are two paths to increasing ability: 1. You can train people, giving them more skills (ability) to do the target behavior 2. better path is to make the target behavior easier to do (simplicity) Make it easy for your audience to understand what you offer and how to receive it. Ability (and Simplicity) Simplicity increase Ability “
- 32. X Content Strategy & Innovation Summit 2019 Ability (and Simplicity) This leads to an important rule: If you must choose what to optimise for, always choose ability over motivation. Become a master of simplification, not motivation. “
- 33. Content Strategy & Innovation Summit 2019 Simplicity: Oscar 33
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- 35. Content Strategy & Innovation Summit 2019 Simplicity? Generali 35
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- 37. X Content Strategy & Innovation Summit 2019 • The third element of the Fogg Behavior Model is Triggers (also known as Prompts) • Sometimes a Trigger can be external, like an alarm sounding. • Other times, the Trigger is internal and come from our daily routine Without a Trigger, the target behaviour will not happen “ Triggers (Prompts)
- 38. X Content Strategy & Innovation Summit 2019 Triggers: Addison Lee Taxis
- 39. X Content Strategy & Innovation Summit 2019 Triggers: Amazon Fresh
- 40. X Content Strategy & Innovation Summit 2019 Triggers: Capgemini’s “Content Loop”
- 41. X Cialdini’s Principles of Persuasion Content Strategy & Innovation Summit 2019
- 42. X • As Cialdini puts it, we’re in the age of information overload. We don’t have time to process all of the information and then to make informed decisions • This incapacity makes us look for signals (shortcuts) • These signals that help us decide if we want to do something Cialdini’s Principles of Persuasion We use signals (shortcuts) to make fast and informed decisions “ Shortcuts Content Strategy & Innovation Summit 2019 Reciprocity Authority Social Proof Liking Scarcity Status Quo
- 43. Content Strategy & Innovation Summit 2019 Reciprocity - Freshbooks 43 People generally feel indebted to those who do something for them without asking for anything in return. The more you give to your customers, the more they’ll be willing to give back to you. “
- 44. Content Strategy & Innovation Summit 2019 Reciprocity - Basecamp 44
- 45. Content Strategy & Innovation Summit 2019 Consistency & Status Quo - Blue Apron 45 People generally prefer status quo, even if they say they’re open to new ideas or ways of doing things. “
- 46. Content Strategy & Innovation Summit 2019 Scarcity & Fear of Missing Out (FoMo) - Amazon 46 When we fear that something is scarce, we feel compelled to act – buying, stockpiling, or experiencing that thing before it’s gone. “
- 47. Content Strategy & Innovation Summit 2019 Scarcity & Fear of Missing Out (FoMo) - British Airways 47
- 48. Content Strategy & Innovation Summit 2019 Improper use of the Scarcity principle… 48 "Six online hotel booking sites will make major changes to end misleading sales tactics and hidden charges after an investigation. Expedia, Booking.com, Agoda, Hotels.com, Ebookers and Trivago were subject to scrutiny by the Competition and Markets Authority (CMA), which intervened due to serious concerns about hidden charges, pressure-selling tactics, misleading discount claims and the order in which results appear on the site pages. Some sites were comparing a higher weekend room rate with a weekday rate or comparing the price of a luxury suite with a standard room; when highlighting that other customers are looking at the same hotel as you, these sites should make it clear they may be searching for different dates. The CMA also saw examples of some sites strategically placing sold out hotels within search results to put pressure on people to book more quickly. Sites have now committed not to do this." “
- 49. Content Strategy & Innovation Summit 2019 Liking: PetsRelocations 49 Based on the straightforward principle that we are easily persuaded by people who are like us, or people we like. Similarity boosts liking. “
- 50. Content Strategy & Innovation Summit 2019 Authority: Kaya 50 Influencer marketing’s principles are based on the authority shortcut: people will consume your content and will buy your services/ products, because you have some degree of knowledge and authority. “
- 51. Content Strategy & Innovation Summit 2019 Social Proof: MarketingProfs 51 We generally value opinions and ideas from people like us, and we feel greater compulsion to act when we see others like us taking action. “
- 52. Content Strategy & Innovation Summit 2019 Social Proof: CMI (Content Marketing Institute) 52
- 53. Content Strategy & Innovation Summit 2019 Social Proof: FreshBooks 53
- 54. X How (and where) to use the principles Content Strategy & Innovation Summit 2019
- 55. Summary 55 Ability Motivation Triggers (Prompts) Cialdini’s Shortcuts Content Strategy & Innovation Summit 2019
- 56. 56 Purchase Central Route Processing Scarcity Status Quo Consideration/Decision Central Route Processing Reciprocity Status Quo Social Proof Fogg Behaviour Model Awareness Central Route Processing Reciprocity Authority Social Proof Fogg Behaviour Model When you should use psychology principles Content Strategy & Innovation Summit 2019
- 57. References 57 Giuseppe Caltabiano HEAD OF CONTENT STRATEGY FOR EMEA & APAC CONTENTLY @giusec Content Strategy & Innovation Summit 2019
- 58. X New York 598 Broadway, 4th floor New York, NY 10012 London WeWork Shoreditch Mark Square 1 Mark Square London EC2A 4EG Thank You Content Strategy & Innovation Summit 2019