通过莱斯利沃斯发表2020年7月29日 EST读取时间:9min

You May be Undermining Your Content Marketing

Content marketers know the power of cognitive biases – how these systematic and unconscious errors in mental processing significantly influence people’s decisions. We’ve long used them to our advantage and relied on biases to persuade and convert target audiences.

仅举几例:

  • Bandwagon effect makes testimonials work.
  • 可用性启发式解释了c的力量ase studies and brand storytelling.
  • 在组偏袒规则在社会营销中称雄。

随着有关200点确定认知偏差, it seems we operate in the relatively uncharted territory of beneficial marketing opportunities through customer psychology.

该re’s just one problem.

我们不思考如何我们的biases can be a disadvantage. Like85% of surveyed U.S. residents, we believe we are less biased than the average person. Duh, it’s not so.

内容营销不认为我们的无意识的偏见怎么可能是一个缺点,说通过@CMIContent @LesleyVos。Click To Tweet

但是,内容营销可以成为真正的较少偏见,如果他们:

  • 是铭记认知偏差
  • 记得最棘手的偏见是阻碍创造力and influence strategic decisions
  • Make conscious efforts to mitigate biases when working on内容策略and plans

那么,什么是内容营销最有害的认知偏差,我们能做些什么来对付他们?

Let’s explore some of the most prominent cognitive biases as they fit into four groups.

4 groups of cognitive biases

介绍了20世纪70年代by Amos Tversky and Daniel Kahneman, the cognitive bias concept explained the irrational nature of people’s reasoning, evaluating, and decisions. In 2002, Kahneman won the Nobel Prize in Economic Sciences for that study, opening the field we all know as behavioral economics.

Cognitive biases are unconscious. They are mental models hardwired into brains, so they can’t be 100% avertible. They are what make people think and act irrationally despite rational arguments at hand.

认知偏见让人觉得,尽管理性的论据非理性行为,通过说@CMIContent @LesleyVos。Click To Tweet

点击放大

该biases fall into four groups:

  1. 过多的信息
  2. 没有足够的意义
  3. 我应该还记得吗?
  4. 需要迅速采取行动

他们防止过度疲劳大脑。是,我们的mind is lazy和进化是难辞其咎。

2009年,由于认知偏差的洞察力,营销学会理解,涉及到,并用不同的沟通customer types。但各组的几个偏见会影响我们的战略决策也阻碍或歪曲我们的营销信息给观众。

Let’s be mindful and explore some of them.

太多的信息(第1组)

该human brain stands against new information. We notice changes but don’t like them. (Think about a storm of customer criticism over some website redesign.) But when seen or repeated often, the changes prime to memory – and we start considering that information as a matter of course.

考虑到这一点,营销人员据此建立自己的内容策略:

为了吸引消费者的注意力,使他们注意到一个消息,我们呼吁幽默,消极偏见,或图片优效应in our content.

And yet, some cognitive biases in this group may harm our work as well.

  • Blind-spot bias:We notice flaws (biases) much more in others than in ourselves.
  • Confirmation bias:我们下意识地看,青睐,并记住,证实了我们现有的信念或犯罪嫌疑人的信息。无视证据,似乎驳斥了这些信念,内容营销失去了机会以客观数据和真实的故事脱颖而出。我们需要减轻这种偏见既勇于创新,critical writers,证明我们的观点并在必要时反驳他们。
Confirmation bias hurts #content marketers. We look to, favor, and remember info that confirms our beliefs, says @LesleyVos via @CMIContent.Click To Tweet
  • 区别偏差:While we appeal to this bias in customers, we can forget it when building content marketing strategies. When noticing changes in the field but giving them up for something already primed in memory and confirming our beliefs, we risk missing room to grow.

distinction bias工程退得:在追逐distinctivenessand standing out, we risk prioritizing alternative strategies that would do more harm than good to our content marketing endeavors.

没有足够的意义(第2组)

我会形容这种偏见组作为,感悟“棒与我们知道给什么,世界正在迅速变化,太复杂,理解。”

该se cognitive biases make people project their current mindset onto the past, simplify probabilities and numbers, fill in characteristics from generalities in favor of their group, and join the majority.

对于内容营销,一些偏见这里带来的危险:

  • 定型:我们的大脑自然地把人在盒子里,从它们的特性填充定型and prior histories. When building the content strategy on stereotypes, not only can we fail to resonate with the target audience but we also may offend and alienate them too. Instead, you should:
    • Think outside the box.
    • 与不同的人具有不同的工作经历。
    • 了解在现实生活中的人,所以你可以通过你的内容讲述自己的真实故事。
  • 诅咒的知识:我们有一个主题变得越熟悉,就越难以了解how someone else could not know about it。假设我们的观众知道尽可能多的细节,因为我们做,我们可能失去他们的内容的需求。
  • Survivorship bias:This is a mental error of concentrating on past and selective data and simplifying it for a more comfortable perception, therefore overlooking the real picture because of its lack of visibility.

Let’s say your granny smoked a cigar every day and lived to be 100. The survivorship bias makes you more inclined to believe that it’s OK to smoke, despite tons of scientific evidence to the contrary.

在内容营销,当我们读到获奖的想法或令人兴奋的案例研究,这种偏差可能发生,把他们作为代表性的真理,尽管在事实上,他们更可能的例外规则。

  • 管理局偏差:We tend to trust people or businesses we’ve deemed authoritative. The number of their followers on Twitter, the frequency of their content going viral, their title of CEO, or even operation overalls worn (remember theMilgram experiments?) - 所有这些信号类似,“这个人知道他们在说什么,”对我们的大脑。

案例:您正在阅读这篇文章在CMI,权威和成功的内容营销教育资源你信任,你认为它的内容值得一读。这个时候,你的大脑是正确的。

But when it isn’t, it compels you to make wrong judgments, which can cost you in audience trust and conversion rates. The bare fact that something was published at Forbes, shared by Elon Musk, or由迈伦L.福克斯博士告诉不让它不可否认的。

我应该还记得吗?(组3)

这些偏见是对大脑的恐惧 - “我需要记住很多!”由于大脑是懒惰,不过度劳累,它选择性地记住信息由:

  • Editing and reinforcing some memories after the fact
  • Reducing events and lists to the essential elements
  • Discarding specifics to form generalities

Appealing to this group of cognitive biases in their audience, marketers craft content that gives fast and effective solutions and provides short and concise information. (Isn’t that why step-by-stephow-tos, lists和指南仍然是望穿秋水内容营销战略的一个组成部分?)

But are there any biases in the group for content marketers to look out for themselves? Here are three:

  • Stereotypical bias:这是趋势丢弃具体到形式泛泛而谈。这样做,我们就可能丢失关键细节,这可能是重点或列入我们的内容营销策略。
  • 谷歌的影响:这种偏见大约是存储不同的基础上我们是如何经历了他们的回忆。依托搜索引擎,大脑往往会“忘记”,可以在网上找到,因为我们知道,我们稍后就可以访问它的信息。
  • 列表长度的效果:该brain tends to remember only the small percentage of items from the list, reducing it to the essential elements. Again, it’s about the risk of “forgetting” core information. However, the longer the list, the more items we will remember from it. Worth thinking of when writing to-dos or working oncontent plans, huh?

需要迅速采取行动(第4组)

在当今瞬息万变的世界,人们害怕的信息迷路,并未能跟上所有的发展趋势,更新等了解需要采取行动快生存下去,我们下意识的青睐看起来简单的解决方案,避免不可逆转的决定。

这种偏见是内容营销真正的渔获物。我们呼吁观众的hyperbolic discounting限定在内容一些帧;我们解决零风险偏, providing guarantees; we approach a单元偏置,让简单的选择给消费者,以满足他们完成的看法。

But what we often miss when working is two of our biases:

  • 偏乐观:它相信这种趋势“这不可能发生在我身上。”大脑认为我们在经历的不良事件比其他人的风险较小。类似的是规划谬误在此我们低估了所需的时间和资源,但高估其投资回报率。必威足球我们倾向于认为,一切都会完美地走,不过,平均来说,它从来不会。
  • 奥卡姆的偏见:We favor simple-looking options and complete information over complex, ambiguous options. It’s about the brain’s tendency to assume that the simplest consistent hypothesis is the best. As far as you understand, it’s not so. And trying to hone all the tactics and strategies down to the simplest possible solution can go wrong.

交朋友你今天的认知偏差

重述经典:

  • 该first rule of dealing with cognitive biases is: Remember that you are biased too.
  • 该second rule of dealing with cognitive biases is:ALWAYS REMEMBER您偏置了。

专家们仍然认为它是否可能改变或100%控制人类大脑的这些心智模式。但大多数人认为被铭记关于偏见是一个良好的开端。

该conscious efforts to reflect on our content marketing projects’ judgments before communicating them to the audience can influence the outcome by far. Listening to colleagues, customers, and other audience members will help us challenge biases too, looking at the projects differently.

After all, the others’ blind-spot bias will allow them to see our flaws better than we do.

Get into your mind better by learning how to get into the minds of your customers and advancing your content development education. Join us Aug. 10-12 for ContentTECH Summit. 寄存器today

Cover image by Joseph Kalinowski/Content Marketing Institute

作者:莱斯利沃斯

莱斯利沃斯is the content strategist and blogger atBid4Papers。经常为业务和数字营销的出版物。在爱的话,咖啡和爵士乐。跟着她@LesleyVos

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