Saturday, 23 September 2017

Information and commentary for the small business banking industry

What you can learn from Zombieland

Lessons zombies can teach us

I recently saw Zombieland. It’s not really my sort of movie – I scare easily – but this film about the undead had enough humour to keep me on the right side of the couch cushions. The next day I was mowing the lawn and my mind wandered – as it does when you’re engaged in a tedious task – and I started thinking about how zombies and content marketing really have quite a lot in common.

Successful content marketing is always fresh and innovative. It doesn’t matter if there’s not a lot going on in the world of small business banking at any given time – it’s up to you to try and make something of it anyway. So although you might not have any new financial tools to promote, or small business loan packages to showcase, you still need to keep your audience engaged.

Taking on zombie hordes

Here are a few tips for surviving a zombie apocalypse and keeping your content fresh all at the same time:

  • Don’t ever count a zombie out – they come back to life. So should your content. So look back over content you’ve published in the past, and see if it can be used again – either to promote a new product, or re-purposed in some way. For example, a case study could be transformed into an interesting presentation or white paper.
  • Zombies move in groups – this is where social media comes in. If you’ve created new content, increase its impact and audience by spreading it through as many channels as you can.
  • Zombies aren’t always predictable – it’s amazing how resourceful they can be, considering they’re mindless drones. Try to do the unexpected with your content – after all, small business banking is typically seen as somewhat tedious and dry. So think outside the box with your content marketing strategies and surprise your audience.
  • Zombies are interesting – let’s face it, you’re not going to yawn at zombies. So when you’re creating content, think of ways you can make your audience laugh. Or ways to give them – well, not a fright exactly, but see if you can startle them or make them jump. Using techniques like humour or playing on the fear emotion will make your content stick in your audience’s memory.

The above points may seem like Content Marketing 101 to many, but too often the basics of creating engaging content marketing are forgotten because the author is too intent on the message itself. Your content won’t thrive if it’s not entertaining as well as educational.

Surviving a zombie outbreak requires innovation, creative thinking and courage. For your content to not only survive, but thrive, it needs to do the same.

In those moments where you’re not quite sure if the undead are really dead, dead – don’t get all stingy with your bullets.

Columbus, Zombieland

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