Is Your Content Strategy Boring? Add a Dash of Humor.

Using Humor in Content

My husband and I got into a bit of a debate the other day. Oh boy! Of course, I won’t share the details because this is a business blog and we don’t mix politics, right? Right! But what I can say about this “heated discussion” is that I was very passionate and he couldn’t care less – which basically made me even more… let’s just say, animated.

As he walked out of the room to go on his merry way, I followed to further plead my case. Just then, he turned, stared me right in the eyes and said, “Look, I’m not paying for your effing wall!” You might have to know my husband to know that this is typical of his sense of humor. The look on his face, the timing, and the famous line from another politically-charged moment just made me crack up! Situation diffused. I’m laughing and I love him even more.

By the way, we weren’t even talking about “the wall,” really, but he used a now-famous news sound bite perfectly to tell me (in a humorous way) that he was tired of the conversation and it was the funniest thing I’ve heard in a long time. 

We can use humor to diffuse a tense situation. We can use humor to lighten the mood. We can use humor to break the ice and meet a new friend. We can use humor to humanize your brand as well and make your messaging more relatable.

It isn’t the easiest thing to do, though.

How do you know if something is funny? What is funny to you might not be to your customers and the last thing you want to do is lose a customer over a joke! *gasp* Most comedians will tell you that it’s important to know your audience and adjust your jokes accordingly. My husband certainly knows me well, so he can use my interests and background to connect with me in very real, very funny ways.

I’m not a comedian, but in an alternate universe, I imagine that I would be because I love to laugh. I love telling funny stories. And, I love cracking up with friends over silly mommy-moments and life. Sometimes, I even make new friends over a shared funny, and then there are times (I’ll admit it) when I lose the audience and I’m left laughing at myself. Awkward!

Yes, it’s happened to me and it’s likely happened to you. If it hasn’t yet, it will.

The point is, it’s a part of being human. Embrace the #epicfail moments along with the #winning ones because you’ll learn from them. People connect with the human side of a brand or story because we’re not perfect, we’re not robots, we can be awkward at times, we like funny, and we like real.

I’m being super general here to make a point.

Most companies now include content marketing as a part of their overall promotional strategy in order to better showcase the value and benefits of their products, while also highlighting their expertise and capabilities. This is a smart move!

When you start working on a content strategy for your brand or business, you will put together a list of topics that you want to cover on your blog, social media pages, guest articles and more. Maybe you’ll do a content map and identify all of the different ways that you can cover those topics. As you plan your content strategy, don’t get so mired in the details of your trade and your passion that you forget the funny!

You’re an expert in your field, so it’s easy to show the brilliance behind your brand, but it can be tough to find the funny.

Yes, by all means, create white papers, e-books, or video content to share the latest industry trends or product features, but don’t stop there… also, think about what makes you chuckle about your business or trade. You can use Google search or even Pinterest to find funny examples to inspire you, like this golden nugget on PR that makes me laugh every time I see it:

Nothing embarrassing or outlandish, we can talk about tackling those topics in a separate post.

Focus on some of the things that people in your industry geek out about or the things that are always misunderstood, you have a unique position and view on these things. If you capture moments and stories and share them in funny, relatable ways, then your content will not only impress potential customers processing your brand information in the buying cycle, but it will also connect with their hearts.

If your content strategy is boring you to tears, then try infusing a bit of funny into your next piece of content, test it with a small circle of trusted colleagues or clients, refine where necessary, and then let ‘er rip!

Need someone to vet an idea? I’d love to hear your funny story! Share it in the comments below or contact us today.

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