Emotions are a content marketing tool which SEO’s today can’t overlook. How we feel about a company determines whether or not we are compelled to share information about them and whether or not we bond with their brand.
This is especially true for companies which offer intangible merchandise, such as services. Selling intangibles is based on trust. You can earn that trust through emotional ideas presented through your digital content strategy that are shareable or by incorporating fear into your web content as a means to create an affiliation with your brand.
Did you know? A recent study suggested we’re only capable of 4 basic emotions:
- Anger / Disgust
- Fear / Surprise
Each of these four basic emotions have their place within SEO content strategies for promoting businesses. Consider the following three ways you can incorporate these emotions into your website content strategy.
1. Feelings are Trusted First & Thought About Second
The emotional aspects of our brain process information in 1/5 of the time it takes our cognitive processes to assimilate the same information. We immediately experience elation before we’ve had a chance to acknowledge or evaluate content.
Emotions are directly related to our evolutionary development. Auto-detecting emotions are hard-wired into us. We have learned to trust our emotional aptitude. Those instincts are what keep us safe and motivate us to share events or information with others.
Incorporating emotion into web or Facebook content strategy provides an incentive for visitors to convey your content to family, friends, and associates.
2. Happiness Inspires Social Sharing
Positive articles and images stimulating emotions are trusted and shared more frequently. Affirmative content makes us feel good, compelling us to express our elation to others. This exchange of energy intensifies our pleasure.
Remember the last time you shared a crazy cat video or upbeat story with someone? How did you feel after you pushed Send to email the link?
Selling intangibles is accomplished by developing the premise of trust to establish client relationships. Incorporate upbeat and affirmative ideas and stories when creating a content strategy. Positives are more likely to stimulate site visitors to share this content with others.
3. Safety Inspires Brand Affiliation
People who watch films which incite the feeling of fear experience a closer association with a brand presence (when there are no people nearby with which to share the event). Individuals who watch fearful movies encounter stronger brand affiliation than if they were watching films which evoke sadness, excitement or happiness.
Insurance companies create commercials involving auto accident scenarios to promote their policies. Fire safety equipment companies develop advertisements in which disaster is averted by using their solutions. Alarm companies introduce their merchandise as remedies for home or business break-ins and invasions. They are all using fear to sell their products.
In each instance, the premise of injury and loss are used to incite fear within the potential client. Fear motivates viewers and readers to correlate a solution with a company and enforces their brand awareness. If it is applicable to your company, use fear when developing a content strategy to create bonds with potential customers.
Emotions Gain Trust and are Excellent SEO Content Strategies
Don’t underestimate the power of human instincts. They motivate us to pass messages to others and create strong emotional connections to brands. Provide site visitors with a reason to trust your product or bond with your brand and your marketing efforts become a whole lot easier.
Introducing heartwarming stories into your arsenal of SEO content marketing tools provides site visitors a reason to share with others. In the right setting, inciting fear in your articles (where applicable) can create strong brand associations.
Reputation Marketing is also an important strategy to consider if you’re looking for more business leads. For more details on emotional content strategies for marketing your services, contact 1st on the List today at 1-888-262-6687.
Check out some of our other recent SEO Content related articles: