Using neuro-powers in content marketing to achieve authenticity and emotionality
Using neuro-powers in content marketing to achieve authenticity and emotionality
"Content is king" has become a guiding principle for marketing managers and brand managers in all industries. Content marketing is therefore also at the heart of digital transformation. This is because high-quality content enables a consistent customer journey, can be published across all channels and retains customers in the long term. By using appropriate software solutions - such as a central content suite or self-learning digital experience platforms - companies can establish integrated cross-channel commerce and, together with other data, share content consistently across all systems and touchpoints.
Knowledge transfer and entertainment combined
The aim of content marketing is to provide customers with exactly the information they are looking for. The content can impart knowledge, but it can also be entertaining. Consumers' attention must be captured and, in the best case scenario, readers will return to the content repeatedly. There is no aggressive advertising for a brand and the dialog with customers must appear authentic. If readers were to have the impression that it is exclusively advertising, they would lose faith in the quality of the information. To achieve this, the content is tailored to the target group, which creates a pull effect and customers actively access the offers.The findings from the field of neuromarketing can be used for content marketing. It has been proven how much influence emotions, values and beliefs have on the purchasing behavior of consumers.
The importance of emotionality
Emotionality is important in content marketing so that potential customers build a relationship with the brand. The aim is to strengthen the bond with the brand through rational and emotional appeals. If the brand can be assigned an emotional meaning, then the incentive to buy increases.storytelling is an example of how emotionality and authenticity are used in content marketing. Brand stories are a forward-looking way of presenting the benefits and background of the brand. First of all, the facts for the story must be collected and organized. The storytelling should be emotional, exciting and authentic and the readers or listeners must receive information and at the same time be addressed on an emotional level. Learning and identification processes take place. The focus should not be on the service or product, but on the business idea and what it stands for.Emotional stories are about people, not primarily about products - and an inspiring story is always bigger than the company itself. An idea is perceived as an exciting innovation if it solves a problem that many people have. It is usually effective to tell customer stories, especially when a dramaturgical development of the user in connection with the company, the brand, the service or the product is made visible.
Moving images are gaining in importance
In addition to high-quality texts and images, the moving image medium is becoming increasingly important as the third pillar of comprehensive content marketing in terms of total content management (TCM). More and more companies are therefore turning to video content marketing or video marketing for their digital customer approach: moving images have a very special effect and have the potential to keep users or customers visiting a website for a long time and invite them to come back. In the context of brand communication, videos can draw the viewer into the brand and product world with suggestive power.* Marco Englert (MBA) is a manager, consultant and coach who focuses on management innovations for the sustainable control of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director Strategy & Digital Transformation, he is responsible for modeling and implementing management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist for brand communication, online marketing manager, digital sales manager, employer brand manager and manager for agile organizational development (Quadriga University).** Dr. Anabel Ternès is the founder of several tech companies. She is committed to future orientation and digital competence. Anabel Ternès is also CEO and founder of Get Your Wings gGmbH, board member of NFTE Germany and mentor of StartupTEENS. As Managing Director, she heads the Institute for Sustainable Management (IISM), is a speaker, expert and author on digitalization and holds a professorship in e-business. Anabel Ternès has many years of management experience in business development at international companies.
