Apply Cognitive Neuroscience For Better Content Marketing
Given the massive energy and oxygen demands of human brains (consuming 25% of our oxygen and 20% of our energy), they’re built to optimize for efficiency: to get the most done with the least amount of effort. Or at least yours is—mine’s built for laziness.
This is why we use heuristics, discount future rewards over immediate gratification, and slip into counterproductive habits; because it’s easier than consciously thinking things through.
George Stenitzer at the Content Marketing Institute discusses cognitive neuroscientist Dr. Carmen Simon’s new book, Impossible to Ignore–Creating Memorable Content to Influence Decisions, and how it unlocks secrets of our lazy brains for marketers. Stenitzer writes:
Recognizing that your audiences (like all of us) have “lazy brains” is an important revelation to understand as you create and implement your content marketing strategy. You have to appreciate the trip from prospect to buyer, going from Point A to Point B is not a direct line. And to ensure that you are part of the prospects’ trip through Point B, you must focus on their future intentions.
To effectively plan for a prospect’s journey through the funnel requires a documented content strategy—such as The Content Marketing Pyramid, which explains in detail how to do more with less. To understand more of Simon’s insights about how to market to the lazy brain, read the rest of Stenitzer’s article via the link below.
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