The latest anticipated summer movie from the acclaimed animation studio Pixar isn’t only for your family. It also has valuable lessons for your e-business.
Inside Out features five emotions (Joy, Sadness, Anger, Fear, and Disgust) that exist, personified, inside a girl’s mind as she grows into adolescence.
Despite the power of these emotions, many marketers completely neglect a prospects’ feelings in their B2B content marketing. And the inability to connect on an emotional level turns away potential customers as a result.
Movies make a great example here because movies are storytelling. Since humans first gathered around the campfire, stories have been a way of eliciting emotion. Similarly, you want to tell a story with your B2B content marketing to make your prospect feel. Tell a story of what your product does for them. A story of who you are as a company.
High-quality pictures and videos on your website help your potential customers understand how your products represent a solution to their problems. Visual imagery is a great way to tell a story and connect that tale to emotion. Another example would be to show your prospects how they themselves will feel after their problem is solved. Other pictures and videos are great for representing the feelings of your brand, whether you are sleek and professional or casual and homey.
Of course, the text of your B2B content marketing tells stories as well. Blogs and editorial content are especially effective at conveying your voice and humanizing your brand. Blogs especially give you a chance to connect with your website visitors and show them that there is a real person behind your business.
Case studies and testimonials are two types of B2B content that are narratives at their core. A good case study or testimonial shows who had a problem and how your solution resolved the issue. That’s classic storytelling at its core – the protagonist who overcomes an obstacle. Whether dealing with inspiration or happiness or pride or relief or fear of failure, you engage with your prospect more when you relate to their emotions.
These are just a few examples of B2B content marketing that tell stories and communicate your message in emotional terms. Which of types of content you choose to deploy is up to you. But whether you want to express the value of your product or the values of your brand, we all have emotions inside our minds. Connect with those emotions, and your content improves exponentially.
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