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What is Emotion Marketing and How to Use it in B2B Content Marketing?

Emotions are powerful, and many marketing experts believe that the ones we involve in our messages can be a critical factor in how successful a marketing campaign will be. In this article, we’ll explore the idea of emotion marketing and cover some of the benefits it offers to successful B2B content marketing.

Emotion Marketing Defined

Emotion marketing is a strategy that taps into an individual’s emotional responses to influence their behaviors. It includes both positive emotions such as happiness, excitement, or hope, and negative emotions such as anger or fear. In other words, it teaches you how to do two things:

  • Build effective messages that provoke strong emotional responses from your audience

  • Use those messages to sell more products or service.

The Importance of Emotions in Marketing

Emotions play a powerful role in marketing. In fact, many marketing experts believe that the emotions we involve in our messages can make or break a campaign.

People process and react to information with their emotions first and their minds second. Think about it: when you see a child crying, your immediate response is to want to help them; not give them advice on why they should stop crying. You might be thinking “I wonder if they’re hurt” or “Why are their parents not around?” but you won’t think “It’s not such a big deal.”

Companies know this, and many use emotion-based marketing strategies to incite emotional responses from consumers. For example, brands often use emotional content in commercials and will include happy music and images of laughing children to evoke positive emotions like happiness and hope. They also might show sad scenes of people fighting over products and playing on the viewer’s fear or worry that if they don’t buy something now, someone else might get it instead.

Using Emotions in B2B Marketing

B2B content marketing is a powerful way to connect with potential customers and turn them into loyal advocates. But as we know, there are many factors that go into it. To create successful B2B content marketing campaigns, we need to find the best ways to express our business’s values and communicate our brand’s story. One of those ways is to use emotions in your messaging. When you tap into the emotions of your audience, you can create better customer connections and deliver more persuasive messages.

How to Use Emotions in Your Content Marketing

To use emotion marketing in your content marketing, you need to understand what emotions will elicit a response from your audience. This is not a one-size-fits all approach for every business. The first step is to do some research on what will motivate your customers. To do this, you have to know your audience and their needs. If you’re selling children’s toys, then you would want messages that evoke feelings of nostalgia or make them feel happy. Consider what makes people angry as well — this could be anything from taxes to bad customer service — and include those messages in your campaign as well. To get an idea of how emotions can influence the success of your content marketing campaigns, let’s look at a few examples:

How to Design Messages That Involve Emotional Responses

If you want to design messages that provoke emotional responses, you have to find out what your audience’s emotional triggers are. What will make them happy, angry, or hopeful? Once you know this information, you can create messages and marketing strategies that appeal to their emotions.

The most important thing is making sure they feel like there’s a strong reason for them to take action.

For example:

If people feel like they’ll get a sense of happiness from following your social media account, then it’s beneficial for you to post pictures of smiling faces and beautiful scenery.

If someone is feeling sad, then it may be beneficial for you to talk about how great your products or services made them feel in the past.


Emotion marketing is an important part of any B2B marketing strategy. As a marketer, you may be tempted to focus on the features and benefits of your product or service, but it is just as important to appeal to your customer’s emotional needs.

Here are some ways you can use emotional triggers in your content marketing strategy:

  • Focus on customer benefits -Appeal to their sense of identity -Motivate them with rewards -Put them in control -Create a sense of community

  • Help them feel secure -Involve them in a cause they care about

  • If you want to design messages that involve emotional responses, capitalize on triggers that are unique to your customer base.


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