What makes GE’s content a hit while other brands fall flat? Why do some Super Bowl commercials make us tear up while others leave us staring blankly at the nachos? In all likelihood, your answer boils down to “because it’s good.” But according to Brian Millar, founder of the Emotional Intelligence Agency (EIA) and one of the UK’s top content research firms, there’s a deeper sc ...Read the full article
The 4 Kinds of Content That Work Best
In a study of over 5,000 consumers, the Emotional Intelligence Agency found that resonant content falls into one of four buckets: inspiring, useful, funny, or beautiful. The agency also discovered that the most successful brands win by using a mix of all four types.