Is that one mine? What about that one? After half an hour of watching and waiting, we are perfectly primed to fall in love with whatever dish arrives in front of us.
On the other hand...have you ever dug into that first bite and been disappointed? Wait a second, you think, chewing, confused. The menu said chili peppers, but there are no chili peppers in this. It’s got no kick.
Flagging down the server, you ask about the missing ingredient, but he waves away your concern. “We ran out of those this afternoon,” he might say. “Hope that’s okay.”
If you think about it, your content marketing strategy is a bit like this restaurant. You have to keep all kinds of ingredients on hand to prepare what your customers want, and running out of chili peppers isn’t an option. What’s worse, if you do run out, your customers probably won’t even ask about it. They’ll just leave. And chances are, they won’t come back.
So what are the chili peppers, you ask? They’re the personality in your content—the kick that elevates all the other ingredients, transforms an otherwise ordinary dish, and ensures that your writing is memorable long after the meal (or reading period) is over.
While you might be able to get away with removing and replacing some of your other ingredients from time to time, personality isn’t one of them. Without it, your entire content strategy will fall flat. Taste buds everywhere will revolt. Your business will suffer.
We don’t want that to happen to you, so in the interest of letting you get back to your busy kitchen, let’s cover a few non-negotiables about how and where to inject some chili peppers into your content.