There are so many types of content out there nowadays so, what in the world is topical content? Topical content is relevant to current events or timely topics. Think about things that are currently trending. Writing, vlogging, news stories, videos or even advertisements can be done on trending topics. These would all be considered topical content pieces since they focus on current news/trends. So, let’s talk about some of the advantages and disadvantages of writing topical content.
Creative Ways to Advertise
Did you know that it typically takes 5-7 brand interactions before a consumer remember the brand? (Start Up Bonsai) We’ve written articles in the past on how to make your advertisements stand out from the crowd with the use of Interactive Advertising. We’ve also talked about what contributes to the effectiveness of an advertisement. Creativity will always win in advertising campaigns so why should the way that you advertise be any different? Not only should the advertisements themselves stand out, the way that you advertise should as well.
Advertising Effectiveness Contributors
What makes an advertisement effective? Take a second to think about it. We’ll wait…. Now that you’ve thought about it, we’re going to give you a hint. It’s not a cut and dry answer. As we’re sure you’ve guessed, it’s not just one thing that will make an advertisement effective, it’s multiple aspects. That being said though, turns out that creativity is still the most important part of advertising effectiveness. There are 5 other important contributors to advertising effectiveness. According to a study done by Nielson Catalina Solutions, creative lands on top at 47% but the other 5 include reach at 22%, brand at 15%, targeting lists at 9%, recency at 5% and lastly, context at 2%.
Emotional Advertising
Of course, we all buy things out of necessity or want! However, as it turns out a lot of us buy things driven by emotions. A study done showed that “70% of viewers who experienced an intense emotional response to an ad were very likely to buy the product” (Unruly). This brings to mind that overly drawn out commercial for the SPCA. In the ad you’re shown sad faced, pitiful looking animals while Sarah McLaughlin sings in a melancholy tone the background. Yea, you know exactly which one I’m talking about. They’re really selling it home hard with triggering the emotional response here. This is the text book example of an emotional ad. Makes sense to advertise this way. IPA Research showed that, “ads with purely emotional content perform twice as well (31% vs. 16%) compared to those with only rational content.” It appears we are emotional beings rather than rational.
