by Leslie Hancock
In B2B marketing, we have a tendency to be pretty serious about our topics. We've even been accused of being boring. So lighten it up sometimes! BuzzSumo recently analyzed the social share counts of over 100 million articles to find out what makes content go viral. In terms of emotions, a third of the articles that users shared evoked laughter or amusement. Add joy, and almost half of all the emotions that prompted content sharing were about humor and happiness. Make people feel good, and they are far more likely to engage with and share your content.
Three quick and easy ways to inject some humor into your B2B content marketing:
- Use a funny photo or illustration with your blog post (see above).
- Make a subtle pun or joke with your headline (or a really, really terrible one if that's what you prefer -- again, see above).
- Add a little self-deprecation to show you (and your brand) don't take yourself too seriously.
As always, be judicious in your use of humor -- there have been some pretty spectacular failures when brands went too far -- but do use it from time to time.
For an example of how to use just a touch of humor in B2B marketing content, here's a lighthearted take on location-based marketing technology in an infographic I worked on for Phunware: GPS vs. Wi-Fi vs. Beacons.