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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  July 11, 2017

How to Create Emotionally Compelling Content

How to Create Emotionally Compelling Content

According to research highlighted in a recent Fast Company article, “We Studies Brands Around the World. What Consumers Want Isn’t What You Think,” the age of a single message demonstrated many ways is over.

Exhibit A: Researchers asked over 5,000 people what content they sought out. (Pay attention to those last two words—sought out.) It turns out, there are four types of emotionally compelling content: funny, useful, beautiful and inspiring.

And the kicker: We need to use all four. Dang.

Move past the big brands highlighted in the article. Pay attention to the examples, though. The BMW/Jaguar example shows the power of moving past what you’re known for and into new territory.


Listen: How to expand our emotional repertoire


This applies to us thought leaders, too. Think about it. How many of us have focused on being just one or two of those traits? What would happen if we used parody as a tool for humor?

My take: It’s easy to get into a rut in the name of consistency. Perhaps it’s time to expand how we create emotional bonds in our content marketing.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.