The Heart Of The Matter...
I'm convinced – content marketers often underestimate the value of getting right to the heart of your audience’s problem. Sure, you cite empathy as important when asked and maybe you’ve included it in your content strategy, but you’re still creating boring, uninspired and formulaic posts that miss the mark and your reader’s heart.
If we’re being honest, I think maybe that’s one of the reasons many of us start blogging. There’s something immensely comforting about knowing your thoughts are out there for the whole world to read. You could kick the bucket tomorrow, but your words will live on, teaching, inspiring, and taking root in the minds of readers for generations to come.
Or at least that’s the idea.
What really happens, of course, is that you pour your heart and soul into a post, and no one seems to care. No comments, no links, no nothing. Yikes. We all have a strong desire for approval. The Power Of Likes study found that social media users were more likely to up-vote a pre-liked comment.
Simply this – stories are an effective way of conveying emotive content. When we think of social media, social business, marketing and business, it's easy to get tied up in things that don't truly connect us with our audience. We may have a bad case of the shiny object syndrome or even be an admitted data junkie.
4 million search queries per minute·
1,388 blog posts are published·
Facebook users share 3.3 million pieces of content
205 million emails sent·
400 hours of video uploaded to YouTube·
Twitter users tweet nearly 422, 340 times·
Instagram users post nearly 55,555 new photos
90% of our purchasing decisions are influenced by emotions. So, it’s very critical to engage with buyers online. You need to think about what emotion are you trying to create and then draft your story to support the emotion.
According to Scientific American: “Stories stimulating positive emotions are more widely shared than those eliciting negative feelings, and content that produces greater emotional arousal (making your heart race) is more likely to go viral. This means that content that makes readers or viewers feel a positive emotion like awe or wonder is more likely to take off online than content that makes people feel sad or angry.”
Obviously, tools, technology, data, analytics, methodologies, frameworks, pretty pictures, logos and even a healthy dose of shiny objects are required for success in business. However, the trick is to balance both tools and human connection. You must never lose sight of your goal, your mission and the desire to connect with the heart of your audience.
Dale Carnegie said: “Your purpose is to make your audience see what you saw, hear what you heard, feel what you felt. Relevant detail, couched in concrete, colorful language, is the best way to recreate the incident as it happened and to picture it for the audience.”
Find what makes you different. Then build your marketing, sales and internal culture around that differentiating factor. Get to the heart of the matter, the heart of your customer.