How to Use Psychology to Improve Content Quality with Camela Thompson, Ep #101

How to Use Psychology to Improve Content Quality with Camela Thompson, Ep #101

Kayla Graham

Camela Thompson is the VP of Marketing at CaliberMind. She’s spent 15 years in revenue operations before proving herself as a customer-first growth marketer. She’s passionate about helping ops professionals accelerate their careers. In this episode of The Content Callout, we had a great conversation about using data to improve your content strategy and how to use psychology to improve content quality. Don’t miss it!

Outline of This Episode

  • [1:11] Camela’s 3 rapid-fire tips for listeners
  • [1:43] Using data to improve content strategy
  • [5:08] Forget “features”—get to the pain point
  • [8:30] How to use psychology to improve content quality
  • [11:15] The idea of nonviolent communication
  • [13:13] Learn about Camela’s Revenue Marketing Report Podcast
  • [14:06] The importance of a social presence online

Stop spewing “feature” information and get to the pain point

Every B2B marketer has probably made the mistake of spewing “feature” information. But you can’t forget that you’re selling to humans who are emotional buyers. You have to understand the need—and the emotion associated with the need—and build your content structure around that.

You aren’t selling to an IT department. You’re selling to “Fred,” who is missing out on time with his family because he’s on call 24/7 because his stuff keeps breaking. When you know pain points like that, you can leverage them in a conversation.

But how do you find the pain point? Sit in on sales calls. Sit with customers and ask questions. Then, record the conversations. Listen to hear how they talk about things and the vocabulary they use. SEO strategy is based on learning how your customer talks about products. And you can’t do that without speaking to them.

It doesn’t have to be a huge time commitment. Use the knowledge you gain to make sure your copy reflects your customer’s feelings. It can also help you improve SEO. If you think your product is a customer data platform, but the customer thinks it’s a multi-touch attribution solution, you’re misaligned. You must correct and optimize for that.

Using psychology to improve content quality

Marshall Rosenberg’s book “Nonviolent Communication” is centered around discovering what emotions and drivers push the other person to act or behave the way they do. You’re looking for the people who are interacting with your brand and then discovering why they found you.

How can a marketer leverage this? Let’s say the VP of marketing at a company is looking at your website. He knows that the average tenure in his role is 18 months and he’s under pressure to prove what he’s doing is accurate. He’s heard that multi-touch attribution can help him prove that he’s doing his job. His motivation is job security. His emotions may be insecurity and fear. If you can dial down to what he cares about, it’ll change what you say.

Instead of saying, “I can save your marketing operations person a week out of the month,” you can say, “Customer x went from 20% marketing influence to 80% and was able to prove which campaigns were driving bookings.” That’s a different conversation. It ties into how you can help them with the problem they’re facing.

The idea of nonviolent communication

Nonviolent communication was created to help with negotiations in highly tense situations. Michael Rosenberg found that the words people use can be accusatory and violent, creating an emotional response before a conversation has even started.

If you can step back, reflect on what someone says, and get down to their needs and emotions, you can say, “I can see where you’re coming from. I would be afraid and angry too; is that where this is coming from?” You have to ask a lot of questions to find out why something is triggering an emotional response and figure out how you can make them feel safe.

Do they care about what you thought was important to them? Or do they care about something completely different? You have to ask questions to see what resonates and continue to drill down to the root cause of the problem they’re trying to solve. That’s how you use psychology to improve content quality.

Camela also shares how to use data to improve content strategy in this episode. Give it a listen to learn more!

Resources & People Mentioned

Connect with Camela Thompson

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