Sunday, 22 July 2018

Information and commentary for the small business banking industry

Get a laugh out of content marketing

There’s so much information out there, it can make it hard to cut through the noise. While it’s important for content to be of high quality, looking great and search optimised, there’s another way to make content stand out – by getting some laughs!

Comedy is memorable

Content that makes people laugh is almost always unforgettable. Not only that, but if people like a bit of comedy while reading marketing content, they’re more likely to pass it on to someone else. So never underestimate the power of the – pun intended – LOL. It’ll make your content stick in people’s heads and remember your brand more favourably.

While you’ll always strive to make sure your content isn’t dry and hard to read, you’re inevitably going to have to tackle boring topics at some point.

To prevent your audience from glazing over and then clicking off after the first couple of sentences, see if you can make it funny – you’ll get the message across and people are going to appreciate that you were able to turn a somewhat tedious topic into a laugh-fest.

Using humour to engage

While you might be considered pretty funny around the office or at home, engaging your audience with humour is completely different. You need to use it properly, because one of the risks you take with using comedy is that you’re more likely to offend someone. Not everyone has the same sense of humour.

So, to avoid damaging your brand with irrelevant or offensive humour, try to keep the following in mind:

  • Know your audience – this doesn’t just apply to actual comedians. Not everyone can get away with being Chris Rock. Make sure that hilarity is appropriate to your brand, that you’re not taking yourself too seriously and that you think your audience would respond well to a few laughs.
  • Keep it relevant – the funniest thing you’ve heard all year won’t get the laughs if you can’t apply it to the point of your content. Likewise, if you’re referencing something funny you’ve heard about in the current events field, make sure it actually IS current.
  • Learn from the best – there are some pretty good resources out there that can help you to use comedy appropriately. Look around online for advice from the best comedians in the business, such as How to be Funny: 7 Comedians Give Awesome Advice.
  • Pitfalls – comedy’s a risk, but one that you can minimise if you know what to look for. Sexism or racism is never going to work, and unless you have an intimate knowledge of your audience’s sense of humour, politics can be a bit of a minefield as well.

Has it worked?

Don’t make the mistake of assuming that just because you got some laughs, you’ve also got your message across. You need to keep tabs on just how effective your comedic content is.

What kind of feedback are you getting? Have you noticed that you’re getting more attention in social media and link-backs since you started aiming for the laughs? If you’re getting more comments on your content and those comments are favourable, then you’re on the right track.

Refine your comedic voice

The feedback’s been positive and you’ve noticed a spike in customer engagement. You’re getting the laughs and you’re making your brand memorable. But there’s always room for improvement, and when it comes to humour in content marketing, this is known as your ‘comedic voice’. Refine it by balancing your gift for humour with your knowledge of your audience. Keep measuring your audience feedback so you gain a more in-depth knowledge of what they respond to, and adjust your comedy accordingly.

If you can make ‘em laugh, you’ll keep ‘em coming back.

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