High Fives! Great Content Marketing on a Facebook Post by a NY Times Bestselling Author
Sometimes, it’s great to give a High Five to campaigns, social media posts or others that we see and think, “Hey, that was awesome!” So in our “High Fives” column, we’ll point out a job well done… and what it was we thought worked. And because marketing is rarely about one specific element but the overall consistency, tone and voice, we thought we’d help you see when those individual pieces are done well.
[Tweet “Great example of a high-five worthy social media post by @Brenda_Novak @theaterofmktg”]
This High Five! goes to NY Times Best Selling Author Brenda Novak on her Facebook page. Here is the social media post:
What We Loved
The Content Shared Fit her Audience’s Needs
Brenda Novak writes stories of love, romance, family and suspense — in the genres of contemporary romance, romantic suspense and historical romance. The unifying thread? Romance. The romance reader audience is robust and one underlying aspect of what most readers of these popular genre look for is the happy ending that defines a romance novel. In terms of “audience need,” that means her audience is looking for that sense of hope, that sense of optimism about love.
The content included in this post tied into that core need beautifully:
“Couple honored for longest marriage in America Reveals Their Secret…”
It’s relevant to the people who read her books. Now, if she was Stephen King? Not so much. Knowing your audience, and offering them content that is complimentary to what they love about your work and what draws them to you specifically is key.
It connects her community.
This is an outside article, from another website. in addition to connecting to the core needs of her audience, it also connects into her community by mentioning previous interactions that she had with her followers on social media. If you were part of that interaction, it brings you back. If you’re not, it makes you want to belong.
It Adds a Sense of Urgency
We are born procrastinators. So when something in marketing builds that desire inside to ACT, we call it a sense of urgency. Act now. Not later.
The copy of this post builds in that “act now” feeling:
“after the newsletter I just sent out, where so many here contributed on how to make a relationship last“
If you aren’t receiving her newsletter, it makes you wonder what was in it. It makes you want the newsletter —but it does it in a way that honors the community that she’s built (her target audience) and shows how connected her newsletter is to that community. It shows what you’re missing if you’re NOT getting her newsletter.
As you can see, every communication you have with your audience can deepen their relationship with you. This post does a beautiful job.