The best online content is that which elicits emotion. It causes readers to feel something. Not only does this create a powerful bond between a content brand and its fan base, it also leads to viral sharing, which is the dream of all content marketers.
Keep It Positive
Common knowledge tells us that positive content gets more shares. It makes sense if you think about it: The most shared content is that which is humorous or awe-inspiring. Content that gives us hope, such as a powerful image, is more likely to be shared than something pessimistic or negative. Amusement, joy, a sense of belonging, surprise, affection, and excitement are all very engaging emotions.
The Case for Negativity
However, there is a case to be made for negative emotions as well. Although negativity doesn’t go over as well as positivity does, sometimes a very sad or frightening piece of content will go viral. This is because it triggers powerful emotions of empathy or concern.
Some studies have shown that anger is a good emotion for content. Of course, you shouldn’t make your audience angry at you. Rather, it can be very powerful to share content that causes some controversy and gets a discussion going. You might encourage people to rally behind a cause or engage in a debate about an important topic.
What’s that all about?
Finally, curiosity is a great emotion to target. When there is content that makes people say, “What’s that all about?” it’s sure to get some sharing. This is also true of titles for written content that pique curiosity.
Which emotions to target and how to go about targeting them all depends on your target market. The better you know their feelings and opinions, the easier it is to give them content that will stir their emotions.