Why Content Marketing Should Be Funny Business

As advertisers and content creators, our most difficult task is getting people to truly engage with our content. It’s true that your content doesn’t matter until someone sees it. But we want them to do more than see it. We want them to read our whole story, relate to it, interact with it, and share it. In order to do that, your content needs to have a human element. A little while ago, I wrote a blog about treating your content like a first date. How do you convince your date to go out with you a second or third time? It doesn’t hurt to make them laugh. In fact, according to college textbook service Chegg, 80% of college students remember ads that make them laugh. With Millennials on the fringe of overpowering the Baby Boomer’s spending, advertisers should brush up on their comic skills. We’ve come up with a few things to remember when trying to add a little humor to your content:

Know your market.

It’s common sense that what our grandparents think is funny is vastly different from what we think is funny, and that’s likely different from what our children think is funny. If the goal of our content is to relate to your reader, then you should study what kind of humor they react to. According to a study conducted by the journal Psychology and Aging , Millennials and middle-aged folk favor self-deprecating humor, while older people enjoy affiliative humor, which is the type that brings people together.

Stay away from controversy at all costs.

This is pretty much standard for every type of marketing. By entering into a controversial conversation, you’re probably offending a ton of people, no matter what side you’re on. Just don’t do it. Ok?

Remember that one time a certain frozen pizza brand used a hashtag about domestic violence to promote themselves? This was a poorly thought-out attempt at being funny, and they probably didn’t research the hashtag #WhyIStayed first. As you might imagine, a lot of people got really upset.

Be relatable.

This is what content marketing is all about, and that is why humor is a perfect vehicle to deliver your brand message. Think about what kind of obstacles your market might face on a day-to-day basis, and turn it into something they can laugh about. Once you’ve made the initial connection, solve their problem.