What is phrasing? An explorative approach to improved user manipulation

Companies try, if at all, to put themselves in the position of the user in order to increase the demand for the corresponding content. As a result, it can be stated that companies see what they want to see.
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As part of the content development of digital contact points such as websites, blogs and social media hubs, content is developed, prepared and published exclusively from the internal perspective of the companies. Ideally, in close cooperation with different departments, content development focuses on identified keywords and factual insights. Companies try, if at all, to put themselves in the position of the user in order to increase the demand for the corresponding content. As a result, it can be stated that companies see what they want to see.

This approach is highly inefficient based on today´s possibilities and leads to numerous problems and challenges in the creation of content as well as the anticipation of user questions:

  1. We don´t know which question the user really asks us.
  2. We don´t know what his depth psychological motive is.
  3. We don´t know which structures arise from millions of questions per year.
  4. We don´t know which topics from the user#180;s questions are really relevant.
  5. We don´t know how the questions and topic areas are connected.

In close cooperation with various scientists, we developed "phrasing" in 2015 as a three-step approach to research in order to make a greater contribution to knowledge in the creation of user-relevant content and to reduce inefficiencies. In a multi-stage investigation procedure, the most relevant questions on traffic-heavy keywords of a topic area are researched within Google and with the help of Autosuggest. The questions are validated in several investigation rounds in order to obtain exact statements about the most relevant and search-strongest questions. The individual questions are categorized and divided into search areas.

In a second step, the questions are examined with regard to the emotional and motivational mood of the users. The design of a question is unconsciously controlled by our emotions and motives. In the course of this research step, these emotions are revealed in order to provide information about the tonality of the content design. The aim is to encounter the user emotionally in order to manifest the trustworthiness of the content and the content more strongly in the consumer´s mind.

In a third and final step, the structures arising from hundreds of questions are determined. This mapping guarantees a central overview of the most relevant subject areas and their interrelationships in order to set a clear focus on the relevant and irrelevant subject areas for companies. Mapping guarantees clear positioning options and comparison with other market research data.

The use of phrasing has been implemented in around 350 projects to date and has led to the following average final results:

  1. Acceleration of content development by 60% and reduction of costs by almost half
  2. Traffic increase of anticipatively answered questions by 230% on average
  3. 3x high conversion rate in other subject areas and areas of digital contact points

The development of the phrasing tool is being pushed further and further in order to further improve the quality of results and to force the control of users with a lower use of resources while simultaneously increasing satisfaction and user retention values.

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Do you have any questions?

Please contact us! Info@bsi.ag

  • In workshops we present our study results and mechanics
  • In projects we develop solutions for your challenges
  • In cooperation we implement effective marketing actions