It is a common belief among marketers that consumers make buying decisions based on emotions, and rationalize their choices based on logic.
This is perhaps one of the oldest and most revered thoughts in marketing.
When it comes to content marketing, however, this idea is a bit modified.
Consumers today are influenced by research, social proof, and a variety of other factors before making a buying decision.
This can play a huge role in providing your audience with compelling content that can slowly push your readers further into the marketing funnel. As a result, it is very important for content marketers to understand and use human emotions effectively in their strategies to design appealing content for consumers and achieve their marketing goals.
Content Marketing and Human Emotion
When you sell your products to your prospects and customers with content that only appeals to their emotions, there is a greater tendency for them to feel manipulated, which can adversely affect the buying decision.
On the other hand, content that provides solid proof about your product’s worthiness, along with an appeal to their emotions can position your product in a more effective manner.
Therefore, it is not sufficient for content marketers to understand only emotions, but also to use a right balance of emotions as well as logic in their marketing strategy throughout the various stages of the buying cycle.
Emotions in the Buying Cycle
Emotion and logic are two aspects that play a major role throughout the buying cycle in varying degrees. Emotional appeal to prospective consumers is of the greatest importance during an awareness campaign and is the first step involved in any form of marketing. In the awareness stage, the consumers do not possess enough knowledge about your company.
As a result, the content created for awareness campaigns must rely heavily on emotional appeal as opposed to the rational appeal. This will help you to quickly capture the attention of your consumers and get your marketing message across to a large audience.
The human brain has been conditioned to take notice of anything that is out of the ordinary. People will not care about any product or company, unless an emotional connection is established. In addition to this, emotional appeal enhances brand recall value. Emotions play a greater role in human communication.
Emotions help us connect with a message in a more effective manner. Studies have also revealed that emotions can act as triggers for memory which can be a great asset for content marketers.
Going Beyond Emotions
While emotions can certainly make sure you get the full attention of your consumers, it does not solely help in prompting a buying decision. If the content is not backed by logical reasoning and proof, you may not be able to convince your consumers.
Consider the roller babies video created by the Evian mineral water company.
The video was exactly what Evian required to make a mark in the industry.
The roller babies video was funny, appealing, and contained logical content.
It kept the audience glued to the screen, and the messages in between the video were perfectly placed to deliver a brand message. The result? The video went viral, entertained millions of viewers around the globe, and created brand new buzz for the company, while encouraging consumers to try out their product.
A perfect mix of content and emotional appeal will have an impact every time. The key is knowing your audiences’ emotional touch points, and – as the roller babies clearly conveyed – not being afraid to have a little fun with your marketing.