3 Learnings From Neuroscience To Improve Your B2B Content

THE ATTENTION CHALLENGE

One of the biggest challenges for B2B marketers is crafting compelling content that not only captures attention but also motivates prompt action, rather than allowing the audience to remain passive. 

It hasn’t become any easier, especially now when our modern brains are overwhelmed with information (cognitive overload seems to be the new norm) and our need for stimulation is much greater than it used to be.

So what can marketers and content creators do to avoid that our content fails to engage the brain?

I recently listened to an insightful discussion between a cognitive neuroscientist and a group of marketers, and here are 3 key takeaways:

⚡PERSONALISATION

Lighter touch personalisation (using names, job titles) instead of deep personalisation that may overwhelm can increase engagement because our brains favour content that resonates with us on a personal level.

>> e.g. email campaigns

⚡COMPLEX VS SIMPLIFIED

Structured complexity that gets repeated can be more compelling than simplicity. When information is organised in a consistent and structured way, the brain can process, engage with, and remember it more easily.

However, complexity holds our attention but the core message needs to be clear and digestible. 

>> e.g. masterclasses, webinars 

⚡STRUCTURED STORYTELLING

Marketers should not only use pain points to capture the audience’s attention but also tell stories and use analogies to evoke a response. While it may seem obvious, since everyone loves stories, creating compelling narratives is challenging. One effective strategy is to use a structured approach, specifically the stages of the buyer’s journey, as a framework for these stories. The goal is to educate the audience, appeal to their emotions, and create a comprehensive narrative that resonates with their specific stage in the journey.

>> e.g. customer stories