Getting your blog users to share your posts is what every business hopes for. But just what motivates people to share blog posts?
A 2013 UCLA study in the journal Psychological Science researchers using functional MRI, looked at the brain and neural responses in people who shared information. They found that messages that people wanted to share stimulated the temporoparietal junction, or TPJ, the parts of the brain involved in mentalizing activity and in the reward systems when subjects first heard the message before spreading message.
"Our study suggests that people are regularly attuned to how the things they're seeing will be useful and interesting, not just to themselves but to other people," the study's senior author, Matthew Lieberman, a UCLA professor of psychology said in a press release. "We always seem to be on the lookout for who else will find this helpful, amusing or interesting, and our brain data are showing evidence of that."
In other words blog posts that connect with your audience are those they find interesting, useful, motivating or inspiring in some way, and are more likely to be shared. But as advertisers have known for decades, knowing your audience is key. Here’s five keys to connecting with your audience:
If your audience is patients with medical issues, useful information needs to focus on the helpful or beneficial and touch emotions with hope or empathy.
If your audience is physicians or other referring providers, focus on evidence-based information that supports clinical decision-making.
Business-to-Business audiences need information that enhances knowledge of the industry or provides new and interesting insights that will help them achieve positive results in their business.
If you find information that is interesting or useful, share it with your own colleagues or friends. Showing that you think something is useful will encourage others to share it too.
Reward others who share with you by recognizing and crediting them when you pass it along.
Source: UCLA press release
Whether you are an physician, clinic, hospital or healthcare business looking to develop content for your engagement marketing strategy, Medical Digest Publications has the experience and expertise to help you connect with your audience. For more information, contact us at 206 499 3479 or email us at firstname.lastname@example.org