One of the greatest powers of social media is that you can use it to humanize your business. Using emotions in content marketing programs allows you to transform your organization from an unfeeling company to a group of human beings with personalities. Suddenly, your business becomes relatable and customers become supporters and loyal followers.
Before you begin the process of adding emotions into content marketing efforts, you first need a solid understanding of your brand voice. What does your brand sound like? Are you thoughtful and down to business? Cool and hip? The way you want your brand to be perceived will influence the kinds of emotions you pull on.
- Red – Red evokes intense emotions like passion, power, danger, and strength.
- Yellow – Yellow is all about joy, energy, and happiness.
- Green – Green is a great color for representing safety, nature, and freshness.
- Blue – Blue stands for stability, confidence, and intelligence.
Keep your color choices in mind as you develop your visuals. Using colors that contrast with the message you’re trying to promote will only create confusion, making your message less relatable and sharable.
In addition to looking inward, you also have to look outward. Take your audience needs into consideration before you add emotion into content marketing efforts.
What problems are your customers trying to solve? The emotions you evoke should help show that you are the organization that can solve your audience’s concerns.
For instance, are your audience members:
- Looking to add some sparkle into their lives? You may want to play on fun, joy, relaxation, and ease of use.
- Attempting to keep data secure? You may want to evoke stability, power, and concern.
- Trying to live a healthier lifestyle? You may want to give off an aura of being “all natural”, fresh, energetic, and happy.
My favorite favorite emotional pull is humor. If you can capture people’s attention with humorous content, you’ll be well on your way to providing an attraction that’s hard to resist. People love to watch and read funny content. Even better, people like to share a laugh with their friends.
Humorous content translates well across a variety of social media platforms, including Facebook, Twitter, and Instagram. Humor can work on LinkedIn, but keep in mind that people on that platform are generally looking for business and career information. Humor may detract from that message.
Wendy’s is a good example of a company that knows when to use humor – and when not. The company’s Twitter feed (@Wendys) is full of funny gems.
Wendy’s LinkedIn feed, on the other hand, focuses more on charitable giving and business updates.
Shock and Awe
Sharing interesting facts is another great way to grow audience interest. When those facts are shocking or amazing, they become even more interesting. Add visuals to your content marketing efforts and you’ll have the trifecta that’s guaranteed to make your programs impactful.
Remember that that what is shocking in one setting might not be shocking in another. That’s not a bad thing. Your goal should not be to capture any and all visitors. Instead, you are best off putting your content marketing efforts toward capturing the right visitors.
Are these statistics of interest to everyone? Probably not.
However, the statistics we shared gained a lot of interest from other businesses looking for an integrated cobrowse, screen share, and one-way agent video solution. In addition, media and analyst personas who focus on contact center solutions and digital transformation were quite intrigued. Since these are the audiences we focus on, our content marketing efforts were a success.
Empowerment is a great driver and a strong way to share emotions in content marketing programs. A fantastic way to promote empowerment is to share content that promotes a worthy cause, encouraging others to donate or support the cause.
Content marketing programs that are based around empowerment evokes such emotions as:
Dove provides a superb example of a company that does empowerment right. Dove has an ongoing campaign to improve women’s self-esteem. The company has focused on a creating impactful videos that evoke everything from sorrow to shock to joy.
For example, the company wrote a great article and created a corresponding video about the use of airbrushing and Photoshop in the media. The piece talks about how women have an unrealistic view of what is “beautiful.”
The video included with the article shows a plain looking woman going through the process of having her hair done, her makeup applied, the “wind” blowing her hair, and a professional photographer taking her picture. Then it takes things a step further and shows how the photograph is altered to make the woman even more “beautiful.” It’s a thoughtful piece that has brought Dove a great deal of positive publicity.
Everyone Can Use Emotions in Content Marketing
The biggest challenge with using emotions in content marketing is that you have to be authentic. People know when you’re faking it. However, if you stay true to your brand voice, you’ll always come out ahead.
One other thing to remember – every market can use emotions in content marketing. Don’t shy away from it because you are a B2B company or you sell widgets that you consider “unexciting.” From software to finance to consumer goods and beyond, if you use emotional draws in your marketing, you’ll gain a more loyal audience that will be sure to keep returning for more.
How have you added emotions in content marketing programs that you’ve run? Let me know about your experiences in the comments below!