Orange Is the New Black is not just good content. It’s great content. It can be used as a template for creating great marketing content. Why? It just is. Great content is just that GREAT CONTENT.
Many would like to complicate and define what great content is, but it isn’t rocket science. We’ve been consuming content since the dawn of time. Look at The Bible–that is some EXCELLENT CONTENT. It’s over 2,000 years old and is not just one of the most read pieces of content, but this content also has a large impact. The same can be said about Orange is the New Black. The concept of a comedic drama centered around female prison inmates with episodes being released all at once seems to be counterproductive and a tad bit corny. But somehow Netflix has made me a victim of binge watching. So, what is it that makes Netflix’s content so great?
Of course, great storytelling plays a major role. Here are 5 content lessons to be learned from Netflix’s Orange is the New Black’s major characters:
If you’ve been watching Season 2, you would know that Piper (Chapman) is starting a newsletter. A newsletter in prison. This is an unorthodox medium for communication, since she’s an inmate. Of course, she has ulterior motives. However, her fellow inmates volunteer to participate in creating the newsletter. A key to great content. If your audience feels voiceless, your content should give them a voice. Great content provokes your audience to participate, share and submit content and ideas for content, willingly participating in the content creation process.
Galina Reznikov, Red, is the mass orchestrator. She gets what she wants. And what she wants, she gets, which perfectly defines today’s consumers, especially Millennials. (Sorry. I had to do it fellow Millennials.) So, what does this have to do with great content? Giving the people what they want and when they want it. Consumers are already connected. Whether through social media or chat rooms. Be where your customers are. And be what they want.
Tasha “Taystee” Jefferson is definitely the funniest if not the most loving character on Orange Is the New Black. So, what is Taystee teaching us about great content class? To lighten up. Remember that content is consumed outside of work also. If you want your customers to engage with your content, don’t be flat and boring. This goes for B2B content also. Remember, that we’re all humans underneath our business suits.
Tiffany Doggett aka Pennsatucky is probably the most pious zealot you’ll ever meet, or see on screen. Her character teaches us to stick to our guns and beliefs when it comes to developing great content. Know your mission and stick to it. Don’t follow the trend unless the trend fits your audience and mission. Great content is consistent and has a theme.
Suzanne “Crazy Eyes” Warren is the wild card. You never know what she’ll do. Her character teaches us to pay attention to any out of ordinary trends in data when content marketing. As I mentioned before, you don’t want to let irrelevant trends cause you to change your mission. But you do want to monitor how your audience interacts with your content. Even if it’s a small data set causing the trend, Like Crazy Eyes, any crazy upset in data can provide unexpected insight.
In summary, great content:
- is so provoking, your audience volunteers to participate
- it’s personable
- it’s consistent
- and it provides consumer insight
Let me help you develop your content strategy. Email me at email@example.com.