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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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Examples of Comedic Content

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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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“Tough Season” – Onion Labs, Lenovo

@billconnolly

http://shop.lenovo.com/us/en/landingpage/nfl/

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“Oh Snap! Series” - OtterBox

@billconnolly

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“Don’t Stop A-Meme-In’” - Marketo

@billconnolly

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“Share the Love” - Cisco

@billconnolly

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Even “Big Data” Can Be Fun!

@billconnolly

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“Digital Predictions” - iCrossing

@billconnolly

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Basic Improv Principles

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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