ClickHole vs. Content
Today the internet was abuzz with the launch of ClickHole, The Onion’s satirical answer to BuzzFeed and other sites who sometimes feature over-the-top, “click bait” style headlines. While The Onion’s team has, as always, nailed the humor and satirical execution — from the site’s name to article titles like "16 Pictures of Beyoncé Where She’s Not Sinking in Quicksand" — the site is a good reminder that for content marketers. it’s not enough just to juice the headline. There’s got to be good content behind it — otherwise it’s just a click hole that does nothing for your brand.
Modern Marketing: Data Points + Puppies
From Fast Company:
Last year on March 27th, more people searched for real estate online than on any other day of the year. Century 21 is looking to take advantage of that this year by adding puppies to the home buy-and-sell extravaganza.
Taking a big data insight and layering on puppies is almost guaranteed to drive lots of squee!-driven shares — and in fact, that’s a bet the brand is making with its entire brand campaign, ”in which clients compare working with a Century 21 agent to being surrounded by puppies.”
In some ways, data + puppies is the epitome of modern digital marketing — driven by virality and fueled by data and memes. And whether you think Century 21’s end result is dumb (puppies?) or brilliant (puppies!), it’s the approach that matters. Starting with data and an understanding of what users want, finding where it intersects with who you want to be, then developing creative that pays off that vision is the smartest way to approach marketing for today’s web.
Happy, Sad, Afraid, Angry
According to a new study, these are the primary emotions humans feel — the ones that drive them to take action.
Other data shows that the top five emotions that drive people to share on social are amusement, interest, surprise, happiness and delight. And the New York Times found anger to be their biggest sharing motivator.
For marketers, this data says one thing, and it couldn’t be clearer: Happy, amused, or angry, to drive shares and action, our content needs to make people feel something. We need to touch those primary human emotions through powerful stories if we want to achieve the impact we (and our clients) dream about.
It’s about being human first, and a marketer second. (Not a bad idea most of the time.)
Putting CSR at the Center
I was going to say that cause marketing is having a moment, but it’s really better to say that cause business is having a moment (with brand benefits to boot). Amazon recently launched Smile, enabling customers to build in charitable donations to their Amazon purchases, while Tom’s just launched a marketplace for socially responsible companies to sell online. And this visualization of the impact skill-based volunteering companies are increasingly sponsoring shows the difference we all can make — individually and as part of our employers’ organizations. Lots to like about the innovation here to make CSR a seamless part of the brand/company experience.
This is all great news for a lot of folks on both the giving and receiving end. Even better? Studies show consumers care more and more every year about the social impact of their favorite brands, so it’s great news for business as well.
The short version? Doing good is a good idea — and good ideas can make the process of giving even better.