• Français
Posted on November 18, 2021
in Content Creation,Strategy

How neuroscience will enhance your content marketing strategies

When it comes to writing articles for your website, what kinds of content are going to create  better traction with potential customers? One way is to understand the neuroscience behind how consumers make buying decisions.

Our emotions drive us more than we think when it comes to making a purchase. Whether it’s a life-altering one like a new home or an indulgence like an extravagant pair of shoes, science and psychology can help explain all kinds of buying decisions.

How does neuroscience play into how we shop?

Research shows that we buy based on emotions, and then try to justify our choices with logic.

According to Harvard Business School professor Gerald Zaltman, 95% of our purchase decisions take place unconsciously. It is the unconscious process that drives purchasing behaviours and decision-making in general.

Our unconscious or emotional mind is capable of processing millions of bits of data based on our own experiences. That process is continuous, and we never feel overwhelmed sorting out this information.

In contrast, our conscious mind can only juggle or remember three to four new pieces of information at a time. Using facts and logic, the conscious mind is responsible for validating the decisions that our emotional mind has made.

Therefore, as marketers, it is important that we develop content that speaks to the unconscious mind by selling a feeling or by recreating the life moment that buying a product can achieve.

If, for example, you are writing an awareness article for a company that makes kitchen countertops, the emotional connection could be the desire to entertain friends in a newly renovated kitchen. The copy text and photos would feature a beautiful entertaining island where everyone is gathered for conversation, food and wine.

But as the neuroscience reminds us, don’t forget to provide the supporting information and logic behind the purchase — the quality, the durability and the sustainability of the product, so the audience’s right side of the brain believes there is a good reason for making the purchase. This content strategy will generate higher conversion rates, as it addresses the emotional side of the brain while uniting it with the logical side of the brain, ensuring a positive purchase experience.

Share on facebook
Share on twitter
Share on linkedin
Content Creation Strategy

Improve your writing by using trusted sources

4 January 2023

Despite what some might say, facts matter. If you inadvertently publish inaccurate information, it may tarnish your reputation as a reliable resource. Which is why

Read More »

6 ways to improve your content marketing strategy in 2023

9 December 2022

You know you need to communicate with your audience. But do you know sure ways for how to reach them? See our proposed tips below

Read More »

How to improve your writing – don’t believe the myth of multitasking

30 October 2022

In our culture, the ability to multitask is often worn as a badge of honour. Picture the heroic manager who can lead a virtual meeting

Read More »

LIKE WHAT YOU'RE READING?
SUBSCRIBE TO #CONTENTTALKS NEWSLETTER.

Want to learn more about how we can guarantee results for you content?

GET IN TOUCH

CORPORATE OFFICE

TORONTO

920 Yonge St., Suite 509
Toronto, ON M4W 3C7
e. info@fifthstory.com
t. 416.599.9900

OTTAWA

613.241.9900

REST OF CANADA

1.888.855.6397

Agency5s, Fifth Story, News Canada, L'edition Nouvelles and News North America are either registered trademarks or trademarks of News Canada Inc.

All rights reserved. | Privacy Policy | Accessibility

Facebook-f Instagram Linkedin-in Twitter

Agency5s, Fifth Story, News Canada, L'edition Nouvelles and News North America are either registered trademarks or trademarks of News Canada Inc.

All rights reserved. | Privacy Policy | Accessibility

Visit our creative solutions agencyAgency 5sVisitez notre agence de solutions créatives

  • home
  • Capabilities
  • Work
  • Blog
  • MRP
  • Contact
  • English
    • Français
Menu
  • home
  • Capabilities
  • Work
  • Blog
  • MRP
  • Contact
  • English
    • Français