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Bas van den Beld - The Psychology Behind The Content - Brighton SEO 2016

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Presentation by Bas van den Beld at Brighton SEO 2016 about the psychology behind content.

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Bas van den Beld - The Psychology Behind The Content - Brighton SEO 2016

  1. 1. @basvandenbeld Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com The Psychology Behind The Content @basvandenbeld Speaking, Consulting, 
 Publishing, Training Brighton SEO, 2016
  2. 2. @basvandenbeld
  3. 3. @basvandenbeld
  4. 4. I can’t choose between the different backpacks
  5. 5. @basvandenbeld I would buy if things would make sense
  6. 6. @basvandenbeld Like most people I happily pay more if the perception of what I’m getting is that it’s good
  7. 7. @basvandenbeld
  8. 8. @basvandenbeld But most of the time it doesn’t make sense
  9. 9. @basvandenbeld But most of the time it doesn’t make sense
  10. 10. @basvandenbeld The same happens online
  11. 11. The problem of choice @basvandenbeld
  12. 12. @basvandenbeld
  13. 13. @basvandenbeld
  14. 14. @basvandenbeld More choices don’t always lead to more sales
  15. 15. @basvandenbeld
  16. 16. @basvandenbeld
  17. 17. @basvandenbeld Attention is a currency
  18. 18. @basvandenbeld What we all want is…
  19. 19. @basvandenbeld
  20. 20. @basvandenbeld Most purchasing decisions have both conscious and non-conscious components
  21. 21. @basvandenbeld We need to get into people’s brains
  22. 22. @basvandenbeld Understand who you are targeting
  23. 23. The psychology behind successful content @basvandenbeld
  24. 24. @basvandenbeld We decide because of memories, past experiences, and learned associations
  25. 25. Know the motivation of your audience, initial motivation is critically important
  26. 26. @basvandenbeld You need to work with the customer’s needs and desires
  27. 27. @basvandenbeld People warm to you very quickly if you open your eyes, ears, and heart to their culture
  28. 28. @basvandenbeld
  29. 29. @basvandenbeld The more personal, the better
  30. 30. @basvandenbeldhttp://answerthepublic.com/
  31. 31. @basvandenbeld
  32. 32. @basvandenbeld Context means everything
  33. 33. @basvandenbeld
  34. 34. Understand perspective
  35. 35. @basvandenbeld
  36. 36. @basvandenbeld
  37. 37. @basvandenbeld
  38. 38. @basvandenbeld
  39. 39. Find shared values with your audience
  40. 40. @basvandenbeld Find a common enemy
  41. 41. @basvandenbeld
  42. 42. @basvandenbeld
  43. 43. Create something people can’t resist
  44. 44. @basvandenbeld We don’t want to lose, or miss out
  45. 45. @basvandenbeld
  46. 46. Guide people
  47. 47. @basvandenbeld People fill in the gaps
  48. 48. @basvandenbeld Kanisza Triangle
  49. 49. @basvandenbeld
  50. 50. @basvandenbeld
  51. 51. @basvandenbeld
  52. 52. @basvandenbeld
  53. 53. @basvandenbeld People want to recognise themselves
  54. 54. @basvandenbeld
  55. 55. @basvandenbeld
  56. 56. @basvandenbeld I tweet, share, and write about this stuff. 
 Get regular updates by subscribing here: http://std.al/joinstod Have Bas speak or train at your even or company consult? Get in touch! Bas van den Beld
 www.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital 
 @basvandenbeld Bas teaches a public speaking course: http://std.al/speakbas

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