Content Marketing: The Art, Science and Psychology

Wednesday 17th of November 2021

As the mobile industry grows more and more each second, bringing your business online has become a fundamental marketing strategy. Content is the one that drives your online community, so getting it perfect is key to digital marketing growth. 

82% of marketers report actively using content marketing in 2021. Furthermore, 47% of buyers view three to five pieces of content before engaging with a business.

As a marketer and business owner, it’s essential to adapt to the needs of our customers in our current environment and be in line and ahead of consumers, which is why content marketing has become so important. 

However, to maximise your reach and opportunities, it’s best to utilise as many as your business can, or more importantly, what suits your business and overall goals.

What is content marketing? 

It’s the process of planning, creating and delivering valuable content across various types of content marketing, namely being: 

• Email 

• Social Media 

• Websites 

• Blogs

• Paid Advertising

• Podcasting 

• Ebooks

These all fall facilitate inbound and outbound marketing efforts. Now, I’m going to dissect the art, science and psychology of it all.

The Art 

Art is created to capture the visual, auditory and skills of the artist. The art of content marketing is to do precisely that for your brand - communicate your value and skillset to a large audience in a way that can be easily understood.

The art is usually captured through visually appealing, high-quality designed visuals and audios optimised using an appropriate tone of voice and language that your audience would use. 

A great formula to use across your content marketing types is Auntie AIDA

The Science 

Content marketing is the ultimate experiment for business owners. Once the content is delivered, you can track metrics that help you measure the performance of each piece of content through engagement, insights and analytics. 

Tracking your content’s performance will allow you to identify what elements you need to eliminate or focus on, cause let’s face it, not every content idea is going to skyrocket. 

Still, if you consistently test and measure your content, you’ll be able to refine it to reach new heights each time.

For example, Rik Courtney explains how Facebook pixel helps collect valuable data for Facebook and Instagram advertising. 

The Psychology

For your content marketing efforts to be effective, you need to positively impact readers’ lives and tug on their heartstrings. And how does one do that? By making content that is authentic, relevant, consistent and valuable. 

Identifying and putting forward your value proposition is the psychological aspect of your content. If you communicate a message that has value in someone’s life, their chances of interacting with your content are a lot higher. 

Why? Because it has meaning to them. 

There are various psychological methods that marketers use to grab the attention of their target audience. Still, the most effective strategy is truly understanding your target audience as much as possible.

That’s why setting up a buyer persona can help you pinpoint who your audience is, and practising social listening will further your understanding and monitor not just your audience but also your industry and competitors. 

For content marketing to work for anyone, the art, science, and psychology need to be considered through every process. That way, you’ll guarantee that your audience will appreciate and interact with your content, which is the ultimate goal, right?

It’s easy to put content out there, but formulating a strategy that works is an entirely different ball game. It takes time, consideration and consistent practice to find out what content works to market your business effectively.

That’s why we equip business owners, CEO’s and marketers with the right tools and resources to make content marketing practices simple. Book a FREE review to get started today!