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Engaging Content Has EVERYTHING to Do With Emotion

Content, regardless of its form, is as critical as ever. Every brand and their respective agency is searching for a way to break through the clutter and directly connect with their consumers in a deeper, more impactful …

Brittany Meier  |  February 9, 2016
Engaging Content Has EVERYTHING to Do With Emotion

Content, regardless of its form, is as critical as ever. Every brand and their respective agency is searching for a way to break through the clutter and directly connect with their consumers in a deeper, more impactful way. Throughout all of our current projects, especially videos, I have been strategizing and analyzing the best ways to capture consumers not only at the right moment, or on a specific site or device, but in a way that is going to make them want to read or interact. Recently, I was reading an article that I found quite helpful and relevant – and it broke down this struggle in a very honest way. Consumers respond to content through emotion, and there are actually eight motivators in how consumers use and engage with content:

1. Entertainment: I have been preaching for a while that entertaining quick videos or content pieces stir attention, especially on social, and I have recently seen the most success in campaigns that entertain and engage with consumers in a clever way; entertainment can open the door for greater awareness for a brand, and opportunity to engage further.

2. Inspiration: regardless of the product, any consumer will find value in a brand that can provide them with content that helps them solve a challenge, or encourage them to do or try something new; this is extremely important, and the brands that find the right type of inspiring content with their consumers will be on their way to a lasting connection.

3. To Update Socially: the social revolution is a powerful one, and one that is constantly changing; for many brands just staying relevant and top of mind is critical.

4. Finding Specific Information: albeit, the most practical motivator on this list, there is something to say about a brand that is able to provide answers to what a consumer is searching for, in a timely, sensible and easy to digest manner; many brands have to keep this in mind when developing content; the shorter and simpler the better.

5. To Be In The Know: going hand in hand with #4, it is always good to keep in mind that consumers like to be in the know, not only about a particular product, but as it relates to what’s relevant, useful and happening at that moment; we need to build content that is current, fresh and keeps our consumers interests’ peaked.

6-8. Feel-Good, Comfort and Connection: All three of these motivators go hand in hand in my mind as they all lead back to the most important thing: emotion. Consumers are going to pay attention and interact with a brand that makes them feel good, and develops a strong and comfortable connection. Overall, a brand is always going to want to push their top priorities in terms of product benefits, and their reasons to believe, but sometimes we must take a step back to really think about the consumer and how we are going to emotionally relate with them in a way that will help foster a longer term relationship.

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