USING EMOTIONS (TOOL) IN YOUR CONTENT
Here's a good content strategy tool for building effective online video content.
Video communication strategies however are currently mostly being built from the bottom up; meaning that stories using online video content are being told without necessarily fitting in the incredible reasons to be social around video or the incredible capabilities of video in social networks.
Content Strategy Tool Content Strategy Tool: highlighting the key emotions within video content that withdraw appeal (dotted lines) and key emotions within video content that create appeal (green lines).
Why An Emotional Content Strategy Is Crucial
More recently than ever content strategies have looked to matching up with the strongest psychographic interest groups in order to obtain the right communication(s) and audience(s), but there's a lot of share-pushing rather than share-pulling with video content especially that audiences have no preference on.
Preference is important in a content strategy today; whether it be a preference that's a bespoke call to action product by product (Adjust Your Set product CuePoints) or a preference of choice by viewers (social media in general) or direct communications to specific niche groups catering for audiences preference by preference (specialist broadcast networks particularly); it's all down to giving an audience more of the right preferences more of the time and to do that you need a content strategy of elaboration.
Whichever your use of preference within video story telling: ROI and reach are the biggest denominators to successful strategies. In order to deliver on this (courtesy of Ehrenberg-Bass research) we've created a content strategy tool above to help you clearly identify what emotions help elaborate the right preferences for any audience. The benefit of this is more inspiration to act, pay more attention, share, advocate and join in.
How To Use Content Strategies More Effectively?
In order to use this tool effectively, video strategists must create stories that are able to stretch to the full emotional spectrum within the content strategy tool above. This enables every content strategy to target, re-target and recreate itself into an alignable communication that audiences can themselves align deeper and deeper within... this is a content marketing agency at it's finest.
The bottom line is this though: Online video content is an entertainment industry and it's exactly content now that is able to increase the legend of your brand later.
The most important use for the content strategy template above is to increase the video responses you receive from customers themselves, because this increases the value of the original communication (FOC) and is to all brands - the holy grail of user generated content.
Native advertising (advertising within content of content) has been a big talking point recently and with this brands must realise that advertising is solely a placement and successful placement relies on the most placement opportunities possible. So by identifying key emotional appeals from within the tool above and elaborating on relative emotions within the content strategy there is potentially more ROI and reach than advertising alone.
Here's the bottom line: Nobody likes being sold to so a brand logo is therefore idealy an effective native cultural semiotic within content. As a culture semiotic the brand logo is a perfect reference point (especially within tribes or creating tribes) for cultures to take preference. So by using emotional contexts with branded placements in a 3:1 ratio is a key way to develop audiences that 'get' your story (via brand association) more than the symbol itself is perhaps worth alone.
Tips For Using The Content Strategy Tool:
- Build content with the aim to 'pull shares' from all angles and from the bottom up,
- Utilise key audience preferences from word go, whether that's making the most of:
- Key trends,
- Key crowds,
- Product specific communications.
- Build in formats and opportunities of content elaboration to fully benefit from content,
- Identify legendary opportunities to entertain,
- Acknowledge audience responses,
- Use broad emotional contexts to align brands as key symbols of essential cultures more effectively.