Ever wonder how a post or video goes viral?
There are a lot of factors. Sometimes it’s just something cute, funny, and/or feelgood that people enjoy.
Other times it’s because the piece is extremely timely. If you can relate what you’re doing to something that’s getting a lot of attention in the world at large today, you need to include it in your content marketing. People will click on it when they see a familiar title or topic, which is called a hook. That draws people in, and once they’re in, the content should keep them there, or better yet, get them to take action.
So how can you make sure your post is timely?
Check In With Your Industry
This should be a standard part of your content marketing anyway. Keep tabs on your competitors and see what they’re talking about in their own content marketing. Any new trends they’re talking about, you should also be mentioning them in your own marketing. Always be sure to put your own spin on it so people have a reason to come to you, specifically, for answers they can’t get anywhere else.
Yes, you can watch TV and movies and call it marketing research. Up to a point. I’m not saying you can spend all day in front of the TV and expect to grow your business, but you should have an idea of what’s popular and trending right now.
For example, every time a new season of Game of Thrones begins, you can expect a lot of people will be talking about it all over the internet. Finding a way to make the hit show relevant to your own business is a great way to harness the power of the huge following that show has.
Can you break down your business into seven parts? Make them “The Seven Kingdoms of _____” Add an image from or related to the show and bam! You’ve got a topic that will instantly grab people’s attention.
You don’t have to put in a lot of screen time to talk about pop culture. Do you like working to music? Does a particular song remind you of some of your clients and/or coworkers? Talk about it on social media. Modify the title and/or lyrics of a popular song to relate it to what you’re doing.
Maybe you don’t even have to modify them. Maybe they fit your industry so well you can just put them up as is. Don’t plagiarize (give credit where credit is due), but give your audience something with which they’re already familiar to draw them in, then tell them what that has to do with the work you’re doing.
Depending on your industry, various holidays can either be really busy or dead. Retailers often have sales during holiday weekends, whereas a lot of offices tend to be closed. But the internet never sleeps, and your customers are probably still checking their email, so if you want to make sure you stay top-of-mind through the weekend, you should still devote some time to content marketing. Viewers who see your content will be more inclined to take the time to look it over if it’s relevant to what they’re already talking about.
If your industry has been around for centuries, use Presidents’ Day Weekend talk about how former presidents may have used or influenced it. Do your products/services liberate your customers somehow? Encourage them to have their own mini-revolution over 4th of July weekend from whatever’s holding them back.
The possibilities are endless. You just have to get creative.
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