Effective content marketing has to emotionally reach and inform consumers.
Re-discovering fond forgotten memories results in a powerful feeling: nostalgia. Every day experiences like watching, hearing or even smelling can provide a sense of nostalgia. When content creators utilize nostalgic moments, it creates a deep bond with the consumer and a sense of shared history, sometimes making the consumer feel they have something in common with a new brand on a deep level.
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How is Nostalgia Used Today?
Content marketers use nostalgia to create an emotional bond with customers and build a sense of trust. Old Navy chose to highlight '80s pop culture to provoke nostalgia in working moms -- by running ads with '80s celebrities like Mr. T and Chevy Chase -- causing them to associate its clothing line with their fondly-remembered youth. Microsoft established a sense of long-lasting friendship with its customers through its "You Grew Up. So Did We" video by stuffing the ad with references to endearing, but totally dead '90s fads like blinking basketball shoes and bowl cuts.
Jack Daniels took a different approach by highlighting a bygone era that much of it's customer base could not have remembered, with their "Legend" campaign, which celebrated Frank Sinatra. Even though these companies took different approaches, they all effectively sparked a sense of longing and belonging in their customers.
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How to Take Advantage of Nostalgia in Content
Content marketers have to be strategic when attempting to invoke nostalgia. They need to meet these three conditions:
- They must consider their target market's age range in order to choose a time era that demographic can identify with.
- They have to choose an event, style, etc. that invokes positive memories and a sense of trust.
- The chosen era or event should invoke the emotions that the company wants people to associate with their brand.
How Much Nostalgia is Too Much?
Emotion is a big part of effective marketing, but there's more reaching customers than making them feel. Consumers also need to understand and connect how a product reflects the past while being relevant today.
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If a company only focuses on nostalgia and lacks informational content, consumers don't have any reason to believe the product matches with their current needs. This is just what Microsoft did right. Their video showed computers and other items that made people reminisce about the '90s era. But it was the content, such as the tagline "You Grew Up. So Did We" that tied the information to the nostalgia, showing people that its software has grown with them, while marketing its new advancements.
Provoking nostalgia in content can be an effective technique to bring back old customers and attract new customers. Hiring content writers to develop high-quality content can help your brand speak to its customers emotional and intellectual side.
_ How have you provoked nostalgia in your content marketing strategies? Share your thoughts with us below. _
Photo Credit: davitydave via Flickr.
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