The Power of Content – It’s All About The Emotion Generated

It is with great pleasure that I introduce to you our first guest post on this blog. This post is all about content and the way in which an entrepreneur has to think about their content strategy. It has been written by Ekedi Kotto Maka, a specialist in the elaboration of content strategies.



The power of content relies on the emotion it generates. This emotion is translated by a variation of symbols, words and even sounds that, when well executed, are able to convey your message to the audience.

Like me, you have most likely often read that we remember the sentiment we got from content (image, photo, video, text) more than the exact order of its images and words.

The interpretation as well as the appropriation of the information that we “consume” will determine our capacity to adhere to projects, concepts and events by means of symbols and words, according to our cultural framework and our scheme of thought.

Right now I want to concentrate more on how to create content based on an editorial strategy. This will not be based on what is a good or bad content strategy in its pure form such as “My life and my dog”, “the origin of the clafoutis” or “the origin of the universe” but rather on how to find a more suitable way to orchestrate the sense and relevance of content, as well as the whole strategy.

Differentiate yourself

The facts: your 2018 project is one amongst millions of other projects and content available online and in stores. No one knows where to start because Google’s algorithms are constantly updating and affecting the sites’ visibility and content.

Your issues here consist of not only working on your strategy SEO and the structure of the content you want to publish but most importantly on finding a way to differentiate yourself while staying true to the essence of your project and what attracts others (their needs…).


At the end of the day, when you publish content or a project where a content strategy (or editorial strategy) has been established, your main goal is for others to see, hear and appreciate it whether they know about your product or not. You want them to appreciate it so much they decide to talk about it and share it on different platforms, thus giving your project life.

Approach – content categories:

What to do now? You know just as well as I do that several achievements can be methodologically explain while others cannot… There is however an approach that has been with me since I started writing and developing projects. A recent study breaks down this way of approaching content and its creation in six major content categories as part of a brand content strategy.

Before touching on these categories, I think there are two elements we need to keep in mind when designing a project that needs a content strategy: goodwill and relevance.

Within the framework of a given project, the six major categories that personally guide me, as well as any creative that needs to give meaning to what its creating, are:

  • Inspire
  • Inform
  • Educate
  • Help
  • Entertain
  • Reward

Your turn has come to utilise these helpful ingredients when designing your new successful project (recipe)!


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