Why do we like to read some things, but find others tedious and boring? The answer lies in the self-determination theory. According to this psychological concept, there are three things present in everything we enjoy doing, and reading: autonomy, competence, and connection. Tick these three off in your content and expect to make your reader’s brain happy. We wrote a blog post on how to include them in the day-to-day content you produce - you can find it here.