How to Evoke and Use Emotion in Your Content Marketing

You must have seen quite a lot of advertisements while watching tv and must have noticed that a handful of those commercials have any logic in it. But in reality, very few revolve around logic and rather work on evoking customers emotions to their benefit. Million dollar corporations who own these brands spend a hefty amount on these unique, silly or jaw-dropping advertisements while never mentioning what they are selling. The reason for doing so is because of various studies that proved that human doesn’t make decisions based on logic but rather on an emotional basis.

It is very important that you connect with your viewers on an emotional level as it is a  very important factor for your success.

If you don’t know where, to begin with here are some tips that will really help you to create those truly emotional content that will make sure that you get your people excited about your content.

Identify what emotional chords to strike

Content marketing Is not about evoking emotions but rather conveying the right emotion that will resonate with your customers. The emotion factor which you are trying to achieve will depend on a number of scenarios and factors. And before you make any decisions you should analyze and weigh in each step carefully.  Following are some of the most important factors that will help you guide you to choose your emotional factors to target your content effectively.

Your audience

Emotion

The most important thing that psychology has taught us is the fact that different people have different personalities and everyone resonates with a different type of content. For instance, if you are going for the funny way In your content then the first thing which you should do is to analyze your target audience because different age group has a different sense of humor. Young people will like absurdity and self-depreciating humor which might not go well with the older generations who like more of wit and irony.

The point here I am making is to map your target audiences psychological profile and try to find about their likes or dislikes, their motivational factors etc.

Your brand

Emotion

Normally one should try to align their brand strategy with emotional content for effective targeting of their content. If you are in a business that signifies luxury and high-end products similar to Rolls Royce then your content should also reflect it as well. Also at the same time, you should align with your emotional targeting strategy as well. Your brand if in luxury business like Rolls Royce you should try to convey comfort, happiness as your emotion not.

Your goal

Emotion

The most important aspect of any content is to come very successfully and if possible become viral. To make your content instant success analyze the pattern of those viral content. Certain emotional content is shared and liked and loved by people more frequently than other posts.  The image below shows the result of a study conducted by researchers that pinpoints what type of emotion works best.

Different techniques that drive emotional engagement

Let’s look at various techniques that will help you engage with your audience with more on the emotional level.

Videos

Emotion

Videos are one of the most effective ways to convey your emotions and also the most expensive ve form of marketing as well.  also, many surveys have concluded that people prefer to watch the video about a product or content as compared to reading it.

Images

Emotion

If you believe that you have a killer article then be sure to add a lot of images. A recent study has proven this by stating that including an image after every 80-110 words will be more likely to be shared in social media platforms as compared to articles with fewer images.

Colors

Another reason to thank science is that of their extensive study on human behavior on color choices.  One has to keep in mind how colors in videos and images help in immersing the audiences in awe and praise which in return can give an emotional experience. The following image will tell you the effect of color on emotion.

A study has also proven the fact that 85% of all emotion is based on color

While doing your market research it is possible that you could be side-tracked with your SEO results or data analysis results but sometimes people forget the most important aspect and that is called demotion which is very important. Try connecting with your audience on an emotional level and you will be surprised.

Offers

Providing good deals has also known to invoke a change in a customers mind to a great extent. You can give coupons or cash backs of relevant deals to increase your customers base. Many popular e-commerce websites like myntra.com (MyntraCashback) and Shopclues(shop cluesCashback) give their new customers’ cashback offer on their first purchase.

While doing your market research it is possible that you could be side-tracked with your SEO results or data analysis results but sometimes people forget the most important aspect and that is called demotion which is very important. Try connecting with your audience on an emotional level and you will be surprised.

 

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