Every year, my wife and I have a tradition of celebrating Valentine’s Day with dinner and a movie. Typically, I avoid stereotypes at all costs, but it’s a tradition we started back in college and there’s something I like about it. While dinner changes from year to year, there’s one thing I can always count on… the type of movie will always be the same (I’m totally fine with that, by the way).
As I started thinking about some of the “chick flicks” we’ve seen in the past, I started to realize there might be a thing or two I could actually learn from them. I’m not talking about trying to woo my wife by learning how to dance like Patrick Swayze.
The same principles that cause every great Valentine’s Day movie to draw us into the story can be used to help us when it comes to content strategy.
While you may not leave your audience in tears (hopefully, that’s not your goal!), here are four things we can learn about content marketing from our favorite Valentine’s Day classics:
- Content marketing should tell one story about your brand. Great movies have a flow that weave into one, grand story. The content you create online should flow from the metanarrative you’re telling your audience. Without it, your content will seem scattered, out of sync, and unfocused.
- Content marketing should incite tension in your audience. There’s always a part in every great movie that creates tension for the audience. We want the characters to beat the odds, overcome the resistance, and fall in love. Your content marketing should have the same kind of effect. Without tension, your audience has no reason to react. Use content marketing to tell them what they’re missing. If done correctly, content marketing will help you “save the day” and be the hero.
- Content marketing should surprise and delight. These are the ”awwwww” moments in every great Valentine’s Day movie. They’re the unexpected moments that make the audience fall in even more love with the characters. Your brand has the opportunity to create these same type of moments with content marketing. It could be a free resource of inspirational video. You may not have your audience saying, “awwwww”, but they will love you for it.
- Content marketing should create a long-lasting relationship. Every great Valentine’s movie has a happily-ever-after moment. Content marketing helps you build the type of trust with your audience that leads to a long-lasting relationship. People still do business with people they trust, but now the opportunity can be extended by thousands and even millions by doing it online through content marketing.
If you’re like me and plan on celebrating Valentine’s Day by watching a “chick flick” or romantic movie, pay attention. You might actually enjoy picking up some valuable lessons that could improve your business.
What are some other content marketing principles that have caused your audience to fall in love with your brand?