What’s Trending: The Role of Emotion in B2B Content Marketing

October 19, 2018

Happy Man Listening to Music

In a post at MarketingProfs earlier this year addressing misperceptions about the role emotional drivers play in B2B decision-making, Tamar Weiss cited this great quote from neuroanatomist Dr. Jill Bolte Taylor: “Most of us think of ourselves as thinking creatures that feel, but we are actually feeling creatures that think.”

Weiss was making an important point in that piece: whether B2B or B2C, “the end-user is a human being, and in the end all human beings are emotionally driven.”

I second that emotion!

As the holiday season season approaches, along with all the warm and fuzzy feelings it tends to entail, now is as good a time as any to refocus on the emotional impact of our content. Evidently I’m not the only one of this mind, because over the past week, there were several articles on the subject from various authors around the web.

Below, we call out a few of our favorites, as well as other trending insights and guidance to help marketers succeed. I can’t promise you’ll laugh, or cry, but I feel confident you’ll learn a thing or two.  

What Marketers Were Reading and Sharing Most This Week:

1. How to Generate Sales by Triggering an Emotional Response from Your Customers

What are some specific ways in which content creators can elicit feelings from their audience? Neil Patel delivers the goods, showing how we can build trust, create FOMO, inject humor, and more.

2. How Emotions Drive B2B Purchase Decisions

Sharing an excerpt from his new book, Building Brand Experiences, Darren Coleman explains the deep seated origins of emotional decision-making and why B2B marketers can’t ignore it.

3. Why B2B Marketers Should Shift to a Conversational Voice and How To Do It

One of the simplest things we can do to build an emotional connection with our audiences is speaking to them in an authentic and human way. Here, Michael Brenner lays out the keys to simplifying language and writing conversationally.

4. A Primer to Boost Your Content’s Readability

One of the major imperatives covered in Brenner’s article above was readability, which is the central theme of Steve Linney’s step-by-step guide at Content Marketing Institute. These principles can be applied to marketing copy of all types.

5. 18 Must-See Video Marketing Secrets & Insights

Video is among the best ways to establish emotional rapport with a B2B audience. Lisa Buyer offers up some creative ways to use this medium on social media and beyond.

6. If Vegan Donuts Are Commonplace, Offer Vegan Cinnamon Rolls

We’ve argued in the past that the element of surprise is vital for driving emotional engagement. People are more likely to be drawn toward something different and unexpected. At Copyblogger, Stefanie Flaxman shows how small changes can make something seem a lot more special.

7. What Are the Characteristics of High ROI Marketing Teams?

In this excellent piece for Marketo, Jordan Con dives into data from the new 2018 State of Pipeline Marketing Report and highlights consistent traits of top performers. Among them: aligning marketing goals with broader business objectives, practicing account-based marketing, and using multi-touch attribution.

8. How to Create a Content Marketing Plan Using LinkedIn

Which components and tactics come together to create a comprehensive LinkedIn marketing strategy? Tim Queen covers all the bases, and drops in plenty of examples to show how it’s done.

9. Six Focus Areas Keeping B2B CMOs Up at Night

Tough to disagree with any of the items listed here by Matt Heinz. These are generally good areas of focus for any B2B marketing leader looking ahead to 2019.

10. What Content Marketers Need to Know About Search in 2019

Speaking of 2019, what should us content folks be aware of when it comes to SEO in the coming year? Integration, keyword variations, and intent cues are among the top trends discussed by Ann Smarty.

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