“The thing about comedy is you want to try to be funny.”
That sage advice from the instructor at the DC Improv was my welcome to the world of stand up. Fast forward a decade and nearly 200 performances, and I’ve come to learn that…indeed…it does help when a routine is funny.
Funny is subjective though. There is a process to comedy and a successful show is influenced by three things: 1) originality; 2) relevance; and 3) timing.
It’s kind of like the world of content marketing. (How is that for a bridge?)
Recently, I spoke with a marketer who is a new hire for a long-standing Strategic Communications Group (Strategic) client. Her company is ratcheting up their investment in content creation and she has been gathering best practices.
I cited Strategic’s work in Web2Sales and my penchant for comedic story telling to outline three steps to build a corporate content program:
- Define an editorial strategy. What do you want to communicate to readers? Why should they care? You have to think like a publisher and a journalist, rather than a marketer.
- Make your content unique. Articulate thoughtful opinions, feature exclusive profiles of industry influencers and publish rapid response to timely market developments.
- Create a personality. Is the focus on lessons learned to help customers succeed? I call that “sharing and caring.” Want to quickly change or disrupt the status quo. That’s the “angry man.” You choose the approach; just stick with it and be consistent.
Here is video of my joke to open the Inbound Marketing Summit in San Francisco. It is original, relevant to the audience and well timed with a double punch line!