It may come as a surprise, but there’s actually more to memorable content than funny cat videos.
80% of people never make it past the headline, and those who do only recall 10% of what they see. That means it’s crucial to focus on producing content that’s compelling from the get-go, and will also be remembered even when competing with the enormous volume already out there.
So, how can you create unforgettable content for your business? Try these three tips:
1. Don’t take yourself too seriously
One of the biggest problems with corporate content (or any other kind, for that matter) is that it lacks personality. You might think that being off-the-wall will lead people to view your business as flippant or unprofessional; however, humour can improve message comprehension and achieve a more favourable brand image. In fact, studies have shown that humour can increase a viewer’s retention from 15% to 50%. A study conducted by the University of Pennsylvania found that those who watched popular political satire talk show, The Colbert Report, typically retained more current event and political knowledge than those who only watched regular American news programs.
Injecting some personality, humour, or even poking fun at yourself is a sure-fire way to a) show that your business involves actual humans and not an army of copywriting robots, and b) share a unique, refreshing, and relatable story.
Old Spice’s “Smell Like a Man, Man” campaign is a great example of how humour can transform brand image. With a 55% jump in sales in the three months following the ad’s initial success, it shows how it can translate into revenue as well. Similarly, Newcastle Brown Ale’s “If We Made It” campaign about how they couldn’t afford a Super Bowl ad spot received a billion impressions and a triple digit increase in sales.
While concepts like these won’t be suitable for every business, adding a human perspective is a great way to help promote affinity. If wacky just won’t work for your brand, try incorporating first-hand experiences or interesting case studies.
2. Mix it up
Just like the 80s wouldn’t be complete without power ballads, your content isn’t the best it can be without visual, dynamic and interactive elements to engage users and present information in a digestible format. We already know that pictures can have a positive impact on the success of your content, but what other elements can help make your message memorable?
Infographics: A great tool for portraying what might be considered ‘boring’ facts or statistics in an appealing and easily understandable manner. Content pieces featuring clear, detailed imagery like infographics are more likely to be remembered and receive, on average, 94% more total views than those without.
Quizzes, games, animations, podcasts and so on: Depending on your purpose, there are a huge number of tools you can use to complement your existing content. Experiment with different formats and see what works for you.
3. Enquire and interact
One of the easiest ways to help people remember your content is simply by addressing them directly, interacting and asking questions. The self-reference effect says that people better recall information when it relates to them personally. Open up a dialogue and you’ll increase the likelihood that users remember their interaction with your business and also improve click-through rates. In fact, encouraging interaction on your website and social media not only helps your content stick, it also boosts engagement, increases your credibility, and drives traffic – so it’s really a no-brainer.
If you’re looking for unbeatable content for your business, contact the team at Croud Australia.