We all know that content is king and is the entire kingdom.
But, the other day I was watching a youtube video of early Beatles. By the way, the Beatles were the best band. Ever.
But what’s funny is that they seemed to make a lot of mistakes. John forgets what verse he is on in this video and does his scream too early – and you can see the surprised look on his face. He also has a microphone that won’t cooperate with him.
Sometimes John forgets the words or Paul’s voice breaks like in the last verse of “If I Fell”.
The point is that it didn’t make any difference to their audience. They were screaming so loudly (mostly teen girls) and were so excited (again, mostly teen girls) that the Fab Four, who usually sang without monitors, could barely hear themselves.
So, what does that have to do with Social Media Content?
It made me realize that not only does content need to make people click, which is one of my favorite lines, but it needs to move people emotionally.
Why did people still love the Beatles concerts, which only lasted 30 minutes, and often had goof-ups?
Because they liked they way the Beatles made them feel.
Contrast that with opera – and I kinda like opera – I was the only kid on the block with a 16 record collection of Enrico Caruso – and I once drove over 5 hours to Columbus, Ohio to hear the three tenors in concert.
But I’ve heard that people would sometimes ask for their money back if Pavarroti’s voice cracked once in a three hour opera – even though the rest of the night was perfection. (I don’t know… maybe Pavorroti just needed more screaming teen girls at his concerts).
An author once revealed that good writing isn’t about telling people how to feel – like telling them to feel scared – but writing in a way that people actually feel the terror.
Why do fuzzy cats still inspire people to make the cat video go viral? It’s about how it makes them feel.
Emotions move us to action. And content is about moving someone to action so they will click on your call to action – or like the page or comment or engage in some way.
So, with your content, remember that it is more important to be like the Beatles and move people emotionally than to be like the perfect opera.
Content is about moving people emotionally. Even a business can move someone emotionally with their content. As an example, if a manufacturing company is struggling with some kind of pain such as their machine chewing up parts or something like that – and your content talks about how your product or service can make the parts go through the machine more smoothly – you’ve made their pain go away – and viola!
So, think of content as an effort to move people emotionally.
And, by the way, the Beatles WERE the greatest band. Ever.