Written by: Vickie Sullivan | September 19, 2023
Psychologically Enhanced Content: The Key to 5x Better Brand Perception
Psychologically enhanced content outperformed traditional content by 1006%. You read that right. A study conducted by software company Turtl, Nielsen, and Lumen Research found readers spent significantly more time engaging with content that used key attention-improving principles.
The psychologically enhanced content was designed so readers could take their own journeys through the content, included pieces they could click to navigate through the content, and included video and other interactive features.
“While the traditional version was read by audiences for an average of 16 seconds – barely more than a skim – the enhanced version saw average read times explode to over 175 seconds on laptop and 135 seconds on mobile,” the report states.
Readers said they found the content “friendlier, more compelling, and easier to stay engaged with,” as you would expect.
While the research results are impressive, an even more important takeaway is that while getting attention is nice, it isn’t enough. “Intense engagement” is an outcome that lays the foundation for buying decisions.
Key data point: The psychologically enhanced content created five times more positive brand perception than the “regular” version. This right here is the difference between “oh, that’s nice to know” and getting your content shared.
Listen: Use this Format to Engage Readers
The good news: You can learn how to create content that engages readers and creates a positive brand perception. The resources and information about how to do it is readily available online. So, as you approach Q4, commit to figuring out how to use more psychology in your content. This research shows it is worth the effort.
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