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Is Your Content Marketing Human?

content marketing tipsAs inbound marketing dominates the digital landscape, we continue to see the advancement of digital publishing tools, analytic suites, and measurement techniques. And while these tools make life easier (such as scheduling your posted content), it also holds the risk of tarnishing your brands personality if not used appropriately. 

As the amount of content audiences are exposed to increases, so does the need to create content that favorites the establishment of a unique brand voice.  

Because humans aren't robots (yet)...this simply can't be accomplished by just plugging data into a scheduling tool. There needs to be original content that is human in nature. 

Content that appeals to human emotions, and is therefore unique and engaging, often falls into the following three categories: 


The Informant

Always educational, this content has the sole purpose of spreading awareness directly related to a specific event/idea.


The Creative

Often seen in the form of timed campaigns and contests, this strikingly original content often provides the highest opportunity for extending a brand's reach and exposure. 



The Entertainer

For many, consuming content is often a direct source of entertainment. Whether it be watching a viral video or creating a meme, people often go to their favorite brands for that brief moment of light-hearted detachment from their day-to-day lives.  


The key to remember when developing any content strategy is to always follow the golden 80/20 rule. Meaning that 80% of your content should be personable and engaging, with only 20% of it being self-promoting.

Strive for engaging relationships that proves neither yourself nor your content is to be automated by a robot...but rather connected through a message.

Join The Conversation

  • Deanna Baisden's picture
    Oct 9 Posted 3 years ago Deanna Baisden

    Excellent article on Starbucks, Daniel! The brand truly understands the importance of establishing a human connection through unique, engaging, and compelling posts thoroughout all their social channels. 

  • Daniel Tay's picture
    Oct 8 Posted 3 years ago Daniel Tay

    "Strive for engaging relationships that proves neither yourself nor your content is to be automated by a robot...but rather connected through a message."

    Yes, absolutely agree with this! At the end of the day, sitting on the other end of the line is another human, and we should treat them as such. Starbucks is an excellent example of how companies can "be personal". In fact, I dedicated an entire article to their unforgettable service recently, thought you might be interested to read it: Thanks for the reminder again, Deanna :)

  • Deanna Baisden's picture
    Sep 24 Posted 3 years ago Deanna Baisden

    You said it perfectly, Tom! It's vital for companies to undertand the importance of treating your content/social strategy like a newsroom, always paying attention to the needs of your audience + brand influencers. 

  • tuusensational's picture
    Sep 24 Posted 3 years ago tuusensational

    Excellent article. Social media and content are extremely personal. The focus is the audience and what engages them and what is on their minds at a particular moment. Knowing your audience and what messages, current events, services you offer, etc. that answer their questions, all these add up to content and social media effectiveness. Selecting the appropriate format is critical to responding and anticipating a favorable engagement and to sharing as well. Social media's challenge is the rate at which it expands and changes, it fits no real schedule or conforms to a preset strategy; it will change and morph in an instant.

  • Deanna Baisden's picture
    Sep 24 Posted 3 years ago Deanna Baisden

    Ava, your points are some of the exact reasons why I wrote this post! As long as we are naturally social creatures, so should companies. Technology can't always provide a direct replica of human emotion, making it vital to maintain an organic aproach to any social content strategy.

  • Deanna Baisden's picture
    Sep 24 Posted 3 years ago Deanna Baisden

    Barbara, you are right on target! One of the most amazing things about content marketing is the level of community it builds within a brand. Companies need to be quick to realize that it's about more than just getting good anayltics...It's about building the relationships! 

  • Ava Cristi's picture
    Sep 24 Posted 3 years ago Ava Cristi

    Exactly, Deanna. There’s no point in social media if you, as a human, are not being “social”. Is there already a technology that accurately understands the context of a post, for example? Starbucks’ content is good execution because it is shown from a consumer’s perspective. There’s no fancy model in sight nor it is taken by a high quality camera: just a simple material shared just like the others.

  • bbmcKinney's picture
    Sep 24 Posted 3 years ago bbmcKinney

    Great article Deanna. We must put in mind that content marketing is not necessarily about selling our products.It's more on providing the customers the right information.Sad to say only few companies fully understand the real meaning of content marketing.

  • Deanna Baisden's picture
    Sep 23 Posted 3 years ago Deanna Baisden

    Jarvis, Thanks for the kind words! I'm glad you enjoyed the post...and that your'e not a robot. :) 

  • jarvisemerald's picture
    Sep 23 Posted 3 years ago jarvisemerald 80% = You're awesome and spot on to a regularly addressed topic. This is always good to be reminded about. Thanks. 20% = Yeah, my content is tres human ;P

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