I came across this really cool advertising stunt by Coca-Cola. The marketing geniuses responsible for the event rigged a Coca-cola vending machine to gave out extra goodies to college students who put their hard earned college coinage into the machine.Â Students who visited the machine got a bevy of freebees designed to make people smile: free bottles of Coke, a pizza, a bouquet of sunflowers, even a very large sub. Imagine if your blog, website or social media campaign followed this same format. Instead of just regurgitating the same stuff over and over, what if a blog or a website or a social media campaign gave you doses of happiness. Okay, you don’t have to spread happiness, but you should strive to make people feel something. Whether you make them laugh, cry or get angry, you are doing what the Coke Machine is doing. You are getting people to engage with your brand. When people come to your site, blog or Facebook page expecting the same-old stuff and you give them a dose of something more…. bonus! And what do you get in return? You get loyalty, readership, engagement and possibly one more person out there who likes you. It’s a simple yet powerful lesson, one that i will aspire to practice as a marketer. So what have you done to spread the good stuff around?
What makes good content? I can wax on and give you the latest ten tips for making great content, but instead I’m going over simplify it because I’m in that kind of mood. Content is just like art. There’s good art and there’s bad art, depending on your perspective. My perspective is I like the kind of art that takes an everyday object and gives it a twist that in turn gets a reaction out of me. Any reaction will do. Here’s an example; I came across a post that documents unique street signs in Lyon, France.Â Â I’ve passed street signs with the international cross-out symbol like these in my travels abroad and here at home as well, yet I have never stopped to take notice of the design. In a matter of milliseconds, my eyes see the sign, synapses fire off registering it as a sign, I may or may not heed the instruction, then the eyeballs get bored and find something else to feed off of. Poof, forgotten seconds after the experience. But these French signs are memorable. There’s a lesson here. Content should be thought of in the same way. Why not approach your next article, newsletter, video, social media campaign etc., with the same kind of goal? Take the everyday concept and put your own personal spin on it. Recycling the same old information that anyone can find on the intertubes is easy. Coming up with a unique angle on a concept takes a heck of a lot more effort and creativity. Do the latter. If you do it right, people may just stop and take notice.