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How to Create Emotionally Engaging Content

Being memorable: Tips for highly-engaging pieces

Note: Click here for part two of this article.

When was the last time that an article made you skip a beat? When did it make you laugh uncontrollably, shed a tear, or caused you to sit back and ponder the topic at hand like a philosopher?

Here’s the truth: A good website is filled with useful content, but a great website is filled with engaging content.

Emotional engagement allows readers to connect and relate to you much more deeply. This, in turn, enables you to know their needs and wants almost as if you knew them in person – at last to some degree.

Where you take your followers after that is completely up to you, whether your ultimate goal is traffic, sales, or simply a genuine interest in making the world a slightly better place.

Let’s explore some of the many things you can do to create emotionally engaging content.

Relate to Your Audience… Truly

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It’s nearly impossible to emotionally engage with anyone if you don’t know where they’re coming from.

Now, I must stress the fact that blogging about niche subjects is not enough. Churning articles about the dog training niche might get dog owners interested, but you really need to dig much deeper to establish something more meaningful.

What does your audience love and dislike with a passion? What are their fears? What about their common problems? How can you put them at ease every single time? These are just a few questions to always keep in mind.

Bloggers and marketers: Have you ever visited one of those long sales pages that sell a product with an “easy payment” of $47? Before showing you a price, the copywriter first gets in your shoes by disclosing how he, too, was just an “unconfident newbie” without any prior experience about XYZ.

Then he goes on to explain how this “one weird trick” was able to help him – and he knows you’re going through the same, exact thing.

By the time the sales letter is over, you two have connected so well that you are far more likely to buy the product. Why? Because you could relate; the copywriter knows exactly how to speak to his audience.

Get Personal and Ask Questions

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You already know that your content should always be about your audience. However, there’s more to it than just addressing their main problems, and this is where emotionally engaging content comes in.

You see, people are inherently attracted to self-indulgence. We typically love to talk about ourselves (generally speaking, of course). We strive to be acknowledged and recognized in some way – and this often applies even to the most socially introverted people.

Get your audience to talk about themselves whenever possible. Don’t just ask a question at the end of each blog post, but rather introduce several open-ended discussions throughout your article.

In addition, give more weight to such question by not making them feel like an after-thought. For example, regarding a dog-based blog, your final question could say:

“Here’s what I want you to do, if you don’t mind: Send me a direct email and tell me exactly what your biggest concern is. It doesn’t matter how big or small it is; whether your dog refuses to sit or has had some unrelated health issues lately, I’d like to hear it. And if you don’t mind, feel free to even send in a photo of your beautiful companion – I’d love to virtually meet the little guy. I will be sure to provide you with the very best advice I can.”

Can you see how much more emotional this is? You’re allowing your readers to finally pour their heart and soul into their responses. Maybe they have a lot of things bottled up inside, but their real-life friends just can’t relate because they’re into different professions.

Practice getting more personal and ask important (non-invasive) questions in your blog posts and through your newsletter. Your loyal followers will love you.

Draw a reaction

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If you can successfully draw a reaction, then rest assured you are producing emotionally engaging content that truly matters. You may do this in a variety of ways such as telling a deep, thought-provoking story or even just injecting some humor into your posts.

Even if your life has been relatively mundane as of late, think back to an experience that happened over a decade ago and relate it to your content, if possible.

How was life when you visited a developing country for two weeks? How did that prevent you from working efficiently? Don’t just talk about your little financial misfortunes, though – what type of emotional issues and concerns did you notice during your stay? How has this visit made you appreciate being able to work from a developed country? What genuine piece of advice can you offer to those who are planning to travel?

The point here is to be human and milk every little detail out of every single situation. Make everything count.

Make people laugh, cry, deliver shock, and/or open their eyes to various realities directly related to their interests.

There is a reason why most TV commercials use humor, after all – particularly those that air during the superbowl. Reactions are simply memorable.

To be continued…

I’d like to keep exploring this topic a bit more, as connecting with your audience emotionally is one of the most important things you should do as a blogger and business owner. Feel free to leave additional tips on creating emotionally engaging content in the comments section. Thanks!

Don’t Miss:

How to Create Emotionally Engaging Content (Part 2)

Search Engine Optimisation: The Shift To Engaging Content