Good content must be useful, relevant and entertaining. Useful and relevant are fairly obvious. Entertaining, not so much.
Let’s face it, most of us like to be entertained but aren’t entertainers. So how do non-entertainers entertain? Here’s how: Turn a clever phrase. Tell stories. Show funny videos and photos. Hop aboard breaking stories. Share personal feelings.
Your words, stories and images don’t have to be Oscar winners. Their purpose is to deepen interest in your useful, relevant content. Knowing how to fix your toilet is useful and relevant, but we probably wouldn’t pay attention unless someone showed us how in a clever, humorous way.
Entertainment isn’t the main act in content marketing. It's the set-up to your main message. If your entertainment is too entertaining, viewers won’t remember why they were watching it, like the TV ad that is so captivating, you remember the entertainment, but not the product.
Yes, it is hard to channel William Shakespeare and procreate a new word or pithy phrase. But you can write a snappy headline that turns heads. The snappy headline can parrot a clever phrase you coin in your copy. Nobody churns out chiseled prose like an assembly line. It takes time – and maybe some reflective moments in the shower or on your morning run. All the phrase has to do is spark a smile and encourage the viewer to read on.
- “Success by Choice, Not Chance.”
- “Fat Makes You Thin.”
- “Six Instant Confidence Boosters."
As children, we listen to stories to learn. As we grow older, we trade stories with friends. Older people share stories to pass along wisdom. Stories abound in our world, and our brains are wired to tap into their meanings. Stories can take many forms. Children’s books artfully blend text and illustrations. Stories can unfold in videos and picture galleries. Good writers can spin tales with words. The form in this case is less important than the function. Tell entertaining stories with a point that connects to the useful, relevant information you want to convey.
Videos and Pictures
Visual assets such as videos and pictures don’t always have to tell a story to draw attention. Sometimes they can just be fun – or funny. Good judgment is required to avoid images that mock or offend. But there are plenty of ways to use light-hearted and good-natured videos and pictures to entertain your viewers into spending more time on your website, online newsroom or blog to consume useful, relevant content. Videos are popular to share, so take pains to brand your visual content so it doesn’t spin away from the purpose behind posting it.
If you can be a free rider on a breaking story or trending topic, you will have a built-in audience. Your “newsjacking” may be a local angle on a national story, a deeper dive into a trending topic or a contrary take on the news. The newsjacking should lead to your useful, relevant content or at least point to the path to your content. This is entertainment by feeding the curiosity aroused by someone else’s story.
Examples (good and bad):
Sharing Personal Feelings
In this era of engagement, sharing feelings can be a path to establishing a solid connection with your consumers. There is an element of risk in becoming personal, but it is that exposure that creates an opening for interaction. Sportscaster Jim Nantz shared his personal story of caring for a family member suffering from Alzheimer’s as he urged people to donate to find a cure. A sizable number of supplicants on Shark Tank begin their investment pitches by relating a personal story that resulted in their product invention. As with any relationship, getting personal can get sticky, so choose what feelings you share carefully and make sure they link somehow to your useful, relevant content.