Saturday, 21 July 2018

Information and commentary for the small business banking industry

The comedy of content marketing

19 May

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.

If it’s funny, they’ll remember it

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.

Humor – knowing how to use it

While you might be considered pretty funny around the office or at home, engaging your audience with humor 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 humor.

  • 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 humor, politics can be a bit of a minefield as well.

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.

Here at TSBC, we’re the content marketing experts, with a whole range of solutions including a complete small business resource centre. Contact us on to find out how we can help you.


Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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