Improv Your Content with Comedy - Using the principles of comedy to improve your content efforts
Transcript of Improv Your Content with Comedy - Using the principles of comedy to improve your content efforts
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Using the principles of comedy to improve your content efforts
Bill Connolly, iCrossing, @billconnolly
Content Marketing Conference, May 14th, 2015, Las Vegas, NV
Improv Your Content
with Comedy
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“Eddie the Terrible” – Humane Society
“While Eddie has never actually attacked another dog, he’s made it abundantly clear that he hasn’t ruled out the possibility.”
@billconnolly
http://hssvacc.blogspot.com/2014/12/a-full-disclosure-blog-three-reasons.html
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“Oh Snap! Series” - OtterBox
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“Share the Love” - Cisco
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“Digital Predictions” - iCrossing
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Yes, and…
pic: dhhl.hawaii.gov@billconnolly
• In improv comedy, actors must say “yes” to their reality “and” build something together
• In content development, say “yes” to new ideas• Small ideas can lead to big performance• Start with a basic point of view and grow it into a
series of useful, high-quality content for your consumers
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Let it Breathe
pic: commons.wikimedia.org@billconnolly
• In improv comedy, most scenes begin in very simple ways and slowly grow to something hilarious
• The same can be true of content• Just because an idea isn’t game-changing at first, don’t
kill it and prevent it from turning into something• Remember, small ideas can lead to big performance• Let your ideas breathe, come back to them, you’ll be
surprised at what might happen
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Road to Crazy Town
pic: blog.primalpastures.com@billconnolly
• According to Amy Poehler, the key to good improvcomedy is to “live life on stage”
• Good comedy comes from everyday life• Good content comes from seemingly ordinary ideas
• Key questions from your clients• Nuanced ways to use software• How you structure a meeting
• Not all great content has to be newsworthy• Don’t take your intelligence for granted, there is an
infinite well of great content in your day-to-day
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Know Your Audience
pic: www.paperhi.com@billconnolly
• For comedians, understanding the audience is imperative to success
• The same is true for marketers• Create content your audience wants to consume, not
that you want them to consume• Spend time learning the interests and pain points of
your various audiences, and defining those segments• That way, you’ll be much more able to address their
needs with your content development efforts
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Listen
pic: ww.thedailybeast.com@billconnolly
• In improv comedy, actors must truly listen and be present in order to understand what is happening
• Marketers have difficulty listening to others instead of pushing their own agenda
• Listen, to your colleagues, your customers, and your competition, to gain insight and content inspiration
• To uncover original ideas you must be truly present in conversations with others
• It’s a difficult skill, but one that can be practiced and learned
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Everyone Fails
pic: offbeat.topix.com@billconnolly
• In improv comedy, failure is a virtual certainty• Comedians fail over and over again, and as a result
become immune to its impact• Content marketers must develop a similarly thick skin• Take risks, develop content you aren’t 100% sure will
succeed, and measure your performance to learn• Sometimes you won’t succeed, but you’ll be much
more likely to hit a home run than if you play it safe