Creating Content for Emotional Impact

When thinking about the content strategy for your brand’s presence on social media and the internet at large, you cannot ignore the importance of quality writing.  Valuable and compelling online content is the key to catching and sustaining the interest of customers.

What then, makes content compelling to the average reader?  Compelling content is copy that grabs the reader’s attention and makes them want to read more.  How does it do this?  It engages the reader’s emotions.  One way to do this is by creating a story out of your service or product information.  People have always been fascinated by stories.  Narratives tap into the emotional part of our brains, causing us to invest emotionally in the story’s characters, especially the protagonist (your brand).

A consumer’s opinion about a brand, and her decision to buy into it, is driven by emotions.  You can create loyal brand advocates, rather than one-time buyers, with content that stays in consumers’ minds and inspires credibility.

The overarching aim of content marketing campaigns, then, is to create an emotional connection between your brand and your customers – it’s not simply to sell to them.  In doing this, there are a number of guidelines to take into account:

• Speak the language of your audience.  Social media comes in handy when researching the ways in which your ideal customers communicate.  Remember, you want to put your readers at ease, not alienate them with industry jargon!
• Be true to your brand’s vision and mission.  Make sure that your content always reflects the values of your brand.
• Know and meet the needs of your consumers.  Through research, find out more about your target audience’s needs, and then tailor your content accordingly.  If you show that you understand them, they are more likely to show interest in your brand.