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Emotional content marketing

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Why emotional content is important in your marketing activities and how best to do it.

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Emotional content marketing

  1. 1. EMOTIONAL CONTENT brandjoe
  2. 2. WHAT EVERYONE ELSE IS UP TO
  3. 3. Whitepaper / report • Lead generation • Social conversation drivers •Truncated, repurposed content Infographics Blogs including 3rd party Webinars Social tools Meeting Take snippets of the report and tweet / update status, creating interest amongst target audience driving along the journey Presentation talking around the reports and how to action the information within your business Excerpt from report with full access after data capture Email data capture
  4. 4. HOW DID THAT MAKE YOU FEEL?
  5. 5. SHARING MOTIVATIONS To bring valuable and entertaining content to others To define ourselves to others To grow and nourish our relationships Self- fulfillment
  6. 6. PERSONAS OF SHARERS
  7. 7. I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated that I had been thinking about her. “ “ Altruists
  8. 8. I share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers. “ “ Careerists
  9. 9. Sharing is actually part of who I am. “ “ Hipsters
  10. 10. When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark. “ “ Boomerangs
  11. 11. I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch of friends and we turned it into a girls night out. “ “ Connectors
  12. 12. I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them. “ “ Selectives
  13. 13. Joe Edwards Head of Strategy Brand Engage Joe.edwards@brandengage.co.uk @brandjoe +44 (0) 1753 866 444 CONTACT DETAILS
  14. 14. Psychology of Sharing: A study by the New York Times (2011) Emotional wheel: Robert Plutchik's Wheel of Emotions All images taken from various photographers from Flickr Front page: Screen shot from Lock stock and two smoking barrels (Guy Richie Movie) CREDITS

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