• BUSINESS BLOGGING TIPS

How (and When) to Use Humor In Your Blogging Content

By: Eva Webster| VP of Operations @ Article-Writing.co
Posted On: March 10, 2016
Think about the last commercial you remember watching. Chances are it was somehow emotionally engaging. The most successful commercials can be categorized in emotional extremes – whether it’s a heartfelt telephone company ad about staying connected or a terrifying PSA about drunk driving, the emotional impact is strong. A content writing services company knows this all too well.
They also know that the most effective form of advertisement, however, is a commercial that’s funny. Entertaining commercials are so successful because they do two things.

1.They make you pay attention to the ad.
2.They inspire good feelings.

Your marketing can use humor to do the same things. When you inject humor into your blog, for instance, you grab the attention of your consumer. Once you have their attention, you can then better engage with them. The association of humor with your content also gives them good vibrations – the connect that good feeling with your business, which can lead to more sales and a better customer relationship. This is also something you or a content writing service can easily accomplish on your own blog.

But this begs the question – how much is too much? Is there a way you can go overboard with making your content too humorous? How can you best insert it into your blog?
So you know why humor is good for your blog – but how should you go about making it funny?

The best way to get the attention of any customer is to engage with them immediately. There’s a common piece of advice given to those who are about to give a speech that says to start with a joke – do this in your own content. Set the tone to be casual and grab your customer’s attention right away. When you make them laugh within the first couple of sentences, you’ve got them.

Don’t go with overly complex or vulgar humor. Off color jokes might work on the radio or in sitcoms, but they don’t work for your business. Keep things light and fun – don’t go too overboard. Sprinkle in a few witty lines or puns here and there to keep the tone consistent, but find a good medium between less and more.

Here’s a tip – always get someone to go over your content before you post it. Whether you’re getting content from a content writing service or you’re writing it yourself, get someone to test out the humor in your content. You aren’t looking for someone bursting at the seams like they just listened to the best comedian in the world. A small chuckle or smile is all it takes to know they appreciate the humor.

The When – Know when it’s appropriate to be a funny blog.

Here’s a disclaimer to start you off: know your target audience and brand. Some businesses are simply not suited to humor. For instance, it might be in bad taste for a funeral director to start cracking jokes while showing off caskets to grieving families. Keep that in mind with your own content’s purpose. Do you have a business that simply isn’t suited to humor?

If you answered “no” to that, let’s proceed.

You do want to establish a professional relationship with your customers, so humor isn’t necessary on every single page of your website or blog. You can be funny and professional, of course, but it’s also important to remember to keep things even. You want to be taken seriously and not seen as a class clown.

If you’re getting your content outsourced, ask your content writing service writer or editor what they recommend in terms of humor and offer and specifics you’d like. Good questions to ask yourself and your writer are:

– What is my target audience and how can the humor appeal to them?
– How much humor is too much humor for my blog content?
– Is it appropriate to include humor in this content?
– How can this humor effectively lead to a customer engagement?

Discuss this and see what conclusions you can come to. The perfect blog answers all of these questions and executes them in the funniest way possible.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.