At a time when “alternative facts” are gaining more and more traction online, content marketing strategists, particularly bloggers, may want to rethink their use of logical appeals.
If there’s one thing that the last few years of the 2010s taught us, it’s that motivated reasoning is powerful. According to The Conversation , motivated reasoning “is what social scientists call the process of deciding what evidence to accept based on the conclusion one prefers.”
Your company blog is unlikely to be a source of deep controversy, but the point is that appealing to logic may not be as effective as we once thought.
While facts are still an important component of persuasive writing, it’s time to pay more attention to your audience’s emotions. According to Inc. , “it’s pathos, which refers to emotional appeals, that moves listeners.”
In this article, we will cover seven crucial content creation tips for writing persuasive blog articles, social media posts and marketing emails. The Basics of Persuasive Writing
Before we dive into content creation tips, let’s cover the basics of persuasive writing. Persuasive techniques will help you craft more effective content marketing strategies. Greek philosopher Aristotle identified three persuasive strategies: logos, pathos and ethos. All three can be used to further arguments and can strengthen content marketing strategies.
According to Purdue University , “Logos or the appeal to reason relies on logic or reason.” An argument using logos may use research, data and statistics to guide the audience to logical conclusions.
Ethos, according to Purdue University , is when “the ethical appeal is based on the character, credibility, or reliability of the writer.” By building credibility, whether by acknowledging the writer’s experience or where their work is published, an audience will find a writer’s argument more persuasive.
Pathos is focused on emotion and, according to Purdue University , “appeals to an audience’s needs, values, and emotional sensibilities.” By evoking certain emotions, such as hope or anger, a writer can better motivate their audience to take a certain action.
Aristotle considered logos to be the superior mode of persuasion . However, he lived in a time without social media and a 24-hour news cycle. While logos is an important component of any persuasive argument, let’s focus on the power of pathos and ethos.
“Aristotle claimed that we are more likely to believe people who we perceive as trustworthy, or those we believe have an appropriate set of moral values,” Inc. explains. “This means if you can successfully convince an audience that you understand their concerns, they’ll be more sympathetic to your views.”
In an era where the truth of a situation is up for debate in the court of public opinion, your content marketing must appeal to your audience’s emotions. By developing a strong emotional appeal, you will also build credibility with your audience. If your brand is perceived as trustworthy, you can grow a loyal, ever-expanding audience. Seven Persuasive Techniques To Incorporate In Your Content Marketing Strategy
Whether you’re blogging, writing quippy social media or compelling marketing emails, these content creation tips can help […]