Goodbye vanity metrics, hello mindshare: How to get readers to sit up and pay attention

We are bombarded every day with ads, content and various other communications, which means that businesses around the world are working overtime to make their mark in the content.

About 25% of marketing costs are now allocated to content, indicating that marketers have great confidence in its ROI. However, they can lose sight of what is really important.

Unlike Mindshare, traditional measurement metrics – clicks, openings, downloads – give us a distorted picture of how readers interact with our content. In this context of superficial measurement, many businesses fall into the trap of “just do more”, which translates into more content, more blogs and more articles.

But this is the bottom race.

The whole point of producing content is to value the reader, to educate them and to help in some way. Clicks, openings and downloads do not tell us if we have achieved this goal, but how much quality time the reader spends using our content.

How Mindshare differs from traditional measurement metrics

Traditional measurements often lack any kind of meaning. It is based entirely on measuring a person’s interest in a piece of content or guessing their reaction to it. For example, a click-through rate does not necessarily indicate a user’s engagement with a piece of content, as it does not provide any visibility as to whether the messages actually resonated with the reader.

Furthermore, if we look at social media engagement, which is considered a golden standard of measurement because it requires positive action by users, such as clicking on ‘Like’, we will see that this is not far from the simple technique used to measure clicks. . – By rates. It also makes no sense as to whether the brand is capable of securing Mindshare in the end-user. Think about it: How many times have you double-tapped a photo on Instagram without actually taking the content?

When businesses measure the wrong metrics, it starts to affect their wallets. For example, when it comes to brand awareness campaigns, focusing on inaccurate measurements can lead you to invest in inaccurate content and campaigns, which ultimately devalues ​​the notion of brand marketing when the revenue impact is not as expected.

Likewise, for lead generation campaigns, the false parameters create a lack of understanding around who is actually buying ready and who is not. Companies may see large amounts of leads, but they are seen as low quality and not well received or followed by sales. Again, this undermines the perception of marketing in the business and affects revenue.

This is where MindShare differs from other metrics. For one, it is not so easy to measure, as it depends on the person’s memorable perception of the brand’s com. But this does not mean that we cannot proportionate and optimize the reader’s interest in the piece of content. We measure readers’ time, data retention, and user perceptions of both content and its format. While it requires deep matrix, it does not have to be a difficult process.

We need to easily retrieve our opinions on what data we value. Shallow, inaccurate matrix gone. Instead, we need to consider how people actually pay attention to and remember our brand, how effective our communications and campaigns really are in driving this, and how it affects the resulting Mindshare revenue. The only way we can do this is by scientifically creating and measuring better content that works with our psychology, not the other way around, to gain more attention and memory that users will actually want to read and remember.

Measuring Mindshare to create value

Turtle began as an experiment to see if psychological principles could be successfully applied to online business content and if so, how it would affect the reader.

The result is both evidence of success in practice, as companies look for improved performance and customer experience with standardized, rigorously tested results that demonstrate the benefits of attracting the human brain.

There are three psychological keys that unlock the mindset of business decision makers and their instincts to remember and buy, by extension.

  • Autonomy: We want to have control over our experiences, behaviors and actions, and this is not determined by us.
  • Eligibility: We want to feel that we are developing or improving in some way and that we are receiving positive feedback as a result.
  • Relationship: We want a personal element in our experiences so that we can feel connected to them as a person.

We see these and other metrics and principles of psychology, behavioral science, and behavioral economics as the basis for scientifically superior digital content that unlocks mindshare and other benefits for brands. The secret is to work with our psychology.

Take autonomy, for example. While most of the content presented online is linear, we’ve found that there is value in knowingly presenting content in a non-linear way. These provide readers with choices and options as they read, allowing them to experience autonomy in the way they use the material presented. Think of this content format as a “choose your own adventure” book that allows you to pick and choose (and navigate directly) the information you find most interesting.

Then there is merit. Giving readers a simple scrolling page of text is old. Instead, the need for the user to demonstrate a degree of competence in navigating, interacting, making decisions, and using information means that their brains are busy when they are playing with content. In this way, reading becomes an active experience rather than a passive experience, which enhances the retention of information.

In the end, there is a relationship. By allowing content to be personalized by the reader and for them, such as allowing them to input information about them and responding to the content accordingly, we can ensure that readers find it relevant to them. Moreover, if we use specific analytics to measure engagement with content, we can tailor future content to reflect education about their audience. All of this creates an environment where readers feel like brands are talking to them directly, without the need to write content aimed at specific readers.

By applying these psychological principles to their content strategies, brands can ensure that their marketing communications are read by the people who matter most. Noise is hard to remove, but by capturing the human brain, brands can move in the direction of leaving their audience with a lasting impression.

Nick Mason is the CEO and founder of Turtle,


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