How to optimize a content marketing strategy through emotions

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As Marlon Brando said, audiences don't remember your scenes because of their great acting, but because they made them feel strong emotions. We should keep that in mind when designing a content marketing strategy : feelings are very powerful and there's nothing wrong with trying to provoke them in users.

According to the book “Lovemarks” by Kevin Roberts, CEO of the facebook database iconic agency Saatchi & Saatchi , if a company makes a strong emotional connection with its consumers, this feeling goes beyond loyalty, it is an indelible mark that cannot be modified.

And if you have a corporate blog, you probably already know that when producing content, the important thing is to focus on quality and that evoking feelings is a reflection of a very good post.

Target audience and language

It is necessary to recognize the target audience and the language they use. It may be easier to communicate something through an image if your target market is teenagers. The important thing is to be able to speak the same “language”: this makes it easier to connect with a brand. This is also how content goes viral.

Laughter, surprise, joy… Thinking about what kind of emotion you want to generate in the user is essential when designing the campaign. It provides the structure and direction of the content.

It is important to keep in mind that content marketing is not only done through words. Images, video and audio are just as powerful, attracting different types of users, feelings and reactions. It is not just about sharing useful information, but about finding the perfect way and moment to inspire and excite audiences. The format of the publication is not unique, nor is there an exclusive multimedia language to be inserted in blog posts or videos. The power of photography can be accompanied by the emotional language of a song, or with the lyrics of this inserted with beautiful fonts in the vignette. It is also a place for a well-written text with useful content to gain relevance thanks to images that manage to impact more users and make the content more vivid and effective.

It's not all about SEO

Writing to rank your website on Google is important, but it's not everything. In this case, it's essential that you take inspiration from famous writers, iconoclastic film directors, and even artists and photographers who left their mark in order to evoke in potential clients or consumers the emotions that will generate an instant connection.

Collaborative ideas

Perhaps the best advice in this case is not to come up with ideas alone, but to brainstorm as a team. Only by telling another person about the idea for a blog post will you be able to know whether the content really generates some kind of reaction or not. It won't be a conclusive study, but it will be an important step forward.

Content and interaction analysis

Another way to find out what your audience is interested in is to analyze the content you've already created. Which articles generated the most comments? Was there a video that was widely shared on social media? You need to analyze these factors and replicate the essence of the most successful posts. It's not about copying, but about understanding that if your audience is interested in cat gifs, perhaps you should focus on content that makes them laugh and get excited.

4 examples where feelings are prioritized:

1. Lana Del Rey

Musicians are also brands. In this case, the American singer opened a Tumblr where, in addition to promoting her singles, concerts and albums, she uploads images and gifs that seem taken from a romantic movie. Her posts are like memories of adolescence that come to mind. A series of photos showing her hugging a boy on the beach was commented on almost 31,000 times.

2. The White House

On its blog , the US executive branch not only communicates President Obama's agenda, but also shares behind-the-scenes photos. You can see the president running and praising his vice president or Michelle Obama sliding down a slide. The images are very powerful: some are funny and others are very exciting. There is no doubt that they give a much more relaxed and friendly image of the President.

3. Red Bull

The Red Bulletin is the official blog of the energy drink. No, they don't share anything related to the product, but they do write high-quality articles. There is a lot of content for women and also profiles and interviews with all kinds of people: from cyclists to actors. Readers are not only surprised, but also inspired by these articles, which creates an immediate connection with the brand.

4. Microsoft

With its Stories blog , the software giant has created a space where it shares beautiful and heartbreaking articles about people who make a difference in various fields of life. Although the content has nothing to do with the products the company sells, the emotions these stories evoke are permanent.