Customer Insight Group Loyalty Blog

Fresh Ideas for Building Profitable Customer Relationships
  • Hot Topics

    Hot Topics

The Best Content to Getting Inside the Minds (or Brains) of Customers

Influence and Engage Your Consumers with the Best Content for Your Message

Getting inside your consumers’ brains means knowing how your content influences and engages your consumers or how they interpret the things they see, read, and hear. The brain processes different types of content and affects a viewer’s emotions and impressions. You can use the way brain processes information to get the best responses to your content marketing efforts.

Did you know written content—such as e-books and blogs—can be effective when creating relationships? And interactive content might help you engage readers on a more personal level and create more memorable experiences? The infographic below explains how our brain processes different kinds of content.

How to Choose the Right Content for Your Message

Written Content – such as blog posts, website content e-books and whitepapers where our brains attempt to put us in the shoes of the author or protagonist are best for:

  • Creating a relationship between brand and consumer
  • Showcasing expertise and experiences
  • Building consumer trust
  • Evaluation & comparison of your products and services
  • Sharing Customer testimonials

Graphic Content – like infographics, slideshows and e-book help us to remember and understand content more quickly and are best for:

  • Presenting complex data and ideas
  • Attracting attention & interest to your brand
  • Creating memorable content
  • Making a persuasive argument

As much as 50% of our brains are wired to receive visual input.

It takes you about 1/10 of a second to understand a visual scene.

It takes you 250 milliseconds to process a symbol, and attach a meaning to it.

Interactive Content – such as quizzes and interactive infographics combines visuals, stories, and participation, tapping into multiple regions of the brain. Participation leads to higher rates of retention and learning. Readers feel catered to and heard when they receive a personalized quiz results. Interactive content is highly shareable on social media – quizzes and quiz results are the most shared media type on Facebook. Interactive content is best for:

  • Creating content to be shared on social media
  • Engaging a reader on a personal level
  • Developing an interactive experience that will be remembered

Video Content – like brand/culture videos, video blogs (Vlogs), instructional video, and webinars enhance emotional connection with viewers, through a mix of intonation, pitch, movement, body language, and other behaviors. The brain processes video 60 000 times faster than text. Watching a video does not require active participation, so it doesn’t take up as much energy for the brain to process. Video content is best for:

  • Sharing personal stories about your company, history, and brand
  • Forming emotional connection with viewer
  • Showing how to do something

  Source: Mainpath The Best Content to Getting Inside the Minds (or Brains) of Customers

 


Content Marketing Resources

Content Marketing Articles

What is Content Marketing?

B2C Content Marketing Infographic