Content Writing is Multisensory

Content writing is just as effective at evoking sensory marketing than short-form content is. When it comes to digital marketing, many people think of creative and bold short-form content such as Instagram Reels and Tik Toks, yet an overlooked part of sensory marketing is content writing. Reading is often undervalued as a medium of consuming content as people forget that it can create a multi-sensory experience that deeply stimulates association and emotion such as feelings of nostalgia.

Written content often brings about sensory triggers through sentiments, words and thoughts. I remember attending a masterclass for business and the group leader had posed an exercise to think of a lemon, imagine how it feels and what it looks like, how does it smell, how does it taste, can you imagine how it feels on your tongue? None of those words were designed to market lemons to me and yet, I could think of exactly how the lemon felt to touch, smell, taste and look at. It was just as effective as watching a reel of someone eating or peeling a lemon. It painted a vivid picture because I used my mind to take me there. And that's exactly how content writing works in marketing. It helps you imagine the experience without actually being there. It helps you envision texture without it being in front of you, engage your taste buds in a feeling of longing and hear sounds in the silence. Content writing in marketing can bring an immersive experience where the reader digests the information at their own pace and can leave them to form their own connection with a brand.

If you think about how stories can make you feel connected to the world around you and make you feel more human and relatable to others. If you think about how stories can make you feel like make you resonate with the characters who are feeling the same the emotions with you, whether that's joy or fear or love or hope and they're so universal that the resonance stretches across wider audiences across different demographics. Think of content writing as not just engaging your reader but engaging with your reader. Content writing becomes impactful because it can help your audience feel the familiarity of your brand and your business, it can help your audiences feel trust and reliability.

Well renowned businesses do this and the examples that I can think of off the top of my head are Apple. Apple have glossy and pristine product descriptions. Even Lush, I can almost hear the content writing in Lush as much as I can remember what it feels like to be within one of their stores, almost suffocating from the sweet, pervasive aromas. But also Ben & Jerry's, I feel like I can taste their products just by thinking of how they've created sense of taste and texture in their descriptions.

Content writing in marketing is also helpful in building empathy for brands, allowing the reader a window to understand the brand as a resource, not a hard sell. Therefore, it becomes an important tool in the customer journey because where some customers may resonate with a brand or a business in one way, others are able to use those stories and think creatively and critically and apply solutions to themselves, helping customers make sense of what's actually being shared with them. It becomes the difference between making customers feel like they're part of the conversation and part of the journey, rather than just being sold the experience and sold the end result. When you use content writing in marketing well, it transforms your audience from tentative buyers to loyal and engaged customers.

With this level of engagement within your marketing, readers are likely to remember you, remember your brand, trust it and feel a strong brand presence. This kind of marketing sticks, it can stay with them long after they've actually had the first interaction and that's what marketing is about, creating visibility and memorability. It's why we do what we do.