emotional content marketing
DESCRIPTION
Why emotional content is important in your marketing activities and how best to do it.TRANSCRIPT
EMOTIONAL CONTENT
brandjoe
CONTENT EXPLOSION
In 60secs:
700,000 messages sent on Facebook
72 hours of video uploaded to YouTube
Speed of adoption:
Google+ 10million users in 16 days
CAUSE AND EFFECT
People are filtering more - 86% of viewers watching pre-
recorded television always fast forward through the
commercial breaks (Deloitte 2012)
And due to the amount of content our attention span has
dropped to 9 seconds - golf fish
Well like an explosion it leaves us with very little, hard to
be competitive in such a noise landscape
Technology has had its day
WHY EMOTION
I could talk about establishing an emotional connection
with your audience creates a more effective tie, and how
chemical imbalances in the brain produce endorphins
and all that fluffy psychological stuff (which I do actually
find quite interesting)
WE SHOULD BE TALKING ROI
WHAT EVERYONE ELSE IS UP TO
HOW TO BUILD YOU CONTENT
Whitepaper / report
• Lead generation
• Social conversation drivers
•Truncated, repurposed content
Infographics
Blogs including 3rd party
Webinars
Social tools
Meeting
Higher lead score wider reach
Take snippets of the report and tweet / update status, creating interest amongst target audience driving along the journey
Presentation talking around the reports and how to action the information within your business
Excerpt from report with full access after data capture
Email data captureHOW TO PRODUCE MORE CONTENT
SO WHAT
• There’s plenty of churn
• If you can manage to overcome the
resource problem
• You quickly move onto the next
problem
• Delivering quality
• Getting cut through
MAKES ME SICK
The content your producing is making me a little sick
HOW DID THAT MAKE YOU FEEL?
EMOTION
• Emotions drive
sharing
• Sharing drives a
deeper understanding
and action
• Actions drive
preference
• Preference drives
decisions
SHARING MOTIVATIONS
To bring valuable
and entertaining content to others
To define ourselves to others
To grow and nourish
our relationship
s
Self-fulfillment
84% SHARE BECAUSE
IT IS A WAY TO
SUPPORT CAUSES OR
ISSUES THEY CARE
ABOUTThis is the really important one
PERSONAS OF SHARERS
I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated that I had been thinking about her.
“ “ Altruists
• Helpful
• Reliable
• Thoughtful
• Connected
I share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers.
“ “ Careerists
• Valuable
• Intelligent
• Networks
Sharing is actually part of who I am. “
“
Hipsters
• Cutting Edge
• Creative
• Identity
• Popular
• Youth
When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark.
“ “ Boomerangs
• Reaction
• Validation
• Empowered
I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch of friends and we turned it into a girls night out.
“ “
Connectors
• Creative
• Relaxed
• Thoughtful
• Making
Plans
I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them.
“ “
Selectives
• Resourceful
• Careful
• Thoughtful
• Informative
INFLUENCE SHARING
• Appeal to customer motivation to connect with each
other – not just with your brand
• Fractal Marketing (taking something, changing it and
passing it on) – not just viral
• Trust is the cost of entry for getting shared
• KISS and it gets shared and it wont get muddled
• Appeal to their sense of humour – easier said than
done
• Embrace a sense of urgency
Joe Edwards
Head of Strategy
Brand Engage
@brandjoe
+44 (0) 1753 866 444
CONTACT DETAILS
Psychology of Sharing: A study by the New York Times (2011)
Emotional wheel: Robert Plutchik's Wheel of Emotions
All images taken from various photographers from Flickr
Front page: Screen shot from Lock stock and two smoking barrels (Guy Richie Movie)
CREDITS