4 Tips for creating content that elicits emotion

People are more likely to read your blog posts and other content if it stimulates emotion.  Not only does emotional content create a powerful bond between a content brand and its fan base, it also has a higher potential of being shared. Content that goes viral is the dream of most content marketers.

So how do you create content that arouses emotion?

1. Keep It Positive

When the news is as devastating as it is currently, readers are more likely to share positive content. In times like this, 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.

That’s one reason why leading broadcasters like to end their hard-hitting newscasts with a feel-good story featuring people who have overcome great odds or heart-warming stories about children or pets.

2. Sometimes Negativity Works

But don’t get me wrong,  there is a case to be made for negative emotions as well. Sometimes a very sad or frightening piece of content will go viral because it triggers powerful emotions of empathy or concern.

That’s especially true when the negative emotions erupt from a horrible event such as a school shooting, people dying because of the coronavirus,  or a terrifying weather event that is top of mind for your readers.

3. The Case for Anger

Many of us love the opportunity to express our righteous anger on controversial topics. Studies show that anger is a good emotion for content as long as you don’t make your audience angry with you.. One example of content that is causing anger currently is the debate about whether to risk lives as we reopen our economy.  People are not really safe if they can’t feed their families. So encouraging debate about such a key topic could dramatically boost readership. Just be careful. 

4. Arouse Curiosity

Curiosity is a great way to draw people into your content .If your title or opening sentence causes them to ask, “What’s that all about?” they are more likely to stop to read it, and to share if they like what they find.