If you're responsible for your company's digital marketing strategy, it's critical that you grasp not only what emotional intelligence is, but also how it can make your promotional initiatives more impactful. Emotional intelligence is about reaching people through social media and Google search, engaging their interest, connecting with them, and prompting them to act. When done properly, it can be the difference between going viral and attracting little, if any, interest.
It will help if your company employs people who themselves have emotional intelligence, a quality that manifests itself in characteristics such as curiosity and empathy. This is critical because people with emotional intelligence have a good feel for how people respond to the situations they encounter. They also tend to be skilled decision-makers as it relates to creative marketing campaigns, content marketing, and other online marketing efforts.
What follows is a look at important emotional intelligence factors for contagious content -- so that you can create more effective, compelling content that will resonate with your audience.
This factor relates to content that provokes an emotional response from your audience. An example would be a human-interest story involving a vicious hurricane that decimates a town, damages homes, and leaves thousands or tens of thousands of people homeless. Another example would be content that offers motivational tips that resonate with your audience. When it comes to your digital marketing, you want to trigger an emotional response. You can do this via human-interest and motivational content that ties into your business focus.
This one is largely about appearances since, when done well, it will make your company look good. What does this mean for your digital marketing efforts? It means sharing content. For instance, an authoritative article on an important topic, that you're confident will greatly interest people in your sector. Sharing relevant, current, and must-read content from thought leaders, your company will benefit. As a result, gain a reputation as an organization whose shares bring value.
People tend to relate to stories...that is, stories that are told in a compelling way. For example, your digital marketing campaign might include covering a topic that wouldn't usually attract a wide audience. Try to whet appetites by kicking things off with an attention-grabbing story. Thus, drawing people in and keeping them engaged.
In order to use this emotional intelligence factor, you have to ask yourself how your content will benefit people. Once you've determined this, decide whether to present the content in the form of exhaustive studies, video tutorials, or even how-to guides. Figure out your target demographic, mull over what you want to tell them, and choose the best medium for this.
This emotional intelligence factor relates to how you safeguard your brand and your public perception. In other words, ensure that your content steers clear of a controversial or confrontational tone that can drive away your audience or leave them with a negative perception of your company. While there’s room for taking a stand, it’s best to leave politics out of your digital marketing strategy.
You’ll get more out of your digital marketing strategy if you understand emotional intelligence and how you can harness it to get your audience to respond favorably. As you consider the aforementioned emotional intelligence factors, determine how you can use them to further your online marketing objectives.
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