Karla Rivershaw, head of marketing, Turtl
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Content and marketing
1. Content
Psychology 101
What goes on in the heads
of our readers?
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2. The online reading conundrum
Most people prefer reading from a printed page yet
studies show there is no obvious functional reason for this
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3. In search of answers
Can psychology help us improve the effectiveness of our online communications?
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4. 1. The value
of pictures
How imagery speaks to our primitive brain
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5. Cave paintings
โข 40,000 years old
โข Non-realtime communication
โข Convey vital information
โข Present a distinct survival advantage
โข Beginnings of visual content
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6. Ideograms
โข 7,000 years ago
โข Easier to read and write
โข Still based on real, visual concepts
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7. The alphabet
โข 4,000 years ago
โข We repurpose ancient neural networks
โข The pictures are gone. Except they're not.
โข Our brain craves pictures to aid understanding
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8. As a result of our evolution
โข Vision accounts for 2/3 of electrical activity in the brain
โข Half of all neural tissue deals with vision in some way
โข Estimates are that up to 90% of our brain power is spent on visual activity
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9. Numbers don't lie
โข 10% retention becomes 65% with images
โข Content with visuals is 43% better at persuading
โข Even lawyers are not immune
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12. The content marketing status quo
โข One image per page if we're lucky
โข Endless pages of unbroken, scrolling text
โข Not visually persuasive
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13. In summary
โข We are wired for visual communication
โข It's a very persuasive communication type
โข It can improve our content performance
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14. 2. The power of layouts
Looking beyond the words themselves
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15. Layouts are our maps
And we use it to navigate and remember information
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16. Pages offer real topography
Pages, columns, images, pull-out boxes all act as anchors
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17. Running out of memory
Chunking helps us avoid feeling overwhelmed
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18. Is this surprising?
โข Research confirms that spatial layout clues improve cognition and retention
โข Layout helps us build a "better sense of the text" Severinson Eklundh (1992)
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19. In summary
โข We use physical recognition circuits to read
โข Layout plays a large role in the reading process
โข It drives cognition, retention and enjoyment
โข But we still create long pages of scrolling text
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20. 3. The joy of interaction
Shifting the brain from passive to active and "bringing a smile to the mind"
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22. Intrinsic goal framing
โข Deeper engagement
โข Better retention of information
โข Higher persistence
[Deci, Lens and Vansteenkiste, 2006]
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24. Share a Coke with...
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26. The status quo
โข Passive, scrolling PDFs
โข Passive, scrolling webpages
โข Interaction and engagement is very limited
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27. In summary
โข Intrinsic motivations are extremely powerful
โข Interactive content can improve performance
โข Established principles show how to create intrinsic motivation
โข Despite this, we create more and more PDFs to the point
where there over 2.5 trillion in circulation
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28. โThe Medium is
the Messageโ
[Marshall McLuhan, 1964]
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29. Are we missing the
mother of all tricks?
โข We focus our resources on the message
โข We neglect the medium
โข We miss half of the equation
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30. Psychology in action
MindMind - Workplace Wellbeing Index: 147 leads and 800 reads from just 3 social media posts, linking ROI
to social activity for first time
Plastic OcPlastic Oceeans UKans UK - Bouncerate reduced to 10%, 200 signups from one piece of content, average read
time 6 mins, content helped attract more funding
"We presented our information in a really engaging, interactive way which is much more appealing than
our usual PDFs...[and] it makes people want to read more."
Hannah Dennett, Communications Manager, Mind
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31. In summary
1. Visual information plays a vital role in
the effectiveness of our communications
2. Layout is far more important for
reading effectiveness than we might think
3. Interaction is a fantastic opportunity to
drive engagement, cognition, persistence
and enjoyment for our readers
4. Huge benefits can be gained by
spending more time on the medium
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Thanks for listening
Content psychology
101
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