Making emotionally connecting content

Every business has a story to tell, and each is looking for ways to best tell that story to existing potential customers. It’s no longer enough to boast about sales figures, or audience reach. It’s about connecting with the customer on a more emotional level.

These days, marketing content is moving beyond the factual toward establishing personal connections with the audience. Look at how Wells Fargo is expanding its audience reach with its “Wells Fargo Stories,” a Web channel dedicated to telling stories of its employees, communities and brand values. The instrument of Wells Fargo’s effort is compelling narratives that connect with the customer, and inspires brand loyalty.

Such content is designed to engage and educate an audience with a “tell, don’t sell” approach, even if it means tugging at the heartstrings, like this holiday-themed content from British retailer John Lewis two years ago:

Making that emotional connection means understanding the customer’s needs. It helps to focus on this when creating an effective marketing narrative plot that would relate to the customer’s feelings and desires. Like, say, the retailer wants to take customers on a nostalgic trip to the childhood anticipation of Christmas morning. It’s important to consider the target audience when deciding how to structure the marketing content.

Since marketing narratives are stories, they should have a beginning, a middle and an end. It should be easy to follow and to understand. The narrative should also be as unique as the product or brand. It should stand out from the competition. The John Lewis content stands out because it was emotionally engaging, so much so that the retailer’s holiday marketing content has become a seasonal event in Britain.

Tell us what you think about marketing content that makes an emotional connection. We’d like to hear it.

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