Behavioral Psychology & Consumer Science
Part One: How Behavioral Science Can Enhance Your Content Marketing Strategy
There’s a lot of content out there that speaks to the very topic of this blog.
Often, it’ll dive into how we can understand consumer behavior, leverage time-tested psychological tactics and principles, and get people to engage or make a purchase.
Let’s be real, that sounds… a bit dishonest, to say the least.
Remember what I said in an older blog about making an honest connection with your audience? Well, I stand by those core values of making genuine, authentic (I know, I know, that buzzword again) connections with other human beings.
When you really think about it, there’s something a little disingenuous about trying to sell something to someone. So, how do we do so honestly?
In an ideal world, people would get what they need without a sales pitch attached. And by saying all this, I know I’m ruffling some feathers out there. This stance can unsettle those of us who build and sell products.
My point isn’t necessarily anti-business. But what I’m truly getting at here is the intent to form genuine connections with people without expecting reciprocity. Without thinking, “What’s in it for me?”
You should show up to help first, not to extract value.
I also know language like this can sound like the very marketing we’re all wary of: connection as a tactic, “purpose” as a veneer.
Your skepticism is fair. (I mean, I think we all remember that Pepsi-Kylie Jenner ad. Yikes.)
The difference I’m arguing for is behavioral, not rhetorical:
Put people’s interests first, accept that sometimes there’s nothing to sell today, and let any return be the byproduct of consistently being useful.
It Goes Back to WHY
Think about it: even if we’re not directly trying to sell something to someone, we want them to keep reading. We want them to stay engaged. We want to retain their attention. We still need something from them, so we create that Call-to-Action.
In many ways, this comes from an honest place.
Maybe we just want to share a resonant story (think novels or movies). Maybe we do want to help people with our product or service (we need to make a living after all). Maybe we fell into this line of work and never actually thought about what any of this actually means...
So I’m asking: Why do you do what you do? And I don’t just mean Simon Sinek’s why. I mean the deeper why.
Behavioral psychology offers many insights.
How you use these principles, well, I hope you use them wisely and ethically.
Because out there, you’ll come across a ton of content that offers the same methods and tactics with the sole intent to “sell.”
It’s how you use those strategies that makes all the difference.
I leave that up to you, and hope that whatever it is you’re trying to “sell” (or simply share), you do so ethically.
In short: Use this information to do good, rather than to exploit and manipulate the audience you’re trying to make a connection with.
What is Behavioral Psychology in a Nutshell?
In simple terms, behavioral psychology is the study of how observable behavior is shaped and changed through interactions with the environment.
Some common everyday applications include habit formation, reinforcement through praise or tangible rewards, and the shaping of social norms. The list goes on.
(Notice how terms like "behavioral psychology" and "social norms" are rooted in human experience; they carry nuance that AI can’t genuinely internalize nor truly comprehend.)
Some of the principles I’ll be discussing in a direct follow-up blog can be applied in many settings, not just marketing and advertising.
It’s worth keeping in mind that these principles can be very subtle, almost invisible. You’ll notice it in your interactions at work, in your relationships, and even with your pets. We never really escape the pull of behavioral influences (why we do the things we do).
It’s what makes us human.
And while people may feel bombarded with advertisements as they navigate the digital landscape, it’s important to remember that we don’t want to just add to the noise. We’re trying to be helpful.
We’re talking to people, after all, not simply prospects or customers.
So start there.
For a deeper dive into behavioral psychology, I’d suggest learning more here.
Behavioral Psychology and Content Marketing
So what does behavioral psychology have to do with content marketing?
It can inform marketing strategies by applying its principles to drive deeper engagement and influence consumer decisions. This is all done through specific triggers that speak to us (often subconsciously) and shape our decision-making.
In a nutshell, our environment is filled with stimuli that drive us to do what we do—and why.
Psychological triggers like “scarcity” and “social proof” play a major role in motivating our actions.
They create emotional connections.
Whether it’s through storytelling or building trust, effective content marketing that applies these principles can lead to higher levels of engagement (and yes, conversions), and eventually loyalty if we remain honest and consistent.
Understanding the Why (not just the What)
If you only remember one thing, let it be this:
Understanding customer behavior is the best way to actually help people.
Behavioral psychology gives us a lens for understanding why people do what they do, so you can build experiences that respect those needs rather than forcing them into a sales funnel.
When you deeply understand the problem your audience faces, you don’t need “tactics.” You’ll know what to say and how to say it.
The goal isn’t to trick anyone. It’s to create clarity and offer real solutions to real challenges.
Where Behavioral Psychology Meets Content & Brand Strategy
Here’s where the rubber meets the road.
Behavioral insights should never be about clever tricks. They’re intended to help you design content (and experiences) that remove friction and meet people where they are.
In my next blog, I’ll offer some key time-tested principles you can apply to your content marketing strategy.
For more content marketing strategies and storytelling insights, feel free to explore the rest of my blog.