Post by account_disabled on Jan 7, 2024 21:47:25 GMT -6
Creating content that attracts attention and connects with consumers is one of the great objectives of marketing professionals. On this path towards relevance, emotion becomes an indispensable lever. « If you want something to resonate with audiences, you have to tap into the emotions you appeal to. If you can't handle this, you won't execute the content as well as you could have and you may not engage as many people as you hoped," says Amanda Milligan, Marketing Director at marketing agency Fractl, in an article for The Next Web on which explains how to take advantage of emotion to make brand content more attractive. “If it surprises you, it will probably catch the attention of others too.” Don't ignore positive emotions In a study carried out by the agency on the emotions provoked by the main news sites carried out during the months of August and September, anger emerged as the most common emotion when reading these news, something that is not surprising considering the COVID-19 crisis and the political situation.
After anger, loving reactions appeared . "People like to read and share content that is also stimulating," says the expert. the emotions generated by news sites in August and September Phone Number List When they examined the emotions of viral images in 2013, more positive emotions appeared than negative ones. Specifically, feelings of anticipation or surprise were the most common. "While this may explain the popularity of clickbait headlines intended to attract the click, it also explains why interest data journalism can be so successful: it is literally presenting new data or a new perspective on data," he explains, encouraging professionals to look for unexpected angles. "If it surprises you, it's likely to catch the attention of others, too." Identify and leverage those emotions in your content When they have an idea for content, marketers will need to identify the emotions involved in it before creating it, as “they will serve as a guide for how you should direct your research and what you should focus on as the project develops.”
At this point, Milligan alludes to a project done for Porch.com that compared what it means to be an employed person with a full-time freelancer. Wondering about the emotional components of this content led them to ask questions in their survey about topics such as job satisfaction, burnout, and what freelancers miss most about office jobs. From there, they began to create content that headlines such as The Motley Fool highlighted for the emotion generated. "Even something very practical, like instructional content, has an emotional component" Set expectations about emotions in your introduction After identifying the emotions that are related to a project or those that will be provoked when launching it, the expert focuses on how to use that information . One of the tips the professional gives is to offer people in the introduction what they can expect if they continue reading , but also how they will feel when they have finished reading. "Even something very practical, like how-to content, has an emotional component ," says Milligan, who cites McCormick's article on "Tips and Tricks for Organizing Your Spice Cabinet .
After anger, loving reactions appeared . "People like to read and share content that is also stimulating," says the expert. the emotions generated by news sites in August and September Phone Number List When they examined the emotions of viral images in 2013, more positive emotions appeared than negative ones. Specifically, feelings of anticipation or surprise were the most common. "While this may explain the popularity of clickbait headlines intended to attract the click, it also explains why interest data journalism can be so successful: it is literally presenting new data or a new perspective on data," he explains, encouraging professionals to look for unexpected angles. "If it surprises you, it's likely to catch the attention of others, too." Identify and leverage those emotions in your content When they have an idea for content, marketers will need to identify the emotions involved in it before creating it, as “they will serve as a guide for how you should direct your research and what you should focus on as the project develops.”
At this point, Milligan alludes to a project done for Porch.com that compared what it means to be an employed person with a full-time freelancer. Wondering about the emotional components of this content led them to ask questions in their survey about topics such as job satisfaction, burnout, and what freelancers miss most about office jobs. From there, they began to create content that headlines such as The Motley Fool highlighted for the emotion generated. "Even something very practical, like instructional content, has an emotional component" Set expectations about emotions in your introduction After identifying the emotions that are related to a project or those that will be provoked when launching it, the expert focuses on how to use that information . One of the tips the professional gives is to offer people in the introduction what they can expect if they continue reading , but also how they will feel when they have finished reading. "Even something very practical, like how-to content, has an emotional component ," says Milligan, who cites McCormick's article on "Tips and Tricks for Organizing Your Spice Cabinet .
