Monday, November 10th, 2014 | 3 min read
This post was written by Jason Miller, who leads global content and social initiatives for LinkedIn Marketing Solutions. Jason recently contributed to our eBook: The Content Marketer’s Guide to Social Media. Download your copy here.
My passion will always be Rock ‘n’ Roll and heavy metal. There is almost always some element of KISS, Judas Priest, or Guns N’ Roses in my content and sometimes I even use my own Rock ‘N’ Roll photography and anecdotes to “enhance” my presentations.
If you can take your personality and inject it into what you do and the message you share, you’ll be one step ahead in the content marketing game. Audiences can sense when a person is passionate about a certain topic and whether or not they are sincere in their message and delivery. In addition, passion adds credibility and trust which I find missing in much of the content on the web today. It may not translate to every individual, but then again… you can’t please everyone, and you certainly shouldn’t be trying to in the first place.
Experiment with how far you can open up your content umbrella while still being relevant to your audience. Red Bull remains the undisputed king of content marketing because they continue to push the boundaries of their content while still keeping a firm grasp on relevance. Even though most of us don’t have a Red Bull-sized budget, that shouldn’t keep us from trying new things and pushing the conversation outside of what your brand is comfortable with.
There is a famous quote from the father of advertising, David Ogilvy, that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
I think this statement holds true today, but with the insertion of a visual element as the new headline. You have mere seconds to grab the attention of your audience in the overcrowded space that is social media and thinking of your visual as the new headline is the way to stand out. For example, I have seen many instances of text-based content repurposed into a visual format and achieving 10-15 times more views than the original.
That is a game changer in the world of content marketing.
If there’s one thing I’ve learned in the world of content marketing, it’s that audiences love a brand with a sense of humor. Brands that can poke a bit of fun at themselves, tell a good joke, and/or infuse a laugh or two into their content will ultimately win and stand out from all the noise. There are plenty of marketers out there with stand-up and improv experience; a perfect example is Cisco’s Tim Washer.
About the author:
Jason leads global content and social initiatives for LinkedIn Marketing Solutions helping marketers understand how to use LinkedIn to achieve their marketing goals and deliver real ROI. When he is not building campaigns, creating remarkable content, and tracking the ROI of social, he is winning awards as a concert photographer, singing 80’s metal karaoke, and winning at Seinfeld trivia. Connect with him @JasonMillerCA
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