Turtl audience engagement study: Turtl + Nielsen + Lumen Research

I’m obsessed with marketing psychology. It’s the most important field of research when it comes to understanding reader behavior. If we’re looking to make the digital reading experience as good as we possibly can, we should turn our attention – literally – to attention psychology. By understanding what captures and holds interest, we can begin building content experiences that don’t disrupt, underwhelm, or lose readers.

If you haven’t come across dentsu, I recommend you familiarize yourself with their Attention Economy reports. What is reliably proved, is that the more time and attention we give an advert, the higher our propensity to buy becomes. The same holds true for all forms of customer engagement.

If we produce content our audience finds interesting, why wouldn’t they want to read it? Well, most businesses don’t struggle with this part of content creation. The struggle lies in producing communication that hooks and holds readers’ attention, maximizes engagement, and keeps brand value at the front of people’s minds.

But, is it possible to drive attention, present trustworthy content, and build better brand experiences –  just by rethinking our methods of content delivery?

We know that content creation is hard work. Research, writing, editing, adding images, and publishing content – these things all take more time than people realize. Creators are squeezed by looming deadlines, huge workloads, writer’s block, proof of impact, and a big fear of failure. Then comes the doubt once the content has been made. Is the finished product as great as you imagined when you brainstormed it? Are you reaching who you wanted to reach? I think that content creation is one of the toughest roles in marketing. To lighten the content creator’s load, the questions we need to ask are: How can your content production and creation evolve? How can you get the results you hoped for? And how do you know that you’re truly connecting with your audience?

I’ve included world-leading research to explain how psychology can dramatically improve content design and operations – and meet an audience’s instinctive needs and preferences. When we explore the scientific evidence around how we link attention, trust, recall, and intent, we find new ways to approach content creation.

Our guide shows:

• What more attention means for your business
• Why psychology is the key to understanding the science of engagement
• What makes content more persuasive and memorable
• How to achieve better results by applying these techniques
• How to assess your current production practices
• How to assess your current measurement practices

I’ve also added my favorite reading recommendations for fellow attention psychology champions. Please send me yours, I’m all ears.

Our audience engagement study. Turtl + Nielsen + Lumen Research

Our guide starts out with a short intro from me before we head into how attention psychology works and why it matters for your business. Everything we’ve learned about attention psychology is here. We then walk you through our study of 150 senior marketers to find out if there’s any value in the psychology of engagement – and if any of our participants paid attention anyway.

We’ve designed the guide to equip you with the knowledge to achieve amazing results. By applying these learnings to your existing storytelling, you’ll transform how your message is heard. If you truly engage your audience you’ll lift content performance and readership – and bring in more readers, engagement, and more revenue.

I hope you enjoy Demystifying the psychology of attention as much as we enjoyed putting it together.

Click to read Demystifying the psychology of attention | Turtl