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

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. @basvandenbeld

3. @basvandenbeld

4. I can’t choose between the different
backpacks

5. @basvandenbeld
I would buy if things would make
sense

6. @basvandenbeld
Like most people I happily pay more if the
perception of what I’m getting is that it’s good

7. @basvandenbeld

8. @basvandenbeld
But most of the time it doesn’t make
sense

9. @basvandenbeld
But most of
the time it
doesn’t
make sense

10. @basvandenbeld
The same happens online

11. The problem of choice
@basvandenbeld

12. @basvandenbeld

13. @basvandenbeld

14. @basvandenbeld
More choices don’t always lead to
more sales

15. @basvandenbeld

16. @basvandenbeld

17. @basvandenbeld
Attention is a currency

18. @basvandenbeld
What we all want is…

19. @basvandenbeld

20. @basvandenbeld
Most purchasing decisions have both
conscious and non-conscious components

21. @basvandenbeld
We need to get into people’s brains

22. @basvandenbeld
Understand who you are targeting

23. The psychology behind successful
content
@basvandenbeld

24. @basvandenbeld
We decide because of memories, past experiences,
and learned associations

25. Know the motivation of your audience,
initial motivation is critically important

26. @basvandenbeld
You need to work with the customer’s
needs and desires

27. @basvandenbeld
People warm to you very quickly if you open
your eyes, ears, and heart to their culture

28. @basvandenbeld

29. @basvandenbeld
The more personal, the better

30. @basvandenbeldhttp://answerthepublic.com/

31. @basvandenbeld

32. @basvandenbeld
Context means everything

33. @basvandenbeld

34. Understand perspective

35. @basvandenbeld

36. @basvandenbeld

37. @basvandenbeld

38. @basvandenbeld

39. Find shared values with your audience

40. @basvandenbeld
Find a common enemy

41. @basvandenbeld

42. @basvandenbeld

43. Create something people can’t resist

44. @basvandenbeld
We don’t want to lose, or miss out

45. @basvandenbeld

46. Guide people

47. @basvandenbeld
People fill in the gaps

48. @basvandenbeld
Kanisza Triangle

49. @basvandenbeld

50. @basvandenbeld

51. @basvandenbeld

52. @basvandenbeld

53. @basvandenbeld
People want to recognise themselves

54. @basvandenbeld

55. @basvandenbeld

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