emotional content marketing

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

[email protected]

@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