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One of the biggest problems facing Content Marketers is how best to represent ‘The Brand’ when developing engaging content.
I’ve got a newsflash for you:
YOU DON’T HAVE TO!!!!
In fact, I’d go even further and say you should always try to move away from your brand when building content. The less ‘advertorial’ the content is, the more engaging and sharable it will be.
Far be it from me to tell you your brand is boring, but unless you own a company that makes Star Wars costumes for cats, the internet won’t care what you have to say.
The best content is the stuff that:
You need to ask yourself one important question when planning your content:
Who Will Find This Interesting?
The best answer to this question is ‘Everyone’. You need to ensure maximum appeal to encourage maximum sharability. You need to be getting your content in front of high authority websites and bloggers. If they see the value of the content, they’ll be more willing to use it and provide you with that all-important link. You will never, ever, ever be able to trick people into posting an advert for your website. That’s just not how it works. However, if you’re offering something entertaining or useful that they can reuse to their advantage, they’ll be much more willing to promote your brand.
Here’s a nice thought experiment to explain what I mean:
You’re at a festival with two stages. On one stage, a man is stood talking about the history of his company. On the other stage, a man is riding a lion and juggling swords while a penguin tries to shoot an apple off of his head with a revolver. Who do you think would draw the bigger crowd? Which will be filmed and go viral on the internet and which will be ignored?
The internet is the world’s biggest festival. There’s plenty of content out there, so make sure yours stands out.
I know what you’re thinking: ‘But, Joe! My brand is interesting. I’m offering something unique and my clients love it’. That may be true, and it’s a great system for driving sales. Unfortunately, web content for the most part isn’t about driving conversions – it’s about promoting the brand, building authority and increasing engagement.
I’ll agree your brand probably is very interesting, but I guarantee you’ll find your content more successful if you focus on using your unique industry position to inform your content, rather than define it. I’ll bet you’re sitting on a goldmine of insider information that would be perfect for filling knowledge gaps or creating a useful resource. Everyone has some information lying around – whether you’re a travel company with a great knowledge of the most beautiful places to visit in Europe or a rug manufacturing company with an insight into the psychology of rug design. Put a spin on your data and make it as interesting as possible.
Here’s a takeaway list of things to remember when planning content:
Interest: You need to make it interesting. Make sure nobody will be saying ‘So What?’
Emotion: Getting people worked up on a human level is a surefire way to increase engagement. Happiness and funny content are well shared, but (I’ll let you in on a secret…), making people angry is the best method. The more furious people get, the more active they become. That’s how the Daily Mail is so successful (See Matt’s post: ‘Why the Daily Mail became the world’s most read newspaper‘)
Topical: Try to tap into a current trend on Social Media or in the news. If you can give it a new slant, all the better.
Usable: Usability is a hugely beneficial trait of online content. If people think their friends might find it helpful, they’ll send it to them. Life Hacker is a fine example of this in practice.
In summary: sometimes it pays to step away from your brand a little in the name of creating good content. Especially on the internet.
Take a look through our Complete History of Viral Content and apply this criteria to see why things were successful.