Why You Need an Emotive Brand Content Strategy

As PJ Pereira, the creative chief from Pereira O’Dell says:

“The premise for branded content is to assume that you can’t buy the consumers’ time, and that you want them to give you their time (eagerly).”

Branded content can come in many forms including:

• Articles, videos, podcasts, events and more often focused on sharing industry stories

• Content that shares the “why” behind your brand or showcases your brand values

• Product stories

• Stories from experts in your industry about your product

• Testimonials and reviews from real-world clients/customers

But regardless of the mode of delivery, the goal for a branded content strategy is the same: move people from consideration to the buying phase of the marketing funnel.

What’s the difference between Brand Content and Emotive Brand Content?

Emotive brand content is the next level of a branded content strategy.

If the goal of a brand content strategy is to move people through the middle of the marketing funnel, the goal of an emotive brand content strategy is to move them there faster and with greater enthusiasm for your brand.

While brand content will help drive sales as a part of your overall marketing strategy, adding emotion can significantly reduce the amount of time your audience spends in the consideration loop. Instead of comparing you to everyone else, emotive content can make you seem incomparable.

When done well, emotive brand content skips the overdone clichés, obnoxious salesmanship, and redundant messaging in favour of something exceptional.

Why you might need an Emotive Brand Film

Emotive brand films are feeling-filled videos that create a deep bond between you and your audience, driving consumer loyalty and passionate advocacy for your brand. Using compelling visuals, music, and messaging, an emotive brand film puts a spotlight on the core of your brand values and solidifies your brand identity in the mind of your audience.

While brand films aren’t new and you’ve likely seen quite a few over the past few years as video marketing has exploded, it’s unlikely that you remember most of what you’ve watched

Emotive Brand films are unforgettable, though.

The best ones shake something loose inside you and force you to pay attention.

If you have a value-based business or organization, an emotive brand content strategy can be much more effective for driving outcomes than one that delivers messaging that’s informational but not compelling. Today, video is the single best way for modern businesses to reach their target audience but for heart-led businesses leveraging honest emotions in your content strategy is a must.

Those talking-heads videos may serve a purpose for brands that want to communicate something basic, but they are a far cry from the engaging power of an emotive brand film.

What can an emotive branded content strategy do for your business?

Emotive brand content bounces around in your brain and refuses to be forgotten.

While an organic content strategy typically features day-to-day content that offers smaller snippets of your brand’s vibe, emotive brand content tends to be more complex in scope, with more time spent in the strategic planning phase.

It can be delivered in bite-sized nuggets, with pieces curated to match different marketing channels, but emotive brand content—and emotive brand films in particular—aren’t specifically designed for our itty-bitty attention spans. Instead, they offer something MORE. Deliberately meaningful, they stand in contrast to today’s 3-second video trend.

Emotive brand films and emotive brand content as a whole are a way to cut through the noise of meaningless online content right to the heart of your ideal clients so they stop and take notice.

They don’t sell; they captivate.

Final thought

Whether your emotive brand content entertains, deepens understanding, builds confidence, inspires, motivates, or anything else, building your reputation with emotion-based branded content is an opportunity to reach the right people in a way that will resonate with them far deeper than traditional sales-y marketing content can.

As the video team at Boldly aptly points out:

“Nobody likes to be sold to and most consumers can smell advertising from a mile away. If a company is able to produce a piece of content that is worth the consumer’s time, then they are on the right track to captivating that audience.”

Not sure where to start creating an emotive brand film for your business? We can help!