They might take more duck-face selfies in one day than most would in a lifetime, but you've got to hand it to those Kardashians... they sure know how to build a brand.
Regardless of how many scandals they've been in, how often they're ridiculed in the news, or how much criticism follows their every move, they've managed to keep fans coming back for more year after year.
So just what is it about those Kardashians that makes them so, uhm, sticky?
Slightly crass references to sex tapes aside, the reality-TV-show-loving family can teach us a thing or two about how to keep our target audiences returning on the regular, since it's something they do on the daily.
Enter: The Kardashian Method of Content Marketing, patent pending.
Accentuate Your Assets
Would Kim Kardashian wear a muumuu to the beach? Of course she wouldn't because it would cover up her moneymaking, paparazzi-attracting booty.
Early on in her "career," Kim identified what was getting her noticed (her curves) and has rarely been seen in anything that doesn't more than show off her assets since.
And can you blame her? As she knows, and you'd be wise too as well, recognizing the areas in which you excel is essential to attracting, and retaining, attention.
This is why, if you want readers who regularly consume your content, you need to figure out what your greatest asset is.
Say you currently write about 10 different topics on your blog, but only a handful of them are getting all the traffic, perhaps it's time to make a change.
Take Copyblogger for example, their site is fully dedicated to content marketing advice, not tips on how to write a business plan or ideas for new marketing tactics -- and it is consistently named one of the top content marketing blogs out there.
Copyblogger has found its niche and knows there's no reason to stray from it, just as Kim knows her booty is what brings in the big bucks and keeps her in the spotlight.
When you narrow your content down to what you're truly great at, (or refine the voice of your brand to one that resonates the best with your readers) that's when you'll really start to shine.
Lavish the Limelight
Would a Kardashian turn down a chance to self-promote? I'll bet Kim's sweet, incredibly large ass they wouldn't! And with good reason. They didn't reach this level of recognition by being afraid of a little (shameless) self-promotion, and neither should you.
When it comes to your content marketing efforts, you need to utilize every forum you can to get it out there.
This means posting links to your blog posts on your own social media accounts and asking friends to share as well (not all the time, but here and there), and using channels like Viral Content Buzz, BizSugar, Business 2 Community, Social Media Today, Medium, LinkedIn Publishing, and so on, to help get your content more readers.
If it's an ebook you're trying to push or a video, linking to them in your own blog posts, as well as having other bloggers in your industry link to them is a great way for you to gain exposure.
Basically, you need to continually give the people what they want (and remind them that they want it in the first place). In the Kardashian's case, that's sexy selfies and glimpses into their glitzy lives through a constant barrage of social media posts.
In your case, it might be answering reader questions on quick YouTube videos, addressing customer service issues in blog posts, writing 'quick tip' emails to subscribers, and much more, on a regular basis.
Be consistently in the limelight like a Kardashian, but feel free to wear more clothes.
Let the Haters Hate
Almost every Kardashian (and Jenner) has been subject to an immense amount of criticism: Kim for her sex tape; Khloe (unfairly) for her weight; Kris for acting like she's a boozy 21-year-old; Bruce for his botched plastic surgery and alleged desire to become a lady; and the entire family as a whole for rising to infamy without having the talent to back it up.
Yes, the Kardashians have been ridiculed endlessly, but, like a Botox-filled boomerang, they're still around. Whether it's on our TVs, in Sears (thanks to their fashion line), or inundating our Twitter streams with those aforementioned duck-face selfies, it's clear they have more staying power than Kato Kaelin.
Why is this? Because they simply let the haters hate and then continue on with their day. If they let criticism deter them, they'd never have reached the level of fame they're currently at (or have near as much in their bank accounts.)
So if you're afraid to takes chances with your content marketing or you've gotten some negative feedback and immediately want to change your style, take a cue from the Kardashians and take it with a large grain of (margarita) salt.
Developing a keep-talking-you're-making-me-famous mentality will help you deal with the mean comments in a more constructive way. Because if your content gets popular, it's inevitable, no matter how great it is, that criticism (and all its cruelties) will come.
(That being said, you should always be mindful of any trends that develop in the negative feedback you receive. If you're repeatedly being told that your tips aren't implementable, your content is boring, or your information is inaccurate, you'll want to take this seriously. This will mean refining and revising your content strategy to ensure you don't lose your readers. )
Keeping It Sticky -- Kardashian Style
What have we learned here today? That you can make things sticky without having to slap an X-rated label on them. And sticky content that makes a reader regularly return for more is something all content marketers desire.
That's why following The Kardashian Method of Content Marketing can help you create the type of content that grabs attention and holds it, year after year.
But, just in case my inappropriate analogies have distracted you from the real topic at hand, let's recap what the method entails so you can start applying it to your content today:
- Accentuate the areas in which you excel. If you aren't sure what is working best with your audience, analyze any statistics you have from your blog posts, email marketing, videos, ebooks, etc. to find out, and then revise your strategy accordingly. (E.g., narrowing down blog post topics, using a funny yet informative writing style, using the tone that gets the most email opens, and so on.)
- Promote your content shamelessly. Don't be afraid to use every medium out there, including your own personal network (selectively). Continually be on the lookout for new ways to promote your content marketing efforts as well.
- Don't let mean comments dissuade you. If you have something go viral, or just some popular content in general, the negative feedback is going to come, regardless of your writing prowess. Don't let it get to you immediately -- or make you think you need to change everything right away. Wait to see if trends appear in the feedback you receive before giving your content an overhaul.
Yes, with the right blend of shaking what your mama gave you, exposure, and confidence, your content can become as sticky as a Kardashian making bad decisions on a Saturday night. (But, thankfully, this kind comes with your dignity intact.)