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February 4, 2019 Content Chat Recap: Making the Case for Likeable Content

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Most marketing activities boil down to one purpose: building relationships. Without the trust, loyalty and familiarity of your audience, they are not likely to engage with your brand or your content. One way to build these relationships is to be likeable,  but what does that mean and how can you become more likeable?

In this #ContentChat, we were joined by Dave Kerpen (@DaveKerpen) to learn how to create more likeable content to build relationships that last.

Q1: What does it mean to be likeable, from a brand and content standpoint?

Likeable content is anything that your audience engages with, including through liking, commenting or sharing.

A likeable brand not only produces likeable content, but also engages with its audience and provides value through its content and services. This often involves humanizing the brand. 

Be careful to not mistake controversial with likeable. Content can be shared or engaged with for a variety of negative reasons, which can hinder your chance of being a likeable brand.

Q2: What are some examples of brands that consistently produce likeable content?

The community shares some of their favorites. What makes the content likeable? The content answers questions, asks questions to drive engagement, has a distinct voice, utilizes local or seasonal references, and/or simply makes us laugh. Engagement is a huge factor in making a brand likeable.

Q3: Why does likeability matter?

Think of a brand as a person. If that person is not likeable, you will not want to listen to them, talk to them or trust them. An unlikeable brand will have a difficult time growing its audience and getting traction from its content. 

Being likeable can also increase the likelihood that your audience will recommend you to their friends. 

If you need a standard to follow by, Derek has some advice:

Q4: How can I measure the likeability of the content I’m creating?

Before you can measure likeability, you need to set your goals/KPIs (ideally those that tie back to larger business goals). 

You can choose anything to track, including likes, retweets, reach, email (un)subscriptions, etc. You can also analyze comment volume and sentiment to gauge your likeability.

The key to being likeable is providing value for your audience. Engage with them and give them an opportunity to weigh in on the direction of your content. 

You don’t have to reach mass audiences to be likeable. Sometimes you can set your goal to engaging with just one person.

Q5: What should a likeable content creation process include?

First, you need to know your target audience. Understand how they consume content, the struggles they are facing, and how you can help them.

Next, monitor the success of your content and test and retest new ideas. Listen to your audience to find content that they will love. 

There are some behind-the-scenes factors that are critical for success, such as alignment with your various customer-facing teams (marketing, social, sales), and the internal resources and executive buy-in to give content its rightful priority. 

Q6: What are the biggest barriers to creating likeable content?

Company leadership or content creators can be a barrier, especially when egos or misunderstandings get in the way.

Likeable content is built around a deep knowledge of your audience. This can involve costly investment in time and/or tools to help, which is a barrier.

Sometimes the biggest barrier is having to create content under a constrained timeline or in an environment not suited for creativity. 

Q7: @DaveKerpen give us the scoop about #BeLikeableDay. What’s it all about, and how can we participate?

Be Likeable Day is February 26, and you can pledge to commit at least one act of kindness on social media that day. You can learn more about ways you can do that here. 

The Content Chat community is ready to take the pledge. Are you?

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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