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Mike Lieberman, CEO and Chief Revenue ScientistFri, Sep 12, 2014 5 min read

6 Tips For Creating Emotionally Charged, High-Quality Content

462989283Humans are emotional creatures with a thirst for knowledge, and quality content should appeal to both of these aspects. When you're developing a content marketing strategy, it's important that you think intently about who your audience is and how to play on their emotions without sacrificing the value of your posts. Here are six essentials to help you get started.

1. Don't be afraid of videos.

Visual stimuli have an impressive ability to play our emotional chords and increase conversion rates. Videos enhance our comprehension, retain audience attention and teach lessons faster than most other mediums. Humans are built to learn visually, so your content marketing tactics should include ways to tap into this vast visual resource.

2. Include memorable designs.

Your audience is bombarded by content day in and day out. In order to cut through the meaningless chatter that's drowning out your message, you need to create something memorable. Play with color palettes that are attention-grabbing and use unexpected images to intrigue readers. Surprise, in many cases, is the most powerful emotion-eliciting experience; when it's used properly, it seals your quality content into the memories of your audience.

3. Use headlines with powerful words.

Never underestimate the power of the headline. It's your job to craft excellent headlines that lure your audience to continue scrolling. Think of your headline as a way to set your readers up for what they're going to find in your post. Make it titillating and intriguing so your audience can't resist clicking.

4. Segment your readers.

Segmentation is a key facet of content marketing. If you have a range of people you're trying to target, a single message may not be powerful to all of them. By segmenting your audience, you have the opportunity to tailor messages that play on the right emotions in the right audiences, rather than trying a blanket statement that simply isn't strong enough for everyone. Remember, "one size fits all" is usually more accurately described as "one size fits none."

5. Tell a story.

People love a good story. Each piece of content you create is a chance to tell a story that appeals to the deep emotions of the audience – the pains they're feeling, the things they like, the things they hate and the things they want. Storytelling is an important part of quality content development and marketing.

6. Think about your formatting and CTA placement.

Quality content must be structured well – proper page and text formatting is essential. But all the elements of your page also need to be in the right places – otherwise, you run the risk of turning users off and sending them packing.

The CTA is the culmination of all your efforts, so it should be placed as such. You've told your story, you've built an emotionally charged piece, you've used video to really engage your reader…now you need to seal the deal.

Place your CTAs where your emotional messages are at their strongest points, encouraging engagement and conversion. Just remember that everyone is reacting in their own way to your content, so ideal placement varies based on who your audience is. CTAs work well throughout your content, used as often as necessary. Some emotional points resonate strongly with one segment of your audience and not at all with others. By strategically placing your CTAs, you make it easy for your users to convert whenever they’re ready.

Start Today Tip: It's not easy to know how readers will react to your content. But smart content marketing doesn't require you to know the reactions of your audience – it just requires that you know your audience. When you establish their triggers, what they like and what they dislike, it's easy to craft quality content that plays on their emotions and gets them to convert. All it takes is a little practice.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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