5 Key elements of unforgettable content

According to a 2021 study by Sprout Social, every minute, 500 hours of video are uploaded to YouTube, over 350,000 tweets are sent,?and more than 347,000 stories are posted on Instagram.

It's hard to stand out.

And while getting noticed is one question, the other is: How can we ensure people remember our content?

You don't want to invest time into content creation if people skim over your posts and forget about them that instant.

And that is one reason why "viral" content is not always the best. Because that content that we so easily share and like is not always the best memorable content.

But what makes content stick in the minds of your audience?

According to a study by Hubspot, here are the top 5 types of content that people find memorable:

#1 Funny stuff

49% of consumers say that funny stuff is the most memorable.

Let me say this upfront: if you are like me, trying to be a clown or entertainer may not come naturally and not be funny at all. But including some content that makes people smile, has the power to stand out.

I recently took a course about marketing with videos on Instagram. And they suggested funny videos as one of four types of video content. This funny content was mainly to increase reach and grab the attention of people who are not yet ready to engage with you on a deeper level.

That said, funny content may not be the best to build authority or sell - but it has a rightful place in marketing.

#2 Relatable content

36% of consumers say content and stories they can identify with are memorable.

One of the most powerful stories in marketing/sales is the classic "I have been where you are now, facing the same problems. I figured out a solution but it took time and effort. You can get there so much faster if you just buy my product."

70% of consumers also say that authenticity is a lot more important than providing polished and high-quality content.

What does it mean? Aim for telling authentic stories instead of producing videos that make Hollywood jealous.

#3 Brand values

30% of consumers say that they remember content that reflects the brand's value.

What does that mean? Be honest and dare to take a stand.

There is more to a brand than their products. We like to buy from people and companies we like and can identify with. We will remember the content that tells us more about the background and values of a brand.

That is one reason why behind-the-scenes and more personal content has its rightful place in your content strategy.

#4 Educational/informational content

This is the tip content that many brands produce.

29% of consumers say that this content is memorable.

But you have to make this type of content stand out. There is endless competition for this content and while people may remember the content the question is: Do they remember who provided it?

To make sure they do, you can spice up your informational content with stories or little anecdotes.

#5 Content showcasing products and services

Nobody says you cannot talk about your offers. In fact, you have to or people will not buy from you.

29% of consumers find this content memorable.

The key to making this type of content less annoying and infusing it more naturally into the content strategy is to present it as a solution to a problem your audience has instead of talking about features and technicalities.

Mix it up!

Don't focus on one type of content just because statistics show that it may be a little more memorable than other content.

The best content strategy is a mix of various content types.

Why?

Because different people in your audience are at different stages in their journey and their relationship to you.

A funny post has the power to reach a larger audience and make more people aware of you - but it is usually not the best content to convert audience into leads and leads into clients.

Broadly speaking there are 4 audience levels:

They don't recognize their needs. Content: mostly entertaining

Know their need but don't know a solution. At this stage, they may be interested in educational content.

Recognize their needs but only know other solutions. For them, you need content that builds trust and showcases your solutions.

Recognize their needs and know and trust you. these are the easiest to convert. Maybe they have already bought another product from you.

Your content strategy has to include content for all four stages and it should aim to move people in your audience through the various stages until they are ready to buy.

That's why you can have the best educational content - if it is the only type of content in your content arsenal, you will not see the best results for your business!