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2023 | OriginalPaper | Buchkapitel

8. Designing Effective Content Marketing Posts

verfasst von : Thomas Hörner

Erschienen in: Advertising Impact and Controlling in Content Marketing

Verlag: Springer Fachmedien Wiesbaden

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Abstract

Content marketing articles can be designed in various ways to achieve the greatest possible advertising effect. On the one hand, these is the effective design of good arguments that are processed cognitively by recipients. On the one hand, such good arguments must have an appropriate argument structure, on the other hand they must be carried out relationally matched to the target group. On the other hand, it is often unconscious cues that work through heuristic processes and make content marketing more effective. Examples are the targeted use of bullet points, the use of the mere exposure effect from psychology or the effect of expertise. Again, it is important to consider the relational meaning of such cues for content marketing keepingthe great individual diversity of communication recipients in mind and therefore to design the cues in a variety of ways—for the greatest possible overall effect of content marketing.

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Vorheriges Kapitel Structured Approach for Topic Finding

Nächstes Kapitel Basic Thoughts on Controlling

From a technical HTML/CSS and SEO perspective, this could be, for example, under the H2 heading “Advantages of e-bikes” then an H3 heading “Advantages of e-bikes with strong batteries”.

In ELM research, the terms “strong argument” or “argument quality” are usually used.

The further philosophical question of whether an argument only has an existence in the thinking of a person (and is therefore only relational) or whether an argument is an independent entity that is not dependent on human consciousness, should not be further elaborated here, as it would hardly contribute anything to the actual question of this book and lead to a very fundamental philosophical discussion.

The philosophical discussion of good arguments focuses to a large extent on the question of arguments for the scientific process of cognition and less on advertising persuasion. However, the insights gained there can also be transferred very well, since in both cases it is not a fundamentally different form of argumentation, but only different argument contents.

“An argument is a series of statements with the claim that part of these statements (the premises) support a sentence of the series (the conclusion) in the sense that it is rational to hold the conclusion to be true if the premises are true” (Beckermann 2014, p. 4).

“That leads to the characterization of argument quality as comprised of two separate components, argument strength and argument valence. Argument strength is defined as the audience’s subjective probability that the attitude object is associated with some outcome or consequence. Argument valence is the audience’s evaluation of that consequence” (Areni and Lutz 1988).

It should be mentioned here once again that, from a psychological point of view, neither cognitive processing of arguments nor the effects described below take place, but always both effects take place at the same time. If there is more cognitive activity, only the effect of arguments on the central ELM route is much more important for the overall effect than the effects described here, which then have a more supplementary and supporting effect. However, if a person has only low cognitive activity, these effects become much more important and, if necessary, become primarily responsible for the advertising effect.

However, this remark must not lead to the conclusion that one should simply write a lot of text. If this is done in the style of “a lot written, but little said”, it may be long, but if it is not very informative, it would leave such a bad impression on the people who read it (and process it cognitively) that the actually positive effect of the length would be canceled out or turned into a negative.

For the sake of accuracy, it should be pointed out here that, in contrast to the psychological effect on the peripheral ELM route, it is not the mere number of words that plays the main role in a ranking for search engines, but rather the content-related comprehensiveness and quality (which often results in a higher number of words).

In addition to these psychological, heuristic effects, reference is made here to Chap. 6: Search engines or social media algorithms also react to the number of posts, the scope of the content and the number of reactions. For example, a larger number of posts dealing with the topic of sustainability would automatically result in the respective sender (the company, the brand, etc.) being perceived as more sustainable.

It should be noted that this example does not argue for greenwashing and simply communicating a lot about sustainability in order to create a corresponding (false) impression. Although this would work purely psychologically, it can quickly lead to very negative shitstorms. However, if a company is really committed to sustainability, content marketing can indeed achieve a advertising effect (e.g. on the image) through corresponding activities with the mentioned effect.

Studies show that with enumerations, lists, etc. really often only the first and the last items are read. In addition, 5 to 7 points are more often perceived completely, but lists with more items are often only partially. 10 advantages therefore work better because of their number than only 4—but the 4 would probably also be perceived more consciously.

It should also be noted at this point that the conclusion “a lot of advertising helps a lot” is not wrong, but also has its limits. “It has been shown that the preference [for a brand; note by the author] increases with the increasing number of exposures, but then decreases again” (Olson and Mathias Thjømøe 2003, p. 244). Or said more crudely: You can also overdo it with advertising.

For example, customer reviews would therefore have a stronger effect in marketing if it were communicated that a person giving the review had not bought the product for the first time, but had bought it several times before.

Here you can see very nicely how the choice of words can evoke different associations in many people: probably more positive associations with “organic filters” and more negative associations with “chemical filters”—although both terms mean exactly the same (the same sun protection filters).

It should be noted that such consequences are seriously discussed in medical circles, but they are not finally proven. But this should not be of importance at this point, since this example should only serve to illustrate how content marketing content can be designed more effectively—the goal here is not to discuss sunscreens.

This is not just about real, physical objects, but also, for example, about abstract or other purely cognitive concepts, etc.

The example with sunscreen also shows of course that knowledge is never quite universal: For example, small children may not (yet) have this knowledge, just as people who are biologically better adapted to the sun, e.g. in Africa, or who have never come into contact with the product sunscreen due to their poverty. This may be of importance from a psychological, communication-theoretical or sociological point of view, but it can be neglected here for the time being, since target groups of companies usually have a certain common understanding, e.g. potential sunscreen buyers the aforementioned memory contents.

For the understanding of linguistic communication and its various criteria, reference is made to the helpful book by (Ballstaedt 2019).

Titel: Designing Effective Content Marketing Posts
verfasst von: Thomas Hörner
Verlag: Springer Fachmedien Wiesbaden
Buch: Advertising Impact and Controlling in Content Marketing
Print ISBN: 978-3-658-40550-2

Electronic ISBN: 978-3-658-40551-9

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-658-40551-9_8