Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why People Buy as a Result of Content Marketing
Posted on January 25th 2014
The idea that people buy your products and/or services as an emotional reaction is not exactly true. To say that people will not buy anything from anyone if they are not touched in some way emotionally is true. However, at the end of the day, when it comes to the decision to actually purchase, it is rarely a purely emotional decision.
How it aligns with content marketing
When it comes to using content marketing to reach you target audience on an emotional level, it is extremely important to understand the impact that your words have on your audience and to understand clearly exactly how the mix between emotions and logic figure into your relationship with those clients and prospective clients. That is not to say that you, as a business owner, should completely forget about the emotional element in the relationship/selling process. It certainly does carry a great deal of weight. However, it is also very important for you to give credit to your customers where credit is due. They are not purely emotional beings. They also have the ability to think and make decisions logically.
You must prevent your clients from feeling manipulated
If you have any doubt whatsoever that the possibility exists that your target audience may feel manipulated if you try to reach them solely on an emotional level, think twice. If you discount the idea that they are not logical, thinking beings, you will be shooting yourself in the foot. It is critical to your professional success that you understand how important it is to include both the emotional and the logical aspects of the person in your consideration.
Gearing your content marketing to include logic and emotion
Once you understand that your content marketing materials must include both the logical and emotional aspects of your target audience, you will be able to write extremely powerful content marketing materials that will positively affect your audience and cause them to want to interact with you. You will be on your way to building a fortified relationship that will stand the test of time. Once you have been able to grasp that concept, you will be able to structure your content marketing materials so precisely that they will produce amazing results.
The impact of content marketing
Content marketing is very different than other forms of marketing and in certain respects, it is more powerful. You can take your content marketing and you can send it to the right people. There is no limit to the number of people to whom you send your materials either. Because of the nature of the Internet and the way that you transmit information, your business can essentially sell your offerings around the clock (24/7). That is especially effective if you are marketing on an international level. In that situation, the time differences around the world are irrelevant.
The possibilities are endless
One of the many reasons why content marketing is so important and so powerful for business is because people will always be driven to learn about another person’s products and/or services and they will never actually come to that business owner to obtain the information. They will always ask other people or do the research in some other indirect manner. Of course, one of the big challenges is getting those people in touch with the information that you want them to have. Once you have managed to achieve that, it will be time to take the logic and the emotion of the other person into consideration all at once. You must engage them. As always, it will be a matter of being able to solve their problems. The WIIFM (What’s In It For Me?) concept will be just as important as it always was. It can never be about how great you as the business owner are. It can only be about your ability to solve the other person’s problems. If you are not able to do that, they will undoubtedly turn to someone else who can. There are several steps about which you should be aware when it comes to this process.
Awareness: Before you can have any chance to do business with the other person, you must make them fully aware of your offerings. This will elicit and emotional reaction in the other person. The person will read your content marketing materials and they will feel something. It is important for you to understand how your audience will feel (or at least have some idea) as a result of the materials that you share with them.
Making a connection: Once you have made your target audience aware of your brand and all that you can do for them, you will need to connect with them on a deeper level. That connection will carry on in your relationship and it will grow stronger over time. It is very important to connect with the other person on a human level. It is critical that you share your story with them. They will be able to relate to that personally.
Building your relationship: You will continue to build your relationship and you will establish credibility and trust. That relationship will be built using a combination of logic and emotion. You will be able to leverage both aspects of the situation.
As a business owner, it is extremely important to consider the logical and the emotional aspects of you target audience. It is also critical that you speak to both of those aspects and respect your target audience enough to understand that they are capable of making sound, rational decisions that are well thought out and appropriate. Often, if content marketing materials cause a business to fail, it is because one or the other is lacking. Hard work and dedication are certainly part of the mix but your thinking must include logic and emotion as well.