Making a purchase is 85% emotional and 15% logical – this article breaks down how you can use content marketing to tap into your customers’ emotions.
Emotions are an integral part of our everyday life. So if you have chosen the work as a content marketer you need to know how to discover these emotions, and uncover their raw ingredients. Embrace them, dig deeper and offer a way out the other side.
We are always trying to understand why somecontent goes viral and rises to the top – and someflops. Up until now we have focused on the content itself – optimizing it for search and sharing, then desperately hoping it will get some attention.
But what about yourreaders’ emotional needs? The sense of belonging, ego, self-expression and obligation. There are ways to “tap” into these emotions and they should be a part of everycontent marketingstrategy.
You have about 2 seconds to get people’s attention – that’s your first couple of sentences. My hope, for example, is that you were drawn in by my first sentence and lured down the page. Now, the rest of my job is to engage you, to continue to feed your emotions, and move you along in two ways:
If the goal is increased brand awareness, relationship building, and sharing of valuable and practical information, then I am looking to compel and engage the emotions of my readers to the extent that they will want to share.
If the goal is moving the visitor into the next phase toward a purchase, I will be using salespsychology and neuroscience to stimulate the emotional responses necessary to achieve certain actions (solving his/her problem or relieving the pain through purchasing the product or service I am selling).
I became a professional writer by first becoming a professional reader. Didn’t grow up with a television. I was in 7th grade when I first saw American TV. So the first years of my life it was all about books. The US Naval base library in Naples, Italy became my second home.
What has your relationship with books been like? Tell me your story.
In Dan Roth’s dream world, members ofLinkedIn, where he has served as editor in chief since 2011, would habitually read the LinkedIn Daily Rundown with their morning cup of coffee.
They’d then turn their attention to the site’s podcast or newsletter during their commute to work. When they get to their desks, they’d open LinkedIn.com on their browsers, where they can read from a carefully curated feed of professional andbusiness news throughout their work day. Users who felt inspired by the content would share links on their own timeline. They’d check their notifications tab to see if others have engaged with the content they share.
Who knows? They might even talk about one of LinkedIn’s articles at their next staff meeting.
In these strange days of quarantine and isolation, books can be a mode of transport. We may have to stay home and stay still, but through the abiding magic of the written word, we can travel to all kinds of different places. Look, just because it’s corny doesn’t mean it isn’t true.
Each month the Goodreads editorial team takes a look at the books that are being published in the U.S., readers’ early reviews, and how many readers are adding these books to their Want to Read shelves (which is how we measure anticipation). We use the information to curate this list of hottest new releases.