While a big fan of their super smart and creative videos, I didn’t know the idea to see what their blenders could blend came about because an executive noticed sawdust on the floor.
As it turns out, employees were putting broom handles in the blenders to see if they would blend.
And they would.
And so was born “try this at home” and “don’t try this at home” campaigns to show just how the blenders work.
One of my favorite videos is when the first generation iPad came to market and they blended one. They put a nearly $1,000 piece of technology in a blender…and blended it up! This, of course, was part of their “don’t try this at home” series. I don’t think you really want to blend an iPad.
The point is this: They make blenders. They have lots of competition. Their blenders are not cheap. They needed a story to help build the brand and make people aware of its incredible strength, but also to set itself apart from the competition that seemingly do the same thing.
And a story they found.
Keep Content Fresh
I consider myself a pretty good storyteller. I write every, single day. Even though I didn’t start out as a great blogger (which I was reminded of this past weekend when I was going through some old blog posts – oh my!), I put something on proverbial paper every day.
Now companies hire us to help them tell their stories … and guess what? Sometimes even we get stuck.
We work with manufacturing companies. We work with financial services companies. We work with software as a service companies. None of those companies have anything in common, which requires us to be extremely creative – in different ways – multiple times a day.
To help us tell their stories, we do a few things to stay creative and keep content fresh:
- Subscribe to SmartBrief. I’m a big, big fan of the SmartBrief newsletters. They aggregate a bunch of content every day (at least 10 articles) around one topic (I subscribe to entrepreneurship, leadership, and social media). It’s pretty likely they have a newsletter for your industry.
- Subscribe to Google alerts. You’ve heard me say this before, but Google alerts are an amazing tool. We work with a company that takes donated breast milk and uses it in fortified milk for premature babies. I have alerts set up for “breastfeeding,” “donate breast milk,” and “breast milk donations” (as well as the company name and their affiliated milk banks). We get lots and lots of story ideas from just scanning those every day.
- Read the comments. Maybe no one is commenting on the content you create – we have two clients like that. Their readership and subscribers grow significantly every month, but no one comments. So read the comments on other blogs inside the industry. Read the Twitter streams. Read the comments on Facebook updates. This is what we’ll call real-time research. Find out what strikes the fancy of your audience. In fact, our March Spin Sucks Pro webinar is being created around a comment someone made during the February event. Not only does it give you ideas for content, it makes people feel part of the process, which creates loyal brand ambassadors of them.
- Pay attention to current events. Can you tie into what’s happening at Yahoo! and offer a different perspective? Is there a tie-in to the Oscars or the Grammys or the Super Bowl (like Oreo so brilliantly did)? Sometimes scanning the news is the best way to get past writer’s block.
Now it’s your turn. What do you do to help keep your content fresh? To tell your story in a new and different way? To get past writer’s block?