There’s been a lot of talk within B2B marketing circles about the importance of putting emotion at front of mind when creating marketing content.
One of the powers of social media is that it allows you to be yourself…..or anything else for that matter. The euphoria of having a platform where your voice can be heard or you can be seen, creates a completely different person to what everyone sees or supposedly knows “offline.” It’s also a ‘space’ where as a marketer, you can display some emotion, even if this is in a virtual environment.
There is plenty of scientific evidence to show that you engage the best with people when you connect with them on an emotional level. It’s not necessarily about high drama or hyper sensitivity. It’s about finding a connection, identifying a common ground, spotting a leveller and using that to form the foundation on which marketing conversations, marketing communications, and marketing engagement can be built.
- So, what’s the marketing magic that happens when you get in touch with your emotions?
- You create content that’s meaningful and not abstract
- You make a lasting impression, and your content is bound to be remembered
- You expand your creative vision
- You churn out relevant stuff that’s reusable
- You start to feel, and pick up what’s going on around you
- You awaken from a sense of dullness, boredom and slumber
- You identify your own value and pour it out to others
- Content creation becomes a hobby and not a chore
- You develop a personality and your image flows through every word, sentence, paragraph, campaign etc.
- You stop hiding and reveal who you are.
To sum it up, marketing is a thought process, and if you are ready to revolutionise your marketing, then get emotional.
Attribution to B2B Marketing with this graphic.
Photo by Shutterstock.