Written by: Vickie Sullivan | December 21, 2023
Spread More Joy: The Power of Positive Emotive Marketing
In the news business, the motto is typically, “If it bleeds, it leads.” Tragedy and bad news sell newspapers and get clicks, which translates into revenue.
Research reveals, however, that positive emotive marketing also influences consumers.
“Integrating joy into emotional marketing strategies can significantly amplify consumer engagement, cultivating a sense of connection and positive association with the brand,” according to an article in ColoradoBiz. “Eliciting feelings of joy in consumers not only enhances their immediate perception of the brand but also encourages long-term loyalty.”
What a breath of fresh air!
Move past the article’s focus on advertisements. Your content strategy can also include positive emotive marketing.
2 Tactics to Ensure You Include Joy in your Content
Here are my two favorite ways to insert joy and delight into your content calendar:
• Have a quota: It’s easy to get into “sound the alarm” mode and point out problems and challenges. Setting a quota for that type of marketing will ensure you have a balance of good and bad news. The ratios you set don’t matter; having a systematic approach that serves as a constant reminder is the difference-maker. Having a benchmark to compare against will keep you focused.
• Celebrate the wins: A lot of us have plenty to say about the twists and turns we endure. Think about how to promote the emotional side of the win. What did you learn about yourself? How did you change and grow? What do the benefits look like on the ground? Celebrating the joy of meeting the hard-earned goal can remind your marketplace that perseverance pays off.
Listen: Where to Find Good News
Yes, you are hired to solve problems. But that doesn’t mean your content marketing can’t be uplifting. As you develop your content strategy for next year, think about how to lighten up. Happy and heartwarming content can influence buying decisions, too.
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