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Engaging content is all about emotion

Instil your healthcare content marketing with enough emotion to move your prospects to take action.

During a recent conversation with a prospective client, I was asked “what is engaging content?”. My initial response was to assert that engaging content is informative content, while that is true, in hindsight I do not think that is accurate, so in this post I will discuss why engaging content is all about stirring an emotion.In our daily role, it is often easy to make one of the biggest mistakes in marketing, which is to under estimate our target market. Sadly, this is often the case when creating online content. Too often, marketers focus on systematic algorithms such as SEO and forget the good old-fashioned ‘human touch’. 

Emotions stir action

That isn’t to say we shouldn’t respect the systematic element; far from it. But we must remember that, ultimately, our prospects are not robots. Emotions stir humans to action well before logic makes its appearance, so healthcare content marketing is no different to ‘The Lad Bible’ in this respect. 

What makes a user choose your content?

What does make it different, however, is the audience in question. Before getting down to specifics, let’s consider the main reasons people browse in the first place – before choosing content:
  • Inspiration
  • To keep updated/connected socially
  • To find specific information
  • To be ‘in the know’ in general
To establish what kind of content you want to create, you must first know which of these reasons are most appropriate for your audience. That means you must understand the audience’s demographic. For pharma and healthcare, this would comprise both medical professionals and the wider public (i.e., patients). What have they all got in common? How can you collate individuals into groups based on the reasons they read content?Once you’ve decided which reasons are strongest, you can tailor your content to these reasons. Let’s say ‘being in the know’ is your chosen reason – you’d therefore choose a subject such as ‘new advancements in disease X’ and work from there. Emotional triggers
Of course, knowing your subject is only the beginning. To get that ‘gut’ response which forces a click, you’ll need a headline which moves people. Here are the emotions which are most likely to engage audiences:
  • Awe
  • Laughter
  • Joy
  • Anger
  • Empathy
  • Surprise
  • Sadness
  • Fear
  • Disgust
Consider your target market again, and what emotions are most applicable. Do they want to be amused? Shocked? Awestruck? Healthcare content marketing is all about understanding what moves anyone interested in healthcare, and this could be anyone from a junior doctor to someone with a terminal illness.In all cases, your readers begin with a problem of some kind. The problem may be as severe as finding a lump, or it may just be that they’re bored, but it’s something you can remedy. Your cure, however, will be ignored if you don’t stir emotion. There are a million links to click on, so why choose yours? Find a way to ease the pain.

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14th July 2016



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