Craft Engaging Content Easily: An Introduction to the EN/IN Framework
Have you ever struggled to come up with ideas for content that really resonates with your audience? Are you looking for a way to create content quickly and efficiently while still providing valuable information that speaks to your audience's needs? The Emotional Need/Informational Need (EN/IN) Framework can help. This framework provides an easy-to-follow method for crafting effective content that will meet your readers' emotional and informational needs.
The EN/IN Framework is simple:
Choose a topic for your content.
Choosing a topic for your content is an important step in the EN/IN Framework. When selecting a topic, you should consider what topics will be of interest to your audience and how they relate to their emotional and informational needs. It's also essential that you select a topic which can provide valuable information; otherwise, it won't be worth writing about. Additionally, when choosing a topic, think about how it can create value within the context of your brand or business – this will help ensure that readers feel connected to the content and gain something from reading it.
By selecting relevant but specific topics that appeal to your target audience, you can explore deeper and provide more detailed information that is likely to be of value. For example, if your general topic was the benefits of a healthy diet, dig a bit deeper to find subtopics such as how to incorporate nutrient-dense foods into meals, tips for eating out healthily, and which vitamins are essential for good health.
2. List the emotional needs that your target audience has around this topic.
When considering the emotional needs of their target audience around a given topic, content creators must take a deep dive into understanding what resonates with their readers. By asking questions such as "Why does this topic matter to them?", "How does this topic impact them emotionally?", and "What feelings does this topic evoke in them?" it allows for greater clarity in understanding the emotional needs of one's audience. Additionally, being aware of any current trends or topics that may be generating more buzz can help shape how content creators address these emotional needs. Through this process, content creators are able to create meaningful, resonating content that is tailored to their audience's emotional needs.
For example, if we choose "how to incorporate nutrient-dense foods into meals" as our topic, some emotional needs our audience has might include:
How can I make my diet healthier so I feel more energetic?
Can I consistently take the steps I need to take to improve my overall health?
What kind of meal planning tips or resources are available that might help me out?
What if this healthy food is just bland and unappetizing?
How can I add nutrition without feeling like the process is too difficult or time consuming?
3. For each emotional need identified, list informational needs they might have in order to help them address this issue.
For each emotional need identified, content creators must then consider the informational needs of their target audience in order to help them address this issue. This means looking at what information would be helpful for readers to have in order to better understand and resolve whatever problem or concern they may have related to the topic. It could be providing data-backed research, offering expert opinions on a given subject, or simply presenting an alternative viewpoint that can offer new insight into a particular issue. By understanding the informational needs of their readers and providing accurate and up-to-date information around these topics, content creators are able to create more effective pieces that provide value not only from an emotional standpoint but also from an educational perspective as well.
For example, for the emotional need " What if this healthy food is just bland and unappetizing," some informational needs our audience has might include:
How can I make healthy foods more flavorful and enjoyable?
What spices or seasonings can add flavor to a dish while still keeping it nutritious?
Are there any recipes that incorporate nutrient-dense foods in new, exciting ways?
What cooking techniques can help bring out the natural flavors of food without adding too many unhealthy elements
4. List blog-post or video titles that are tailored towards meeting these informational needs.
Finally, content creators should create a list of potential blog-post or video titles that could meet the informational needs they have identified. These titles should reflect the topics discussed and the specific information provided in order to draw readers in and hold their attention. This shouldn’t be too much of an issue since your title is tied directly to an informational need that was derived from an emotional need that your audience has about this topic. Additionally, keeping track of reader comments and feedback can help inform future blog posts or videos by uncovering related emotional and informational needs; this helps ensure that content creators are producing valuable content that accurately addresses their audience's emotional and informational needs.
For the informational need "What spices or seasonings can add flavor to a dish while still keeping it nutritious," possible blog or video titles could include:
10 Healthy Seasonings That Will Make Any Meal Delicious
The Best Spices To Boost The Flavor Of Your Next Meal
How To Spice Up Dishes Without Compromising Nutrition
3 Tips For Making Unhealthy Meals Healthy And Tasty
Healthy Cooking 101: How To Add Flavor Quickly and Easily.
On of the real power elements here is in the multiplicative effect of the framework. Even if you have one topic and uncover five emotional needs, and then five informational needs for each emotional need, and finally five blog posts for each informational need… 5 x 5 x 5 = 125. Now, if you have 5 interesting subtopics from section #1, suddenly you’re up to 625 post/video ideas. All from a single brainstorming session.
As you can see, using the EN/IN Framework is an excellent way to create content quickly and effectively. By identifying the real needs of your audience first, you can ensure that your content truly addresses those issues in a comprehensive manner. Working through the steps of the framework allows you to hone in on which topics are best suited for particular pieces of content. Additionally, it gives you a specific starting point so you can start creating right away without having to waste time brainstorming ideas from scratch.
