Consistent + persistent = trustworthy. This is the simplest equation for great content marketing. One place we can see it play out: our favorite tv shows.
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Have you ever noticed that season three is where the magic happens when it comes to tv shows?
Think about it. A mob boss is caught in the ‘sandwich generation,’ stuck between his maturing kids and dying mom (The Sopranos). Pam and Jim are pulled farther apart before coming back together (The Office). Ross and Rachel are ON A BREAK (Friends). Gang activity and police dysfunctions snarl Baltimore city politics (The Wire). Frasier appears at the bar (Cheers).
Season three magic is not true for every show, of course. Some shows come out with a disruptive premise or format, and they break the mold. Some launch and never find their footing, and fade right back out.
But for a select group, season three is about where the show gets uniquely compelling.
So why? One possible reason is that the writers, actors and producers have gelled, and found the voice and style that really resonate with their audience.
It could also be that a show is in a certain state of old-yet-new; the storylines are established, but not quite resolved, so we’re all on the hook.
Another possibility is that the show has fully earned the audience’s trust. The show has established consistent characters and consistently compelling storylines, and they fulfill audience expectations with each new episode. That earns trust with the audience; in turn, the audience really cares. Maybe season three isn’t so much better; it’s just that we care more, so it seems better.
Undoubtedly it’s a mix of these things, and different for every show. But no matter the magic, one thing is certain: by season three, a great show has been consistent and persistent.
The cycle is the same for content marketing: put something interesting out into the world (a great storyline). Do it in a human voice (relatable characters). Earn a little trust, and create an expectation for the audience (this is good, I want to see where they go next). Then persist, with another consistent piece (episode) that fulfills the audience’s expectation. Repeat.
Content marketing is a practice of sharing insights and useful information with an audience. It’s not one action; it’s a cycle of earning trust, generating more expectations, fulfilling those to earn more trust.
But if your content isn’t consistent, in voice and in quality, your audience will abandon you.
If your content isn’t persistent, they’ll forget about you.
But if you treat these two traits as your dual North Stars, the audience trust will follow.
Some financial marketing teams are well past third-season trust status. They have prominent, trustworthy voices with consistently compelling storylines. But a lot of financial services are still early in the game. The way forward is to be consistent, and persistent.
Looking for a writer to bring your financial content to life? Reach out to learn more about how I can help you build your financial brand with engaging and human content.
Posted By
Carolyn
Categories
Compound Return Newsletter, Content Marketing