Thursday, June 29, 2017

4 content marketing lessons from 'The Simpsons'

Have the keen marketing strategies and insights in “The Simpsons” eluded you? D’Oh!

Those might be the last things you’d expect from the animated series, but the show offers 618 (and counting) episodes’ worth of communications genius.

Let’s examine four content marketing-centric lessons all communicators can glean from Homer, Marge, Comic Book Guy and the show itself.

1. Temper snark with heart.

People love “The Simpsons”—and not just because it’s hilarious. Plenty of shows are funny yet not beloved.

Take “Family Guy,” for instance. It seems to go strictly for laughs—with minimal effort to uplift anyone or anything.

By contrast, “The Simpsons” tempers its snark with redemptive content. Homer is a buffoon, but he’s often tender with Lisa and Marge. Ned Flanders is an annoying zealot, but his compassion for Homer is admirable. Even the nefarious Montgomery Burns displays a softer, human side from time to time.

The takeaway here for communicators is not to steer clear of snark. Just be judicious, and make sure to balance sarcasm with compassion. Mean-spiritedness is not a sustainable communications strategy. Humor is great; mockery is dangerous.

Just ask Rev. Lovejoy what happens to those who sit in the company of mockers.


2. Newsjacking is effective, but think long-term.

“The Simpsons” has long skewered current events and public figures with aplomb. The show has also been masterful at tackling social issues with broad arcs.

When deciding where to invest in your content, keep the evergreen factor in mind. In two years, most will have forgotten about Pepsi’s Kendall Jenner commercial debacle—maybe.

[RELATED: Join us for the Brand Storytelling and Content Marketing Conference at The Coca-Cola Company.]

Taking a page from the show, consider piggybacking off larger narratives with staying power like climate change, the dangers of automation, female empowerment, baseball, the travails of entrepreneurship, political corruption, infidelity and the importance of monorail investment.

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3. Give people a reason to care.

Whatever content you produce should be preceded by a question: “Will people care about this?” More specifically, to use the words of our own word czar, Rob Reinalda: “Why does the reader care?”

It’s unlikely you’ll create a much-loved content empire like “The Simpsons.” You can, though, build a successful, respected brand by consistently pumping out content of value, whether it’s educational, enlightening or massively entertaining.

The creators of “The Simpsons” have delivered enduring characters, audacious humor and substantive storylines. What’s the hook to make your readers care?

Too much of today’s content reflects what the creator/publisher finds interesting. If you don’t give your audience a reason to care, your messaging will fall flat.

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4. Don’t overstay your welcome.

“The Simpsons” lurches forward, now in season 28, but how much longer can it last without losing steam or shedding fans?

Some believe season 30 will be the end, although one producer said the show will “never” end.

Like all good houseguests know, it’s best to err on the side of leaving early. Go out on a high note. Retire at the top of your game.

Don’t let your content linger until it sours. If you’ve tried getting traction on Snapchat for a year with minimal results, move to another platform. If people tell you they want more video, accommodate their wishes.

Content marketing is about giving the people—your people—what they want. A big part of that is knowing when to exit gracefully the stage.

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