The Importance of Emotional Content/Triggers in Content Marketing, Marketing & Advertising News, ET BrandEquity

The importance of content/emotional triggers in content marketing.

By Sharmin Ali

The content industry has evolved and broadened its scope considerably over the past decade. Today, content creators use multiple formats – text, images, videos, podcasts and webinars to create engaging content and get their message across to their target audience. A report by global market research firm Research Dive indicates that the global content marketing industry will reach more than $107,540.6 million by 2026, nearly three times the 36,786.6 million in 2018, with a CAGR of 14.3%.

The ongoing pandemic has further accelerated the growth of the content marketing industry. Every organization, regardless of its nature and size, has been forced to embrace digital marketing for business continuity in the new normal. According to the report by global marketing intelligence portal Chief Marketer, 47% of marketers ranked content marketing as their number one preference for ROI post-pandemic, up from 41% pre-pandemic.

Simply put, content is king in digital marketing and it will continue to hold its sway for years to come. This means you will have to up your content marketing game and break the rules.

Optimizing emotional engagement in content marketing is that rule breaker and way forward. Let us help you deepen your understanding of emotional content and its importance in detail.

Good content should arouse feelings

As a good content creator, you will religiously follow all the standards of great content – ​​original, useful, unique, credible, visually appealing, strong title, customer pain point solution, and results driven. Still, you may not get the traction or results you expected. The reason is simple: the “x” factor, namely emotional engagement, is missing!

Good content without emotions can make sense, but does not correspond to the psychological needs/desires of your target audience. Customers and audiences today are looking for emotional storytelling in the content they consume. The emotional content strikes a chord with them, invokes their feelings on an intrinsic level.
Some brands have successfully incorporated empathy into their content marketing campaigns to create an emotional connection with their audience. For example, Coco Cola “Make Happiness” (joy), Nike “Just Do It” (passion), Fortune “Ghar Ka Khana” (anticipation), LIC “Jeevan Ke Saath Bhi Jeevan Ke Baad Bhi” (trust) and World Wildlife Fund “Stop Climate Change Before It Changes You” (fear) to name a few. Do you have goosebumps? It’s the power of emotions!

Reasons Your Content Needs Emotional Triggers

• Makes your content human
Don’t you feel a void when you get an automated response instead of a real person’s voice when you call a customer service number? The same scenario can be reproduced in the content. The emotional content makes it personal and relevant to the audience.

• Keeps your content relevant
Unlike desires and preferences that change over time, a person’s emotions remain constant. So while the context of your content may not be helpful once it serves its purpose, its emotional relevance will always stay etched in people’s hearts and minds.

• Brings a conversion rate more effective than logic
A study conducted by Nielson found that brands saw a 23% increase in sales volume by creating engaging, emotionally-driven content. In another study undertaken by the Institute of Advertising Practitioners, it was found that emotionally appealing marketing campaigns yielded twice the profit of rational campaigns. Emotional content is proven to have a higher conversion rate than logical content.

• Influences purchasing decisions
Gerald Zaltman, a professor at Harvard Business School, mentions in his book “How Customers Think: Essential Insights into the Mind of the Market” that 95% of the purchase decision-making process takes place in the subconscious mind. It is the subconscious mind that drives emotions and drives action.

• Makes your content shareable/viral
Every content creator or brand would love to see their content go viral. But did you know that viral content is not pure luck, but rather a strategy? A study by digital marketing agency Fractl found that content that triggers an emotional experience is more likely to be shared on social media. You have your answer now!

Hacks for creating emotional content

• Create a psychological profile of the target audience
In his blog, Jeff Bullas – one of the world’s leading influencers in content marketing, recommends creating a psychological profile of your target audience. This will help you understand what emotions drive their behavior and how you can add sentimental value to your content to get your point across.

• Be a storyteller, not just a content creator
Red Bull Energy Drink’s storytelling strategy is emotional branding at its finest. It brings content through captivating emotional experiences that create a powerful and lasting impact on people’s memories and people want to talk about it (viral content!). So make sure your content tells a compelling story that resonates with the feelings of the target audience.

• Use technology to your advantage
Emotionally targeting and engaging your customers without any smart tools at your disposal can be a complex and time-consuming affair.

These recommendations can help you put the right emotions into your content and optimize it to make it more meaningful, engaging, and impactful.

Emotional content is all about leveraging neuroscience to get the desired action from your target audience. He connects with their hearts. It speaks to their spirit. This triggers their responses. He maintains a relationship with them. What more could you want from your content?

The author is the Founder and CEO of Instoryed. The opinions expressed are personal.

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