Being keen on everything related to online marketing, I’m constantly looking for new facts able to add on significantly to my knowledge background. Do you feel anything like that? Then we are going in the same direction. Hence, our point of destination is “acquiring fresh and extremely useful information about online marketing!”
Yep! I’ve Found It!
Luckily, I’ve come across an article revealing the most essential psychological aspects demanded by online marketing. The information was presented under the heading “This Is Your Brain on Viral Content: What Psychology Says You’ll Click On” by a viral marketing expert Kelsey Libert. Speaking generally, the author outlined some of the most effective psychological theories able to make content marketing strategies climb up on “the toppest top” of success.
Each of the theories aims at booming your content web search results and corresponds exactly to what your target audience requires. According to Ms. Libert, the witty trick is that effective content marketing campaign should be based not only on informative aspects, but also on emotional ones.
When planning what way to move, content marketers are advised to pay special attention to what emotions will be “resonated with target audience’s brains”.  So, what are these theories about? Let me provide you with their brief overview below.
How About Hitting The Bull’s-Eye?
Well, the first secret disclosed by Kelsey Libert is named“synaptic play”. This is the way to stir your readers’ creativity and bring them great satisfaction by presenting something they are very passionate about.
For example, this effect could be achieved when combining together two different, yet trending things. To do it right, the author advises to switch to Google Trends to be all the rage and then choose “unusual bright wrappers” being the most suitable for your web content. The main point is to apply non-traditional methods of introducing the content, which must appeal to your audience, otherwise your efforts will be wasted.
Another prompt given by the author is to tempt your target audience to learn more by suggesting unfamiliar content, i.e.:
“When the brain discovers a novel idea, it releases a reward (dopamine) that inspires us to go exploring for more”
If you choose this strategy, then make use of your web analytics, survey tools, uncommon medium to get exactly what your readers look for.
Information gap theory also belongs to the list provided by Ms. Libert as the one able to make people interested in your web content. This strategy is built upon natural human behavior, i.e. if a person realizes that there is a gap between what he/she knows now and what already has become known to others, he/she will be eager to find out as much as possible to fill in this gap. Thereby, the author suggests a number of actions to be taken, namely:
- Creating several catchy headlines and choosing the one matching the interests of your target audience best of all;
- “placing knowledge gaps at each page-fold to ensure your audience continues reading through the entire piece.” 
Apart from the theories described above, there is one more important nuance (named as “emotional information gap” ) to be taken into account. That is, when you do your best to hook the readers’ attention by using rather curious headlines, it’s strongly recommended to build all other content in the same “catchy” manner. To accomplish this mission successfully, you simply need to keep on asking yourself why your readers want to know an answer and do everything possible to make them share your post.
Why To Take Care Of Emotions?
In conclusion, the author provides results of scientific studies clearly demonstrating the importance of emotional aspects in content marketing. Besides, the most widespread emotions were as follows: “amusement, interest, surprise, happiness, delight, etc.” . By the way, no negative emotions were found in the lists, which proves that only positive emotions may “win the race”!
Generally, the post in question looks very convincing thanks to theory described in simple and understandable language as well as a number of well-grounded practical examples proving that content marketers should master psychology to create effective marketing strategy.
So, let’s keep on improving our knowledge and skills all the time, since “learning is a treasure that will follow its owner everywhere” as Chinese proverb says.
P.S.: Please, share your opinion regarding the value of psychological aspects in online marketing in the comments below.
1. with regard to the review of the article “This Is Your Brain on Viral Content: What Psychology Says You’ll Click On” by Kelsey Libert: http://blog.hubspot.com/marketing/viral-content-psychology