The executive summary
There are a lot of factors behind this unfortunate statistic, but there are two that we’re confident we know how to solve:
1. Difficulty driving prospects to make decisions based on the content they consume
2. Marketers can’t confidently measure engagement and attribute successes to their content
So how can we do that?
The trick to encouraging prospects to make decisions in your favor is understanding the psychology behind how humans engage, consider their options, and make a choice.
By following the principles of behavioral psychology – appealing to emotions and interests, simplifying the journey, and rewarding engagement – you can guide your prospects to the outcomes you want.
Creating content that follows these principles requires a fresh approach for many marketers, too.
Interactive content is far more engaging than traditional static formats, and are therefore much more likely to encourage readers to become qualified leads. These content types, which incorporate videos, polls, quizzes, and more, actively encourage engagement and give you an accurate picture of who’s truly interested in your content and brand.
