If you’ve read an article or two about content marketing and the whole idea of “engaging content,” you’re not alone. As content marketers, we’re often in need of a bit of help, and guess what? The Internet is often the best place to turn.
That said, the problem with many of the aforementioned marketing article types is that rarely do they provide an real, concrete answers as to how engaging content is to be created. Well, in order to make the process a more relatable one, let’s take a closer look at something just about everybody loves to do: laugh.
Seriously, can anyone withhold a smile when something genuinely funny takes place or is said? Of course not. Believe it or not, when such a response is brought about, what’s actually happening is real-time audience engagement.
Even better, it’s purely positive. So, if we’re to improve the very marketing-driven content we’re sharing out on the World Wide Web, we have a great deal to learn from the very people responsible for producing highly responsive content—observational comics.
Understanding Observational Comedy
Ever heard a standup routine or two by Jerry Seinfeld? If you have, you’ve witnessed observational comedy at its finest.
Basically, observational comedy looks to hone in on the everyday aspects of life and poke fun at them. The workplace, family life, the Department of Motor Vehicles (DMV), pop culture, the airport—it’s all fair game.
Though something might not come off as innately funny, when looked at through the eyes of Jerry Seinfeld, Steven Wright, Billy Connelly or Eddie Izzard, it’s rip-roaringly hysterical.
Examples to Get Your Brain’s Wheels Turning
Still haven’t made a connection? No problem. We’ve got you covered. Seeing as how we first referenced the ingenious hilarity that is Jerry Seinfeld, let’s toss a bit more love his way.
Said Seinfeld himself in numerous routines, “Just what is the handicapped parking situation at the Special Olympics? Is it still just the two spaces?”
Or maybe some of Bill Connelly’s wit will do the trick for your marketing savvy: “When people say, ‘It’s always the last place you look.’ Of course it is! Why would you keep looking after you’ve found it.”
Lastly, as if you’re not already chuckling, said who many consider to be the creator of observational comedy, George Carlin, “If it’s true that our species is alone in the universe, then I’d have to say the universe aimed rather low and settled for very little.”
Content Marketing and Comedy
Alright, so we’ve finally come to understand more of what observational comedy is and the type of content its pioneering talents produce. Still, what on earth does this have to do with content marketing and the production of the ever-elusive “engaging content”?
Well, let’s get the ball rolling with Martha Spelman’s take on the matter in a piece she wrote for Business2Community: “Comedians specializing in observational humor look around and see what’s funny. And it’s funny because the audience can relate. An observational comedy bit often starts with, ‘Have you ever noticed?’ You can use a similar approach to discover content for your content marketing strategy.”
The biggest takeaway here comes from an observational comic’s focus on an audience. Similarly, when a content marketer focuses on the needs, interests and idiosyncratic propensities of a particular target demographic, the efficiency of said content skyrockets.
Why? It’s simple—both a logical and emotional connection have been made.
Becoming an Observational Content Marketer
Being an awesome standup comedian isn’t a nine-to-five gig; moreover, it’s a career path that requires wholeheartedly dedicating oneself to becoming a top-tier comedian at all times. Believe it or not, the best content marketing gurus view their craft in the same way.
Honestly, it’s more of a mindset than anything else. Instead of just producing mind-numbing content, take a step back and look around you. Now, start writing. When done correctly, “engaging content” is always the end result.
