Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about examining your content marketing style through the lens of Game of Thrones.
I love Game of Thrones. I’ve read all the books and I do my best to watch every episode as it airs, knowing I won’t be able to go on the internet until I’ve watched it if I don’t want anything spoiled for me. That said, there will be no spoilers in this post (at least not from the current season). I just got to thinking about the different houses of Westeros and wondering what their content marketing style would be if they lived in the Digital Age. Here’s what I’ve concluded:
The Lannisters have a lot of money and they’re not shy about spending it to get what they want. They think every problem can be solved with money, so I’m thinking a Lannister content marketer would just throw a lot of money at advertising and call it a day. They wouldn’t bother creating valuable content for their audience or building or cementing relationships. Just a lot of big, flashy advertisements telling them you should buy from them because they’re big and flashy and they always pay their debts.
I would also bet that they wouldn’t stoop to black hat SEO tactics, such as keyword stuffing, if they thought it would serve their purposes.
On the opposite side of the spectrum we have the Greyjoys, who don’t believe in spending money on anything, but instead are obsessed with only paying “the iron price” for everything they get. In Westeros, that means killing and robbing their corpses, but in content marketing I think this would translate to organic reach, because you have to earn every customer you get through hard work and valuable content, rather than through advertising. So I see the Greyjoys producing tons of SEO-friendly content that provides value to their audience and successfully converts leads into customers.
I can also see the Greyjoys constantly trying new things, especially when it comes to SEO. Since their motto is “what is dead may never die,” they believe in facing their fears. Change is scary for a lot of people, but I think the Greyjoys would be the first to face those fears by always trying out the latest SEO tactic to see what works and what doesn’t.
Let’s face it, House Stark, just isn’t very good at the game of thrones and I doubt they would be any better at content marketing. I can see them blogging occasionally and trying to promote it on social media, but without any kind of strategy. It wouldn’t take long for them to be outperformed by all the other houses.
The Targaryens initially took Westeros with dragons and now Daenerys is back … with dragons. Since anyone who is fighting with dragons clearly has an unfair advantage over their opponents, I think a Targaryen content marketer is one who uses the best tools at their disposal: everything created by SEMRush and CoSchedule, as well as Hawkeye. They won’t have the best content or the most content, but they’ll have all the tools to analyze who their target audience is, where they hang out, and how they can be converted into customers. Then they’ll use those tools to slaughter their competition.
House Baratheon is interesting because it doesn’t seem as cohesive as the other houses. The Lannisters might tear each other apart, but they tend to go about it in the same ways. In House Baratheon, you have Robert, who was good at fighting and not much else, Renly, who seemed to think he deserved to be king because he was pretty, and Stannis who did everything the sexy redhead told him to do. I see this family blundering about the world of content marketing, much like the Starks, since, also like the Starks, they’re almost all dead. They might hire a digital marketing consultant, but it would be someone who doesn’t really know what they’re doing and way overcharges for providing bad advice. Following that bad advice would ultimately lead the content marketers of House Baratheon to ruin.
House Tyrell’s words are “growing strong,” which might seem kind of weak compared to words like, “what is dead may never die,” but I think that attitude captures the essence of content marketing. It’s a long game, and like gardeners (their sigil is a flower) content marketers can’t expect to get results overnight. So I see House Tyrell investing in creating a lot of content that provides value to their readers. In particular, I see them focused on creating evergreen content and content that builds off their existing content, meaning blog series, content columns, repurposed content, and content that all works together to lead people through the sales funnel.
The Night King
The Night King has become prominent enough in recent seasons that I think he warrants a spot on this post. I’m particularly intrigued by his ability to bring his dead enemies back to life and make them fight for him. In the world of content marketing, that would probably manifest as an online troll who sabotages their competition by flooding their Google listing with tons of negative reviews. Their ads would be largely smear ads that focus on how bad their competitors are, with a short ending about how people should buy from them instead. The Night King would definitely not play by the rules of content marketing – he would make up his own rules and do whatever he could to steal both customers and employees from his competitors.
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