It’s the latest [film/tv show/song/meme] to sweep the internet, and since we’ve got our finger very much on the pulse here at Sookio, we figured it was ripe for some delicious, steamy content!
With all the hubbub around [pop culture reference], it’s impossible not to get drawn into the craze. Even if you don’t [watch/listen to/consume] it yourself, no doubt your [friends/colleagues/family members/pets] will be bending your ear with all the latest gossip, rendering escape from the zeitgeist little more than a futile reminder of your own looming mortality.
But what makes it such great [content genre]? What lessons can you take from [pop culture reference] and apply to your own digital marketing to net some of that delicious hype for yourself?
As always, Sookio has the answers, in delicious snackable list format. As [breakout character] would say: [quotable catchphrase]!
Make it conversational
What we love most about [pop culture reference] is the feeling of genuine warmth it’s bringing to [homes/workplaces/prisons] around the UK. It’s something people of all walks of life can come together and talk about authentically.
Think about the copy you’re producing. Does it make you feel the same way? Good writing sidles into the brain and makes you forget you’re reading something. Bad writing is jarring, unnatural, and an instant turnoff.
There’s all sorts of ways to make sure your writing feels like it’s coming from a person, not a brand, including:
- Using contractions. People don’t say it is, they say it’s.
- Speaking in plain English. People aren’t aligned, Daleks align. People agree, or they’re cool with stuff or whatever.
- Shortening sentences. Keep superlatives to one or two per sentence, overwriting is as bad as bad writing.
Always read what you’ve written out loud. If you’re stumbling, tripping, or running out of breath: go back and tighten things up.
Have an opinion
How about that [breakout character], eh? What a card! [He/she/they/xir] ain’t afraid to go there, if you know what I mean, and people love [him/her/them/xim] for it. But despite having strong opinions, we trust that it’s all coming from a good place in the heart, not like [antagonist/outsider/’othered’ character] who’s just being a douche.
In the same vein, there is a lot of content getting lobbed at the internet nowadays, and very little of it is saying anything worth listening to. You need to cut through the noise and inject some emotion.
Use your industry knowledge to give your audience more than just the cold, uncaring facts. How do you feel about the latest trends? How does the news affect your working day? Where are we going from here?
The great thing about opinions is they don’t have to be right. They just have to show that you’re a human being who cares about what you do. If you start an argument: great! Free engagement! That has to be better than just retweeting Mashable for three likes a pop.
Give your people what they want
The [writers/creators/directors/illuminati] behind [pop culture reference] know exactly what we, the British people, want from our [content genre] and they’re generous with it! Does it start to feel a little formulaic after the first few [seasons/episodes/minutes]? Sure, but if it’s a great formula, why mess with it?
Understanding your audience doesn’t have to be an exercise in cynical exploitation. If you have the power to produce content that connects with people, do so in a way that leaves a positive impact and provides value.
You can’t please everyone. Write with your ideal audience’s wants and needs in mind, and don’t compromise your voice to chase people who will never be interested in what you’re selling.
If there’s someone on your creative team who pedantically obsesses over every little touch of flair and personality you put into your copy in case every last one of Earth’s seven billion citizens don’t get the joke: fire that person. From your team or from a cannon, your call.
Read the rest of this post on the Sookio blog.