One of the great concerns of brands, now that they are entering fully into content marketing, is getting consumers to access the content they are generating and read it. After all, content is being created to be read by someone and not simply to wait on the web for someone to stumble upon it. The goal is to get audiences. But passing the filters that make content become something that consumers really want to read is not that simple and brands have used many and varied techniques to achieve positioning. One of the usual resources is to make use of the so-called click-baiting, those very striking headlines that Internet users cannot resist and on which they end up clicking. The problem with using these techniques is that they are the same ones used by the media with not the best public image and also that they often generate frustration in consumers, since click-baiting starts from creating an attractive hook but not necessarily it will be waiting for the consumer once they click on the content. However, there are much more effective and possibly more subtle ways to engage consumers in what they see and make messages stick in their memory. Neuroscience can be used for this.

Studying how the brain of users and consumers responds to content and how it captures their attention is a key to creating content that is more attractive and, above all, that works better when building a more powerful brand memory. Some constructions are able to surprise consumers to a greater degree and also to capture their attention in a much more memorable way. Not surprisingly, these constructs are not all that novel: many of them have been used successfully by the media over the  Belize phone number list  decades – before it was even possible to measure how the brains of their receptors were responding to them. Thus, one of the clearest tools to capture the consumer’s attention and make the message sink in the brain is to use known constructions with variations on what the consumer knows. Modifying the content slightly will have an effect on the consumer’s brain, as explained in Neurosciencemarketing.

It is a matter of habit and surprise. The receiver perceives what is being said and guesses how the message will continue. For example, if the reader begins to read ‘to bread, bread’, his brain will subconsciously add ‘to wine, wine’. But the prediction is broken if instead of finding what was expected, it was found for example ‘to refreshment, refreshment’. It is not the same as what I expected and it is not the same as what is known, so the brain kicks in and starts to analyze what is happening and find the difference. This whole process also makes the receiver remember the message much better. As researchers from University College London discovered, every time it breaks with what was expected, every time the patterns are not met, the hippocampus reacts. The message is detected, analyzed and pushes the consumer to reflect on it.

In this way, the content achieves better effects than if click-baiting had been used to make consumers access the content. Instead of generating promises that have not been kept, and therefore frustrating consumers, a claim has been created that appeals to the consumer’s own brain and seduces him in a way that also remains in his memories of him. But neuroscience not only allows us to understand why some contents achieve consumer attention to a greater extent than others, but it also allows us to understand the reasons that, once read, some contents achieve much more success than others. What is it that makes consumers share some content and not others with their friends and acquaintances? Studying the brain also has an answer for this.

As neuroscience studies have shown, users share content with others to feel that it is useful to their friends and acquaintances. A UCLA study actually focused on looking at which parts of the brain were the ones that came into play when content was shared on social media. The part that lit up in the brains of users when they faced content that they would later share with their friends was the one associated with using it. Consumers want content to generate value, to help them nurture relationships and to help define themselves before others. Therefore, the brain chooses to share only those contents that are really useful in its relationship with others. The Internet user assesses whether the content will be fun, interesting or useful for their contacts and hence their decision to share it or not to share it.

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