use content marketing to surprise and delight

Friday Scribbles: Can Content Marketing Surprise and Delight Legal and B2B Readers?

As the week wraps up, we offer some of our thoughts on content marketing, curate a few interesting articles we’ve come across, and tell you what we’ve been up to.

Go to Google. Type in “Thanos.” Click the image of the gauntlet on the right side of your screen, and see what happens.

Unless you’ve been living under a rock, you know that Avengers: Endgame is opening this weekend. If you haven’t been following the story, here it is in a nutshell: the good guys will again be battling against the evil Thanos, who has collected the six Infinity Stones on his gauntlet. Using the stones’ combined power, he was able to eliminate half the galaxy’s population with a mere snap of his fingers. And it’s not unlike what Thanos does to your Google search results.

What the heck does a gauntlet Easter egg have to do with content marketing? Plenty. But for the purpose of this post, it has to do with using content to surprise and delight your customers and prospects.

But, you say, surprise and delight may work for people searching for a movie based on a comic book, but it won’t work for people who are looking for B2B services—and especially not stodgy old lawyers.

Well, not all of the millions of people who will see the movie opening weekend are millennials or comic book aficionados. Some of them are business leaders and lawyers who are making buying decisions. And, believe it or not, some of those folks leave the office once in a while and have fulfilling lives outside their work. And they even appreciate creativity and enjoy having a good laugh too!

Besides, after reading thousands of words of legalese in briefs or contracts, or even in marketing materials that are a series of updates on the same cases and statutes written in the same dry way, what type of content would stand out from the crowd? A lengthy tome on the latest dense regulation from a government agency or a blog that interprets that regulation according to how its development parallels the story arc of the Avengers movies? (We’re itching to write that one—let us know if you’re in.)

Give some thought to how you might surprise and delight your readers. It’s probably not going to be giving everyone who reads your blog a car.

But maybe it’s something as simple as inserting a witty line or an unexpected, yet funny, meme in the middle of your next blog post. Start small. See how it feels and evaluate your feedback and results. We think you’ll be pleasantly surprised. And delighted.

Want to talk about ways to surprise and delight your readers? Just snap your fingers.

(More) tips to improve your content marketing

What’s new this week in the legal industry

Something to ponder as you search for those hidden but forgotten Easter eggs before they start to rot

So, what has Scribe been up to this week?

Want to take your content marketing from mini Groot into Hulk-like proportions? Let’s talk.

Published by

Kristin Walinski

Kristin Walinski is the CEO of Scribe, a recovering lawyer with corporate and law firm experience, and a prolific content marketer focused on helping law firms and legal service providers build their brands through strategic content marketing initiatives.