Think back to the movie that made you cry the most. What was it? Titanic? The Notebook? Jurassic Park? For me, it was A.I. Artificial Intelligence. That might sound like a strange movie to cry during, but trust me, if you see it, you’ll understand.
Even though it’s been years since I first watched A.I. Artificial Intelligence, it still has an impact on me today. And you know why? Because it played with my emotions. It made me feel sad and happy (even simultaneously) for a fictional, little robot boy. And that emotion I felt was powerful.
So, what if you harnessed that emotion and brought it into the world of content marketing? You would see some impressive results. The thing is – emotion plays a major role in the success of content marketing. Which means that it’s pretty hard to succeed without bringing people to tears every once in a while.
Okay, so that was an exaggeration. Don’t try to make your customers cry every chance you get. In fact, that could backfire on your campaign. Instead, help them feel a variety of emotions: happiness, fear, anger, surprise, amusement, and of course, the occasional pang of sadness.
If you think about the most successful brands and companies out there, I’m sure some emotion comes to mind. Think about Nike, for instance. It’s a brand that has been popular for so long. So, does this long-running success boil down to just luck? Of course not. Nike fires up our emotions. They help us feel strong and confident while motivating us to “just do it.” In their content marketing strategy, they help us feel like the hero with the help of their product.
Well, that’s simple, because we’re humans, not robots. Actually, that’s a bad analogy if you think about the boy in A.I. Artificial intelligence.
But if you don’t think about Haley Joel Osment’s character in the movie, it’s a pretty good analogy. Once you establish an emotional connection with your customers, you’ll have them hooked, because you’ll instantly become relatable to them. People are much more likely to buy from companies that make them feel an emotional connection.
It’s no surprise that emotional storytelling is becoming an increasingly popular way to provide content marketing. We see hundreds of content marketing messages from companies every day, including blogs, press releases, infographics, articles, videos, advertisements, and more. If there’s no emotion to it, you’re probably going to forget it by the time you see the next piece of content marketing, which could be within seconds. When you put heart into your content, it gives you a much better chance of people remembering you. So, what are some of the emotions that will give your content heart?
I think Albert Einstein came up with that equation. Anyway, if you want to connect with people and make sure they remember you the next time they have to choose between you and your competitor, use emotional content marketing. It’s one of the most powerful tools you can use to relate to customers or inspire an action. It could also make an impact on them for years to come.
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