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How to Craft Contagious Content (That Appeals to Both Reason & Emotion)
Content Marketers You Have a Job:
Below I’ll explain how to tap into the art of persuasion and find that seemingly-impossible-to-reach but absolutely-essential balance between logic, emotion and credibility. I promise you – this knowledge could save your content marketing.
1. Subconscious Rules – How to Tap into Emotion:
People think they are rational creatures guided by rational thoughts and influenced by deeply logical arguments. Well people are wrong. Emotion shapes our decision-making process far more than the average ‘logical’ person would like to believe.
Before you begin writing, consider the emotion you would like your readers to feel while reading your content. Do you want them to feel inspired or motivated for example? Your selected emotion should act as the driving force for your content. For example, if you want your readers to feel inspired, check that each paragraph contains energy – your words should be pumping with vigour, excitement and urgency.
A Note of Caution: Understand Your Customers Before You Make Them Feel…
Tips for Tapping into Emotion:
- Create Stories
- Create Stars
- Address Problems
- Offer Solutions
- Access Emotion
- Mirror Language
Read These Digital Marketing Psychology Articles to Help You Tap into the Subconscious:
2. Reason Matters – How to Master Logic:
Put simply, readers need to believe that you know what you’re talking about. Your readers are naturally skeptical and the more articles that get published online, the more people begin to question their credibility and quality. You need to prove that you know what you’re talking about by backing up your content with logical statements, research, evidence and credible sources.
How to Get Ridiculously Logical:
- Survey Stats & Sources – Back up your statements and arguments with survey figures.
- Expert Quotes – Add weight to your argument with a quote or statement from a credible online source.
- Influencer Quotes – Source and include quotes from industry influencers to add further credibility and depth to your article.
- Get Clear – Avoid jargon, hyperbole ambiguity and keep your language simple and to the point.
Become the Real Deal – Establish Credibility:
How to Establish Credibility:
- Influencer Opinions
- Influencer Shares
- Personal Brand
- Establish Authority – Select one subject to become an expert on and make this the focus of your content marketing.
About Zara Burke
Zara is the Digital Marketing Institute’s Digital Marketing Executive. She writes about all things digital marketing, including search, social media, email, mobile and Analytics. Her core passions are content creation and small business strategy.
Source: DMI Link: How to Craft Contagious Content (That Appeals to Both Reason & Emotion)