Content creation, content marketing, and engagement tactics can be confusing so we’re here to explain the options: data vs emotion, and which would be better for your brand.
In the fast-paced world of marketing, brands are expected to create content at an almost constant rate. Brands typically use one of two ways to build and maintain customer loyalty; data-based content or emotion-based content. While either option can be successful, diving deeper into what each means can help you identify which content strategy will work best for you and your customers.
Data-based Content Creation
When discussing content that is driven by data, it is easy to focus simply on the numbers. However, it is much more than that. Brands use hard data to discover and target their clientele in a more specific way. When using data, questions about consumers are being answered in factual ways. The brand is able to find out exact information in regard to its consumers. Questions such as: ‘Where are our consumers coming from? What is the common socio-economic status of our consumers? How far is the average consumer willing to travel? What types of products interest our consumers?’ can all be answered through the retrieval and usage of data statistics. When using data, brands are able to effectively target specific demographics in which they have obtained a higher percentage of data. Hand in hand, brands are also able to alter their messaging to fit their consumers based on the factual evidence found in the data’s outcome. Essentially, when looking at content that is created from data it is appropriate to think of content that is being created for an audience based on statistics and factual evidence.
Emotion-based Content Creation
When using emotion-based content to convey a message to a consumer, the emotional response that is evoked is a top priority. The way certain content makes a person feel can either motivate or discourage them from supporting, buying or endorsing a product or brand. Content that is both memorable and effective can be used to tell a story about your brand, in addition to increasing your audience. When companies truly get to know and appreciate their audience, they are able to route their branding towards creating a positive emotional response. Brands that make their consumers feel valued, appreciated, loved, and heard through their marketing create more than statistics with their clientele; they build relationships. Of course, emotional marketing needs research and data behind it to drive its forces positively, however, in the end, it is the way a brand makes a person feel that they remember, not the specific data it took to make them feel that way.
When the brands you know and love use research and analytics to make you feel a connection with their brand, it is the emotional bond and significance of feeling valued that leads you to continue making brand-conscious decisions every day. If your brand uses data-based content creation to increase your audience or awareness of your business, you might consider maintaining these customers by using emotion-based content creation to build solid relationships through brand loyalty. Interested in learning more about data vs emotion content creation and which strategy is best for your brand? Let us know! We’d love to help.