Leveraging Anthropology for Effective Content Marketing


Understanding human behaviour and cultural dynamics is crucial for businesses to market successfully. When businesses understand these attributes their content will resonate deeply with their audience.

In this context, leveraging anthropology can inform and enhance content marketing strategies.

Matt Artz, an expert in applied anthropology, explains in a recent episode of Kalicube Tuesdays how marketers can use anthropology to get a deeper understanding of consumer behaviour, company culture and brand messaging for segmented audiences

What is Anthropology?

Anthropology is the scientific study of humanity and offers marketers unique insights into human behaviour, cultures and societies.

Integrating anthropology into content marketing brings new opportunities for creating engaging and meaningful experiences that speak to audiences on a meaningful level.

What is Applied Anthropology?

Applied anthropology, also called practicing anthropology, is the application of research methods and cultural studies to solve practical, everyday challenges in communities and organisations, and in this case, in business and content writing.

Applied business anthropologists like Matt Artz use theories and methods to understand things like consumer behaviour and organisational culture.

For example, applied anthropology can help marketers figure out what really resonates with their customers and understand the underlying meanings and values that drive their decision-making processes. By addressing the cultural nuances of their target audiences, marketers can develop valuable offerings that are aligned with customers’ inspirations and desires.

Basically, it’s all about culture, and that always includes research.

Understanding Anthropology

Image showing the concept of Anthropolgy

Anthropology is the study of human behaviour across all societies in a bias-free manner. Anthropologists study the origin and development of human societies and cultures. Using biology, linguistics, belief systems, social structures and learned behaviours from both past and present, anthropologists aim to understand the purpose of local institutions, customs, culture and practices. 

With the rise of digital technology, anthropologists are now studying the way people interact and communicate with each other online. 

This adds to the insights anthropology can provide to brands and marketers.

Brand Message Strategies for Segmented Audiences

When it comes to delivering brand messages to segmented audiences, it’s important to understand the different communication preferences of different audiences. 

Using Kalicube as an example, we use different messages when we communicate with businesses and agencies looking for a SaaS platform like Kalicube Pro to build a solid digital brand strategy versus clients seeking Done-for-You services. 

Agencies interested in Kalicube Pro VS Clients in need of Done-for-You Services
Agencies interested in Kalicube Pro VS Clients in need of Done-for-You Services

Understanding the nuances, needs, motivations and beliefs of each group is key to ensuring customer satisfaction and effective sales.

Agencies with their technical focus need a messaging approach that highlights the value and benefits of the Kalicube Pro platform for delivering services to their clients. Highlighting the platform’s advanced features, data-driven insights and time-saving capabilities can resonate with these tech-focused professionals.

On the other hand, clients who prefer to leave the work to Kalicube Pro’s experienced team due to time or resource constraints may prefer an approach where the work is done for them. For this audience, emphasising the convenience, expertise and guaranteed results of Done-for-You services may be the key to capturing their interest.

In a B-to-B-to-C business model, as Matt Artz points out, it’s critical to understand the motivations and needs of both agencies and end users. It’s important to sell directly to agencies and equip them with the knowledge and tools they need to effectively sell the value of brand visibility and search engine optimization to their end customers.

Through thorough research and a deep understanding of each segment’s specific needs and preferences, marketers can tailor their brand messaging accordingly. This targeted approach allows them to communicate the unique benefits of their services to agencies and helps them effectively sell those benefits to the end client.

Using AI for Personalised and Culturally Relevant Content

AI tools revolutionise the way marketers approach content creation. However, exceptional AI-generated content stands out because it contains personalised data and compelling stories that engage audiences on a cultural and human level.

At Kalicube, we understand the importance of adding a personal touch to content to create a deeper connection with readers. That’s why the Kalicube Pro platform is a valuable resource  providing a wealth of data that can be used to create engaging articles, informative FAQs, and captivating copy for social media.

In addition, marketers can refine their content strategies and optimise their messaging for maximum effectiveness.

By integrating AI-generated content into marketing efforts, brands can build a stronger online presence, engage their audience on a deeper level, and encourage meaningful interactions. By personalising content and making it culturally relevant, companies can cultivate a sense of connection and build trust with their customers.

Data in the Context of Anthropology 

Data has more than numbers. They form a rich tapestry of quotes, stories, and qualitative research that offer valuable insights into human behaviour and cultural dynamics.

At Kalicube, we understand the importance of incorporating multiple data sources to create compelling content that resonates with our audience. One of our key approaches is sourcing quotes from various experts, including thought leaders from Jason’s podcast and esteemed guests from Kalicube Tuesday episodes. These insightful quotes serve as pillars of wisdom and offer profound perspectives that add depth and meaning to our content.

G. Scott Graham's testimonial on Kalicube Pro
G. Scott Graham’s testimonial on Kalicube Pro
Matthew Heyes' testimonial on Kalicube Pro
Matthew Heyes’ testimonial on Kalicube Pro
Keeton Storts' testimonial on Kalicube Pro
Keeton Storts’ testimonial on Kalicube Pro

To ensure a comprehensive understanding, we also collect quotes and opinions directly from our customers and clients. By incorporating their first-hand experiences and feedback, we add authenticity and relatability to our content and create a genuine connection with our audience.

The quotes we select, whether from industry experts or our stakeholders, serve as powerful tools to get our messages across. We use these quotes in a variety of formats, such as text snippets and eye-catching images, which we strategically post on The Brand SERP Guy’s website and our social media platforms. This approach not only increases the visual appeal of our content but also stimulates meaningful conversations and connections with our audience.

By bringing together insights from experts, clients and customers, we create a diversity of perspectives that enrich our articles and FAQs. This multi-layered approach allows us to provide unique and valuable content based on a comprehensive understanding of the industry landscape and the needs of our audience.

At Kalicube, our commitment to creating data-driven content is a cornerstone of our success. By leveraging the power of quotes and insights from experts and stakeholders, we not only increase the credibility of our content but also foster a sense of community and shared knowledge.

Qualitative and Quantitative Research in Anthropology

Bringing depth and richness to writing is essential for captivating audiences. That’s why incorporating both qualitative and quantitative research is crucial. 

Quantitative research uncovers numerical data, providing statistical insights into audience preferences and behaviour patterns. This data-driven approach empowers marketers to make data-backed decisions and effectively target their efforts.

However, qualitative research allows us to dive into the hidden motivations and deeper meanings behind audience behaviour. Through interviews, focus groups and physical observation, marketers can explore their audiences’ subjective experiences, thoughts and opinions. These insights bring to light personal stories, anecdotes, and real-life examples that engage readers more personally and lend authenticity and credibility to the content.

Combining both research approaches allows marketers to comprehensively understand their target audience. 

Quantitative data provides the big picture, while qualitative insights offer depth and nuance. This integrated approach uncovers patterns, confirms hypotheses, and reveals hidden opportunities. Quantitative data can reveal a trend, for example, while qualitative research illuminates the reasons behind that trend.

With a research-based approach, content marketers can create content that is not only based on data but also enriched with human stories and experiences. This multidimensional strategy adds depth, authenticity, and relevance to copy and ensures that it resonates deeply and meaningfully with target audiences.

The Concept of Unknown Unknowns

In the vast landscape of knowledge, there are known knowns, known unknowns, unknown knowns and unknown unknowns. The realm of the unknown unknowns has huge potential for exploration and discovery.

Matt Art, with his keen eye for possibilities, recognizes the value of exploring the unknown. Low-volume searches, often overlooked by others, can provide untapped opportunities. By leveraging the richness of Kalicube Pro’s existing data and conducting thorough research, we can uncover unexplored topics and create content on those topics.

It is important to tread carefully in this endeavour. Educating search engines like Google can be challenging, as they seek consensus and cannot readily recognize unknown unknowns. In addition, creating content on a new topic may not produce immediate results or a significant return on investment (ROI) in the form of business results.

However, standing out from the crowd and offering unique insights to search engines is consistent with the Kalicube Process. By offering new and valuable information we can capture their attention and create a deeper connection.

Even platforms like Bing suggest questions based on given answers with their chat GPT feature, even if these questions are not frequently asked. This demonstrates the importance of creating a strategic set of industry-related questions that guide prospects into the sales funnel. And this is just part of what Kalicube Pro offers.

Understanding User Behaviour

Understanding user behaviour is key to creating meaningful connections and delivering tailored experiences. Anthropology is a powerful tool that allows us to look beneath the surface and uncover the needs, values, and motivations that underlie user behaviour.

Rather than solely focusing on superficial desires, businesses must capture the underlying issues or needs the individual wants to address. This requires a comprehensive research process that includes collecting data, developing ideas, and conceptualising how people perceive the world and what is of value to them.

A prime example of this understanding can be found in the context of Knowledge Panels. When examining user behaviour, it is critical to determine the hidden meaning and aspirations of the individual. This may include reputation management or aspirations to be recognised as thought leaders in their respective fields. When we learn what matters to users beyond the surface, we can move beyond assumptions and offer solutions that resonate at a deeper level.


Understanding the hidden motivations of people seeking brand awareness and visibility on search engines is vital. Buying decisions are driven by emotions which are subsequently justified with logic. By identifying the emotional drivers behind purchasing decisions and understanding hidden beliefs or objections potential clients may have, marketers can adapt their marketing strategies to overcome barriers to entry and demonstrate the value of brand visibility.

By leveraging anthropology in content marketing, businesses can gain a deeper understanding of their target audience, tailor their brand messages effectively, and create content that resonates on an individual level. The insights shared by Matt Artz on Kalicube Tuesdays emphasise the importance of understanding the emotional reasons behind consumer decisions and adapting marketing strategies accordingly. Incorporating anthropology into content marketing efforts can drive brand visibility, overcome objections, and remove barriers to entry, ultimately leading to increased success in the digital landscape.

And it’s all part of the Kalicube Process.

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