How to apply psychology to design and content marketing (and attract audience’s attention)

Introduction

As a content marketer, I have always considered design as the best friend of content. Can better design bring more conversions and content consumption? The simple answer is yes.

In the past, when working on the creation of hubs, blogs, newsletters and content destinations of known international firms, I discovered though that design principles were not as simple and straightforward as I imagined; I realized I was going beyond the boundaries of content marketing, touching a new ‘undiscovered’ domain.

Why do web visitors and content consumers behave the way they do? What can drive readers’ behavior and facilitate content consumption? I realized soon enough that the domain I was investigating was no longer content strategy: it was psychology. Even better, it was psychology applied to content and design with the objective to facilitate and attract visitors’ attention.

Other questions came soon to my mind. How can I apply psychology to content and design? Isn’t persuasion a bad word, or even a dark art? And what does it look like to design without considering users’ psychology? Continue reading “How to apply psychology to design and content marketing (and attract audience’s attention)”

The Global Marketer’s Guide to User-Generated Content

Modern buyers are more educated and connected than ever before—making it increasingly difficult for marketers to capture their attention. As such, the traditional content marketing strategies of the past just won’t cut it anymore. So, what’s a marketer to do? Enter user-generated content.

User-generated content—or UGC—is exactly what it sounds like: content created by users. For brands, users are people who interact with your brand or products in some capacity but aren’t professionally affiliated with your company.

The difference between UGC and more traditional marketing tactics is that UGC relies on your customers to promote your brand, rather than doing it yourself.

Why Are Global Marketers Turning to User-Generated Content?

For global marketers it’s difficult to find one type of content that performs across all demographics, locations, and markets. This is largely due to the fact that each audience has a different set of buying habits, pain points, motivators, and other contributing factors.

The beauty of UGC is that it’s created by the customer for the customer. It naturally transcends the barriers that stand in the way of traditional content types—think language, cultural differences, and more.   Consider these statistics:

  • 41% of consumers only need to see between 1 and 4 pieces of UGC to be influenced to purchase (source) whereas 47% of consumers need to see 3 to 5 pieces of traditional content to even speak with a sales rep (source).
  • UGC is 35% more memorable than any other media and 50% more trusted (source).
  • UGC results in 29% higher web conversions than campaigns or websites without it (source).

Looking for more reasons to jump on the UGC bandwagon? Keep reading.

Continue reading “The Global Marketer’s Guide to User-Generated Content”

Coming soon on CMAB

Coming Soon

Coming soon on Content Marketing Across Borders (title to be finalised):

  • How to Measure Content Marketing Performances
  • The Rise of the Data Scientist and Hybrid Marketer (original post to be published on NewsCred Insight’s blog)
  • How to win visitors applying the psychology of design to content marketing and social media

How to Measure Global Content Marketing Performances: my Slide Deck for #DBS17

Content Performance

Here it is. The deck presented last week at the Digital Branding Summit, October 2017, Barcelona. The full script is coming soon.

Summary:

  • The rise of data scientist and hybrid marketer;
  • How to embrace content marketing to drive measurable business results that impact the bottom line;
  • What to measure and how to gain actionable insights;
  • How to gain a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel.

Featured image by Roman Mager

Global Content Marketing: How to Find the Right Balance Between Central and Local Teams

For a global content marketing strategy to be effective in a large and complex enterprise, central and local teams must find the right balance.

Just deploying a content marketing model across multiple regions will simply not work – even if you’ve successfully tested it in one country. In most regions, like Asia or Europe, for example, where there are dozens of countries and languages, it is unrealistic to expect that global and local teams will work together seamlessly from the beginning. It takes time for them to plan, pilot, iterate, and find the right global to local balance.

In this post, published by NewsCred’s Insight, I’ll discuss how you can find that balance.

Content Metrics: request your topic for my next speech in Barcelona

Metrics

The first week of October I will be attending the Digital Branding Summit 2017 in Barcelona. I’ve been requested to take the event chairman role (request which I gladly accepted) and, in addition, I will present the session ‘Back to Basics: how Content Marketing is driving measurable business success’.

Focus will be on content marketing metrics – what you should measure, what you should not. I will present a table of common KPIs by phase of the buyer journey. I will provide some examples from large businesses and I’ll show what they do measure. I will cover the point of this post by Doug Kessler (‘Why revenue is the wrong marketing metric‘).

What I want to discuss too if it’s always worth to measure content marketing performance; and if not, when it’s not (clear?). Have a quick look at this post from Carla Johnson. Intriguing. The core of the article sits in a few lines:

Numbers only tell part of the story. Most metrics only calculate the things that can be seen…which is why they can be measured. Becoming a slave to analytics means you miss opportunities to be massively creative and learn new things.

So the point I’d love to analyse with the event audience is: when it’s the case to measure? When it’s not? Also: what else do you want me to cover? Feel free to request topics and post questions here or anywhere else on my social channels. Friends in Barcelona: I’ll see you in a couple of weeks. All others: I’ll write a post on it, as a presentation script. And I’ll share my deck, as usual.

Featured photo by Gemma Evans

How to create B2B and B2C Personas and Map Content to the Buyer Journey

(I wrote this article a few months ago for NewsCred’s Insight blog. It resulted as one of the more popular of the last quarter, generating $300K of Marketing Influenced Opportunities. Here is an updated version)

To succeed at content marketing (and marketing, in general), you must understand your audience. Content starts and sustains conversations with customers. But in order to have a meaningful dialogue, you need to know to whom you’re speaking. “Developing buyer personas” is what marketers call the process of figuring that out. 

But I’d argue that developing buyer personas is just one part of the content marketing equation – you need to research how your audience consumes content, as well.

Let me put it this way: developing personas, understanding their buyer journeys, and mapping content to the different stages of the journeys all contribute to content marketing success. You can’t have one without the other.

Let’s analyze each step.

Continue reading “How to create B2B and B2C Personas and Map Content to the Buyer Journey”

The Ultimate Guide to Global Content Marketing for Large Enterprises

Global Content Marketing

I wrote this post less than one year ago. It was November 2016, exactly twelve months after launching a global content marketing program for the IT Business Unit of Schneider Electric.

The same month I presented my experience at NewsCred’s ThinkContent 2016 Conference in London. Today, less than one year later, I have revised and updated the original post, with examples and experiences coming from other companies where I contributed to implement global content marketing programs. I added three paragraphs too (“Definitions”, “Localisation” and “Metrics”), to touch relevant topics that in my view were not properly covered on the original post. The original post was mainly focused on B2B best practices – which is natural if you come, as I did, from 15 years of experience in B2B enterprises. This time it includes B2C examples and considerations. Also, this post partially reflects what I presented at CMWorld 2017, the largest global Content Marketing Conference.

Since last year, my passion for traveling has not changed. In fact, I cannot remember a time in my life when I was not travelling. In a way, it has been a constant whether I was on the road for business or pleasure. My travels have given me a better understanding of the world. But I never knew how much I had to learn until I was tasked to launch a brand new global content marketing program for Schneider Electric. In short: I thought I knew the world, but when you have to develop content for different geographies, well, it feels like you never stepped outside your front door.

My first global content marketing journey started in three years ago, when my team and I began defining Schneider Electric IT Division’s content strategy and the processes that would sustain it. Our goals were twofold: increase leads and marketing opportunities, which were flat and stagnating at that time (marketing opportunities had to count at least for 20% of overall opportunities), and increase brand awareness. After defining our strategy, we spent one full year preparing for the global launch through multiple pilots. We learned an incredible amount from our successes and mistakes. One year later I replicated the same model with global clients once I moved to NewsCred at the beginning of 2017.

What follows is a series of valuable considerations from all these experiences, which should prove helpful to other marketers who are establishing and launching their own global content marketing strategy.

Continue reading “The Ultimate Guide to Global Content Marketing for Large Enterprises”