How People Learn from Internet, The Definitive Truth about Content Marketing

How People Learn from Internet,  The Definitive Truth about Content Marketing


 
Content marketing, which is who to thank if the internet is a place always a bit more useful.

I’m always academically interested of how humans, subjected to different external stimuli, interacted with them, what were the reactions in neurological terms that they caused and how these stimuli could be managed to arouse certain specific emotions.
When it comes to the Internet, the content should be understood as anything that is on the screen, but this time we wanted to concentrate on a very specific area known as content marketing defined as the set of contents that, deepening a given topic , exploiting the information disclosed so that they create interest around the subject and virality for the page/domain, especially thanks to the usefulness contained into them. To better understand all that we have said is usually summed up in phrases like “I read an interesting article on the internet”
The content marketing is an effective tool both for the brand reputation of a company that a great springboard to the product, but this will not be an article about technical content marketing, if you want to deepen the ‘specific topic i suggest to visit the excellent contentmarketinginstitute.com of Joe Pulizzi
Our analysis wants to highlight how, emotionally / neurologically speaking, different types of readers react in different ways when the mode to propose the information changes, and understand which is the more effective way for propose their own contents based on the type of targets and the desired result you want to achieve.
 

Related Post: 10 Neuromarketing Tactics for Your Business you Need to Know [Quick Tips]

 

How we decided to dissect the Content Marketing Theory

Well, at this point we decided it’s time to see to an interested and a listless audience the same content in different forms and in particular we have considered three styles for offer all of it:

  • Linear content (as this post)
  • Slide content
  • Video content

For our analysis were involved persons of both sexes aged between 20 and 50 years with a marked interest in the technology, food, body care and travel, and have been proposed content of their interest and not, in the various categories and styles, by measuring and analyzing what were the various neural/biological responses and how they interacted with what was being proposed, the results will surely leave you surprised.

Note: Probably many of you will be wondering why we proposed certain kind of contents to people interested in anything, but this was done on purpose because in the digital world (especially) our contents are scattered and to optimize what in SEO terms is defined as Bounce Rate, is important to know how people just interested in a particular topic interact better with different kind of proposal. My old marketing professor said “If you fit into my target, you have to be mine!” 🙂
 

Related Post: How Consumer Decision Making Process Works [Case History]

 

Classic Content marketing, onepage style

We considered for this experiment some of the major sites of the sector, where the content marketing was carried out correctly, both in terms of emotional involvement that under a technical aspect.
This is what happens, for example, when we talk about food through a onepage text post to a both sex audience (aged approximately between 20 and 50 years) interested in the topic, or that express an immediate need of information about it, and people who do not care about it (that happen on post casually or for curiosity):
 
FOOD (http://communitytable.parade.com)

-Page visited by people interested in the topic
Content marketing experiment about food interest

-Page visited by people NOT interested in the topic
Content marketing experiment about food not-interest
 
TECH (http://techcrunch.com)

-Page visited by people interested in the topic
Content marketing experiment about tech interest

-Page visited by people NOT interested in the topic
Content marketing experiment about tech not-interest
 
BEAUTY (http://www.beautifulmakeupsearch.com)

-Page visited by people interested in the topic
Content marketing experiment about tech interest

-Page visited by people NOT interested in the topic
Content marketing experiment about tech not-interest
 
Ok, the first thing that catches the eye is that, as could be easy to imagine, people not interested in the subject tend to pay little attention to textual content focusing more on the pictures and scrolling the page quickly, but the most interesting factor of this first analysis is that internal links are most used by disinterested visitors rather than involved ones; it is like a “second chanche” to the portal, and that’s why one of the best recommendations when it comes to content marketing is just to put many and visible internal-links to other sessions / posts within the site, this is not only a good SEO practice, but an excellent strategy to lower bouncerate of website and provide better usability of all the contents.
At this regard, many people mistakenly think that this results in a scattering of visitors within the website, creating a sort of continuous rebound from one page to another without bringing real results in terms of conversions. The reality is different, our analysis has shown that people really interested in the topic are absolutely strict in evaluating the content they are read, making a conversion action in case of fulfillment or leaving the page if not consider what they are reading satisfactory, regardless of the internal links presence or not, while those less interested , before leaving the page tend to make another visit by hyperlinking anchors within the article, thus generating traffic and possible interest rather than a immediate abandonment of the website.

For your information I enter recordings related to eye movements made by interested users and then disinterested ones. As you can see immediately uninterested users tend to jump from one area of the page to the other very fast, mainly on images and connection elements (links).

Another interesting aspect of this type of content is that, for both types of visitors analyzed (interested or not) “first look” basically to assess whether what is shown actually to be considered, according to their own internal evaluation systems, interesting or less alights on the front lines (average of the first three quarters) and then through the use of a fast scroll to the affected content from the first places “recall” of attention (a picture, a title, a sentence or word in bold, etc. etc.), recording in EEG tests the largest concentration peak computing rational and later the unconscious processing linked to the decision to continue or stop reading.
So be careful, in this type of blogs style, more than ever, the rule of love at first sight win.
 

How can Your Website affect consumers behavior


 

A variation on the classic style, the content marketing and slide posts

Despite being a type of purely textual content marketing, display content in a slide style implies a completely different type of neurological response from the visitor:
 
Content marketing and EEG result in a dBRO test

As you can see from one of the most distinctive EEG recorded track (represents the average of neural responses of people involved) this type of content management is of little impact for people interested and absolutely not attractive for disinterested ones.
Our analysis has exposed how, in this case, the only alternative is considered the “Next” button and, at the opposite of the previous case, the internal links are not hardly any consideration by not interested visitors (let alone the next button), while visitors more involved tend to make the choice to use them.
This behavior has been the most curious and what made us use many resources to understand why.
Apparently, as was evidenced by our neurological investigations and in-depth interviews, it appears that this behavior derives more than the need to “learn more”, from the instinct to seek a well-known-shape in the post style.
Practically everyone involved seemed not recognize as “standard” architecture this type of view, and according to the rule of least cereblare effort, most struggled to put into practice the usual behavior pattern.
It is therefore shown that, in many cases, valuable content formatted in this way were abandoned in favor of often less useful contents but that represent more the idea of one-page style.
Despite of a good user interface this style of content has a low user expeience value.

 

The content marketing of suffered stimuli, video blogs

And finally here we are to one of most discussed and studied content-marketing types: video contents!
In fact our research set out from a fine article of Liraz Margalit read some time ago on Entrepreneur titled Did Video Kill Text Content Marketing?.
The two big “challengers” seem to be classic textual content marketing and pure video content marketing .
Let’s see in detail how our visitors reacted to the viewing of videos that were interested or not:

 

As is know, and as confirmed by our analysis, viewing a video is an activity that is “suffered” from the brain, it is put into operation mechanisms of passive attention, we suffer the content because, unlike reading, our brain don’t rebuilt an internal visual of what we’re working on.
This, in relation to the effectiveness of our content marketing campaign may have positive implications and negative aspects.
The first are basically referring to the brain processing of visual / auditory stimuli and management of memory; using the video channel for our communication we can, if played skillfully on aspects such as those related to the colors, placement of objects, metaphors, unconscious representations etc. etc., creating a powerful tool tied mainly to the fast decision making process and long-term brand/product association, but use alone can be a double edged sword.
As mentioned above videos works well mainly in the offline world; regarding our research about digital content marketing strategies, there was evidence that, as far as the pure video, the involvement is almost complete related to interested visitors (the videos are usually seen until the end with very high percentage of attention), while the use of scroll bar by less interested appeared to be very popular before leaving the page, like to say “let’s see if it then becomes interesting“.
In both cases, however, the video content marketing is a tool that takes the visitor to the deepening of the subject, and not a useful channel for increase conversion rate, in fact, among the many videos analyzed, any call to action included at the end of the video led more interactions for the “Read more” link than connect to a “classic” content marketing pages where it was inserted the “Buy Now” call or to the specific product page.
The video content marketing is a great technique of digital communication and if done well brings the entire content marketing strategy a great advantage, but if by itself works well as TV commercials, in the digital world works well as a means of generating interest towards the product, which must be supported by strong policies of “traditional” content marketing.
 

Related Post: Beyond Customer Experience, How Memories Manage Business Success

 

Conclusion

Well, we made a trip to one of the most colorful islands of the wonderful digital communication world and here briefly summarizing what has emerged:
 

-Onepage text content type

 

Engagement

Conscious-elaboration

Unconscious-effectiveness

Conversions-trend

 

-Slider text content type

 

Engagement

Conscious-elaboration

Unconscious-effectiveness

Conversions-trend

 

-Pure video content type

 

Engagement

Conscious-elaboration

Unconscious-effectiveness

Conversions-trend

 
Finally there isn’t a way for publishing content that can be defined absolutely better than another, except for the slide mode that suggest you avoid for now, the important thing is to keep in mind the strengths and weaknesses of each individual mode and. … use them together.
If in internet enviroment Text, video and images works well alone, mixed together they are winner; always consider what your target really need, and after reading this article considered also how it behaves then mix all together and create your own successful recipe.
I realize that the argument is huge and for obvious reasons I could not detail every single technique / strategy / action taken in relation to our research, but I will be very glad to answer any your comment about.
 

How can Your Website affect consumers behavior

Alessandro Malzanini

Alessandro Malzanini

Neuromarketing at Sloop1.com
One of the founders of the sloop1.com project. Author of the bestseller "Be Brave But do not be Stupid", marketing and neuroscience its fields of specialization.
Alessandro Malzanini