Content Marketing Blog mint

Content Marketing Blog

Live, Laugh, Blog

Humour in Content Marketing

"Why did the SEO expert cross the road? To get hit with traffic!"1

For years, humour has been used in literature and content to engage audiences. From Shakespeare to Einstein, many notable figures in history used humour as a means to relay complicated or niche messages.

As any marketer will attest, incorporating the basic tenets of content marketing can make your content seem dry or taxing to read. Infusing humour into your writing can keep your readers interested to read, share, and comment upon.

Laughter Is the Best Marketing

The goal of any brand marketer is to convert relevant audiences into loyal fans. With the saturation of content out there (hello, internet!), it can be tricky to stand out in the crowd without compromising your brand values or proposition. For readers, humour is an effective tool to separate the mundane from the relevant. Studies show that 75% of consumers appreciate humour in a brand’s tone and voice.2 Humour is a good way to show personality and show the authenticity of a brand.

Being funny on paper is easier said than done. As writer Brad Smith says, "we’re not all natural-born comedians," which makes the task a little more challenging.3 Luckily, there are tons of brands that have nailed the art of humorous content. You can take inspiration (and notes) from some of the following:

  • Netflix: The streaming giant is hilarious on their various, geo-specific social media accounts. Furthermore, Netflix uses their own footage to create most of their content and poke fun at themselves.
  • Merriam Webster: Along with a seemingly infinite supply of definitions, Merriam Webster frequently shares content about the origins of our favourite words. They complement their blogs with witty posts on Twitter, often relevant to pop-culture conversations of the day.

Putting Humour to Work

So why aren’t more marketers incorporating humour into their writing?

According to Marc Ensign, most marketers believe that readers aren’t looking for humour. They’re looking for information and want to read blogs that are useful.4 While that is correct, the element of investment is missing. "Your content must do more than just educate," says Ensign. "It must entertain."

He offers tips that can help make the experience of humorous writing a little less daunting. Here are a few that can make your zingers ring to the right audience:

  • Use Metaphors: Metaphors are a great way to simplify a tricky concept, while incorporating your own spin. They’re also a great way to incorporate your audience’s interests and expertise without sounding too "on the nose."
  • Isn’t It Ironic: When it comes to your industry, your audience will share the same woes that you do. Talking about those contradictions is a great way to infuse a chuckle into your work. But too much irony, and you can sound like a cynic.
  • Borrow from the Greats: There is a lot of funny content out there. Let it inspire your future posts. There’s no harm in identifying what works and applying those methods to your writing. However, if you do borrow, give credit.

Humour is an age-old method to keep people engaged with your content. It can be an important tool for content marketers, if they know how to incorporate it.

If witty, humorous content is not your cup of tea, we can help. At MintCopy, our talented team of writers incorporates wit and intelligence into the work we produce for your business.
 
Use our online form to get in touch today. Follow us on Facebook, LinkedIn and Twitter to stay updated on the latest content marketing trends.

Share


Recent Posts

Sheetal Pinto - 8/15/2019 06:00

In the early days of social media marketing, big numbers were a big deal. Brand marketers were hankering after more likes, more shares, more followers, and just more love in general. Today, that craving hasn’t gone away entirely, but here’s a fun fact: 196% of social media users that engage in online conversations about a brand, are not even following the brand. 2Internet users spend a lifetime average of 5 years and 3 months on social media.

Sheetal Pinto - 7/25/2019 06:00

Better Content = Stronger Connections!

Have you ever been intrigued by the title of a webinar or conference seminar? “9 Breakthrough Strategies to Build Your Business in ’19!” screams one headline. “Everything You Need to Know About Attracting New Customers!" says another.  The promise of insights often leads you to register for the session quickly. But how often is the headline the best part of the presentation? Are you sometimes disappointed with the scarcity of useful content and left wondering why you wasted your time?  Weeks later, you start receiving multiple emails' pitching' you the presenter's services. You realize the event was a fishing expedition designed to get your contact information. Instead of building your trust, the sponsors have disappointed you and may have inadvertently alienated any future relationship.

Sheetal Pinto - 7/18/2019 06:00

How Negative Reviews Can be Used to Drive Positive Traffic

It’s no surprise that the internet can be a mean place at times. For a small business, negative reviews online can feel particularly aggressive and personal. Unlike the Amazons and eBays of the world with their deep pockets, there’s no PR team to deal with public criticism or cushion the blow.

Sheetal Pinto - 7/11/2019 06:00

Crafting Quality, Conversion Driven Landing Pages

For new content marketers, SEO can feel like rocket science. While it is a science, it doesn’t require a PhD to understand and master. A key metric of success with SEO content is conversion. Understanding the science behind conversion, and how to leverage more of it, can help marketers succeed with their brands online.

Sheetal Pinto - 7/3/2019 09:53

The Importance of Using the Right ‘ism’s’ in Your Content

For Canadians, summer has kicked off to a great start. Between NBA Championships and Canada Day, it seems like us Canucks have our Canadianisms on full HD colour display for the world to see. For our neighbours south of the border, even this post might be too Canadian. After all, is it colour or color?

Sheetal Pinto - 6/27/2019 09:53

Call Me, Definitely!

What do you think of when you think of a CTA for your digital content?

Is it “Read More” or maybe, “For a limited time, you can subscribe for $9.99 and pay no delivery fees?”

Sheetal Pinto - 6/13/2019 06:00

5 Ways to Make Your Content Share-Worthy

In 1994, the first blog was published on the internet. It was created by Justin Hall, an American college student, and it wasn’t called a blog – just a personal homepage.1 25 years later, there are thousands of active blogs on the internet. Amidst this saturation of work, it can be daunting to ensure your content hold its ground.

Sheetal Pinto - 6/6/2019 06:00

Making Content Marketers Better Managers

When a sports team wins a big championship, the success is credited to two major factors: the players and the coach. One could argue that a team is only as good as the direction they’re given. That’s why, it’s no surprise that the best coaches in NBA, NHL and the MLB are loved by their teams. Whether they’re coaches, mentors or simply managers, regardless of your field of expertise, the person responsible for giving direction and instruction has a pivotal job on their hands.

Sheetal Pinto - 5/30/2019 06:00

Give Your SEO Strategy A Shot in the Arm

There’s a lot that goes into an effective SEO strategy: from quality to consistency, relevance to speed. For many people, the latter comes as a surprise. It often feels like a waiting game once you’ve uploaded your content, sitting patiently as your ranking slowly increases for weeks on end. That’s frustrating – after all, having your content earn top rankings shouldn’t feel like a marathon.

Sheetal Pinto - 5/16/2019 06:00

Effective Methods to Improve Your Writing Style

Let’s face it: being an expert in your field does not make you an expert at writing about it. Even for the best writers, creating a variety of content on a continuous basis can be a challenge. For marketers who don’t consider writing their strongest suit, the task seems outright daunting.