When speaking with a client about how to craft a compelling and engaging content strategy that will attract high value readers, I often refer to the three-part methodology employed by late night talk show hosts.
1. Be timely
2. Be creative
3. Interview celebrity guests
Celebrity needs a bit of context. For Strategic Communications Group (Strategic) business-to-business and government-focused clients, we interview subject matter experts, customers, partners and influencers (i.e. analysts, policy-makers, trade group execs, etc.). That is who holds celebrity status.
Here’s an example from our work on Juniper Networks’ The Modern Network program.
The aspects of timeliness and creativity are consistent though. Like the TV host on the hunt for ratings, companies must offer readers a unique, educational and entertaining experience.
Recently, the spheres of B2B and TV talk shows intersected when Accenture was selected to take the lead on the troubled HealthCare.gov program.
ABC’s Jimmy Kimmel produced a laugh out loud faux commercial for the global consultancy.
While Accenture itself couldn’t stray this far down the creative path, the take-away is clear. Engage the market with unique and unexpected content, and you’ll attract a community of high value readers.