Imagine 31 movies all with very similar plots. Some share the same lead actor (with different character names and jobs). Members of the cast appear in supporting roles throughout the lineup. And every launch takes place over two months on the same cable channel.
That repetition sounds like a recipe for failure, doesn't it?
Wrong. That's the recipe for enviable success at Hallmark Channel that other platforms (including Netflix) research and copy.
And it provides a reason for content marketers to rethink the idea that they must create creative or completely original content if they want to attract and retain audiences.
# Content has to be innovative to engage an audience, right? The success of the @HallmarkChannel formula might make you rethink this in #ContentMarketing, says @AnnGynn (via @CMIcontent). Click to Tweet
Love 'em, hate' em, or don't care, you're probably familiar with the Hallmark movies. Again, here's how the formula works:
- A woman experiencing a life change and going to a new destination is said to be temporary. It's usually a family visit or short-term relocation for a work project.
- While there, she faces a challenge – the family business is failing, or the owner of a property her owner wants is unwilling to sell.
- She also runs into a man with whom she has conflicts – a childhood classmate she no longer likes, someone who works for her employer's competitor.
- As she works to solve her challenge, she discovers that the man is as helpful or not as the bad guy she thinks he is.
- The couple realizes they like each other.
- She decides to stay, and the movie ends with a kiss.
Why does telling the same story every day for months or even years work (Hallmark extended that model of storytelling from Christmas to all four seasons)? And, can the Hallmark method work in content marketing?
Let's explore together.
first . Original content is not (always) required
Take a page from Hallmark's script and spend less time coming up with original ideas and original content. Familiar content remixed into new packages that work just as well or even better to engage and grow audiences. Easily recognizable content cues make it easier to use your content and set expectations for understandable and rewarding results. (Movies mark themselves with the ability to multitask – even if you're not paying attention for a few minutes, you can easily catch up.)
I don't recommend no original or thought-provoking content. You still have to add a unique twist of your brand and a new angle to familiar elements in your content. Adding a few original ideas will appeal to audiences who always want something different while retaining those who rely on the familiar to help them get started with new ideas and approaches. .
Bring original thoughts into your #ContentMarketing, but also repeat familiar elements. You'll help your audience warm up to something new @AnnGynn says via @CMIcontent. Click to Tweet
2. A story doesn't have to be a marathon worthy
Repeating a familiar tone, style, and plot won't guarantee instant success. Hallmark started airing just a few movies a year before turning them into a full marathon Countdown to Christmas . Now in it 12order Each year, the countdown runs October 22 through December 19, with new movies (including some dual features) premiering every Friday, Saturday, and Sunday (plus Thanksgiving).
After you publish or broadcast a few pieces of content based on familiar elements, go back and see how your audience reacts. Check your analytics: How many impressions or views does the content get in the first week or month? How much time does the reader or viewer spend? How often do they click the call to action?
Your analytical questions should connect directly to content marketing strategy goals yours. Once you find what type of content, theme, or plot works best, jot down that formula.
3. No spoiler warnings needed – audiences can see how the story ends
All Hallmark movies have happy endings. Otherwise, they might not be popular. The audience enjoys the comfort of knowing how things will turn out. They don't have to worry too much that things will go badly for the characters.
In marketing, case studies also play a similar role. A brand will not publish a customer story that remains unresolved. Audiences consume them even when they know the results will be positive. They want to know the story that led the client to a successful outcome. What problem do they need to solve? How did they look for a solution? Why do they choose yours? What benefits did they experience from the solution?
4. Help with familiar faces
Markup films usually include one (or two) familiar faces. Many actors started their careers as children – including Candace Cameron Bure (Full House), Lacey Chabert (Party of Five), Tamera Mowry-Housley (Sister, Sister) and Danica McKellar (The Wonder Years).
Hallmark also used the same main actors – male and female – in multiple films in a single season. They simply switched pairs, so the same actress and the same actor wouldn't play together in the same season. For example, this year Lacey Chabert stars in Christmas Waltz, which premieres November 28, and Time for Us to Go Home for Christmas, which premieres December 5.
Audiences appreciate seeing faces they know. Think about introducing familiar faces – source or storyteller – throughout your brand communication.
If you do a digital print run for a client profile photo session, make sure that client becomes one of the faces on your company website. That approach allows your audience to see someone they can recognize from your other content, and conveys an authenticity that archival visuals can't.
Or, create a series of videos with a particular thought leader as the host or host of each episode.
Note: Improved Hallmark's recipe for variety. This is where I don't recommend copying Hallmark. The channel's lack of diversity in casting – especially for the lead roles – has arrived criticized a few years ago and even lead to this 2019 Saturday Night Live Skits:
Since then, Hallmark has made some strides (though it still has a long way to go.)
5. Consider producing sequels to popular stories
Some Hallmark movies became so popular that the channel created a sequel every year. Does any of your barrel content require sequels or even a spin-off series?
If you've already featured the person or business, you can do a follow-up to see what has and hasn't changed since you last told their story. Likewise, if a podcast episode spikes in your downloads or listens, think about “next” topics and add them to your editorial calendar.
Or, if you find someone shining in front of an audience, consider showing that person a video or podcast show.
6. A larger audience doesn't require a bigger budget
Movies about the festival holiday attract About 80 million viewers for a holiday season a bit more than Netflix series like The Crown or The Witcher, which cost a lot more to produce.
Hallmark productions reuse shooting locations (just as they reuse plot points) and whatever else they can. They can get bundle discounts when the actors' contracts also include multiple movies.
Keep this approach in mind as you consider how to get the most out of it content marketing budget . Explore the set of content you're planning and identify the resources you'll need to create it. Then find ways to save money by producing packaging. For example, if you are going to publish a video every month, can you save time and money by writing all the scripts and shooting them in one batch? (You'll need to consider whether your on-camera talent should wear the same clothes or change their outfits.)
Or, if you know you'll need to hire freelancers to write multiple stories over the next six months, you can save time by finding a qualified writer and creating a single, all-inclusive contract. parts. You can even claim bulk discounts.
7. Expecting a copycat movie
The remarkable success of Hallmark films spurred many copies. This year, Lifetime will air 35 similar holiday movies. Last year, it ran 30, including the first same -sex narration . ( Hallmark aired the first series featuring a gay couple later that season and create a sequel for 2021.) Netflix, Peacock and others There are also laurel holiday romance films that tell stories. Even if your recipe is still relevant to your audience, consider what adjustments you can make to keep your content up to date, relevant, and familiar to your audience.
College faculty' isn't outside of your storytelling laurels. Think about small tweaks to your formula to keep #content feeling current, relevant, and (but) familiar, @AnnGynn says via @CMIcontent Click to Tweet
Watch out
I would follow the Hallmark model and deliver what you can expect – clear resolution. Fans, non-fans, and even haters of the Hallmark model can learn a lot about what to do — and what not to do — by studying its success.
Moral of the story: Audiences love to consume something familiar. With a little futuristic thinking, you can create engaging content that aligns with them and your brand.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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