The Internet has fast become saturated with content…blogs, slideshares, videos, infographics, you name it, and it’s being consumed  – 27 million pieces worth…being shared each day (AOL & Neilson, 2012).

After all, consumers have turned everything else off. They forward their DVR’s through commercials, have spam filters on their email clients and Do Not Call’s on their phones. They have basically tuned Marketers out. 

So, how does one break through the clutter and actually connect with potential prospects? The bigger question is, how do you create an emotional connection with them?

It’s one thing to watch a slideshare or read a blog and learn great tips or stats.  It’s quite another to elicit a tear or a laugh. They both might garner a social share, but the person who responds emotionally has a connection which is much deeper than another who might have learned a tip or two. That connection lives on because it resonates on an emotional level. Granted, much of this really depends on the product, service or brand one is marketing. After all,  it’s difficult to pull at the heart strings of someone about a software solution. But, it’s amazing what can be accomplished with some creative thinking and storytelling.

Here are 5 tips on how to create emotional connections with prospects using content:

1.) Use Online Video – What they say is true – a picture paints a thousand words. There is no medium more powerful than video to tell a story. After all, 90% of the information that comes to the brain is visual (Zabisco, 2011). Prices for video cameras and editing software have dropped significantly. If you have a seasoned Head of Marketing in house with video experience, then you can hire a young creative kid out of film school and produce video in house (using Final Cut on a Mac with some ramped up memory and external storage). Video gives you the ability to create emotion unlike any other medium.

2.) Tell People Stories – Many moons ago, I used to be a television producer and when I was learning the ropes, one of the first things I was taught was that people relate to people and want to see and hear their stories in others. Find people and ask them to tell their story and share their plight on camera. These stories can be in the form of blogs, slideshares, podcasts or videos. These don’t need to be complicated; very simple stories can be powerful. Here is one about a woman whose life was changed by meditation after her daughter was killed in a car accident. I produced it for a former client of mine named Tara Brach (a leading Buddhist Meditation Teacher) for a content marketing strategy I was working on to help generate brand awareness around her name and a new book she was writing.

3.) Add Music to Your Content – Music creates emotion and spirit.

4.) Details – More often than not, when we watch a movie or a television show, we are usually so caught up in the drama of the show that we aren’t really paying attention to the details – to the sound effects, lighting etc. It’s often these little details that make a big difference in creating emotion when putting together a slideshare or a video. In an effort to save money, we often purchase very inexpensive images from companies ( for example)  and then add sound effects to bring them to life. With some thoughtful writing and creative ideas, it’s amazing what one can create. Take a look at our latest corporate slideshare for example.

5.) Let Your Content Breathe – Sometimes less is more.

70% of consumers say content marketing makes them feel closer to the sponsoring company (Content Marketing Institute). This is a very telling piece of data. 

Use these tips to help create an emotional connection between your brand and your audience. With each emotional connection you create, a brand ambassador is born. Before long, your  audience will be doing half  of the marketing for you.

If you have any questions about creating emotional connections using content, leave a comment and I will try to get right back to you. 




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