Tag: emotion in content
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The most frustrating briefs are all missing the same thing: frustration
A creative brief is only useful when it gives the team a trigger (a.k.a. something the audience already feels strongly about) and frustration is one of the richest, most reliable triggers there is, because it’s specific and it’s emotional.
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What your content really needs is emotion
Nobody (external) cares about your content because nobody (internal) cares about your content. Your B2B content may be more interesting now, but still, it remains unmemorable because there is no real emotion behind it.
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Two questions to ask for better content collaboration
To that end, I’ve been thinking a lot lately about empathy in content. Not in terms of your audience (that’s kind of a given, right?), but in terms of the people you encounter in the process of creating content.