Emotions as the most important currency for content marketing

Content marketing remains one of the most important marketing disciplines in 2017. The amount of content that users encounter in their everyday lives is becoming ever larger and more confusing. Unseen in the masses, the best content remains worthless. Brands can change this by clearly aligning their messages with users and offering them relevant content with added value. In the coming years, the key will be to focus on emotion at the right moment - in terms of content and situation - because the more relaxed the situation in which users find themselves, the more receptive they are to interacting with brands, according to a recent study by Yahoo. They are also open to content communicated by brands, especially when shopping and traveling. These so-called "seamless moments" understand the situation, the context and the emotional connection in which a user consumes content. At least 50 percent of these moments take place during second screen use on the mobile screen and offer real added value, as they reach the user at the right time with the right content. In order to address the right content to their target group, marketing experts should therefore consider the emotional and situational context and take a close look at their usage behavior.The checklist for emotional content marketing:1. what data is available for evaluation?2. which display and which channel does the consumer use to call up content?3. does parallel second screen use take place on the mobile screen?4. in which moments and during which activities is the user engaged when he calls up content?5. is the user emotionally involved?6. what characteristics does the content have to touch the user emotionally?