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.
And please welcome today’s guest: @DaveKerpen is the co-founder of @LikeableMedia, @LikeableLocal & #BeLikeableDay & the NYT bestselling author of @LikeableBook: https://t.co/CivfDPGVYF #ContentChat— Erika Heald | Content Strategy (@SFerika) February 4, 2019
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.
Being likeable as a brand means sharing content that YOU YOURSELF would click the Like button on, or Comment, or best yet, Share. https://t.co/uNaIsNODrg— Dave Kerpen (@DaveKerpen) February 4, 2019
A1: a “Likeable” brand I believe is one that is sharing content that is worthy of engagement I hope most brands would be likeable in a positive way 🤗 Sharing useful content #ContentChat— Sarah Clarke Biz 🇨🇦 (@sclarkeOville) February 4, 2019
A1: Being likeable as a brand and content means people feel enough emotion or connection to it that they will engage. That might mean liking, sharing, or commenting, or otherwise taking an action further than just an impression. #ContentChat— Click Ctrl Marketing (@ClkContrl) February 4, 2019
A1. I think it means focusing on creating AMAZING content, rather than just pushing to get something out the door. If you don’t love what you’re creating, why are you creating it? Because odds are, your customers won’t love it either. #contentchat— Ali Roth (@aliroth121) February 4, 2019
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.
Being #Likeable means taking off your marketing cap and putting on your consumer cap. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
Start with amazing, valuable content, for sure. But to be #likeable you must CONTINUE the conversation with your customers and prospects online! #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
A1. For me, it means being accessible, honest, transparent, and one that delivers. Some of my favorite brands solicit feedback, respond to it, engage with their community, and deliver content that serves purpose for those digesting it. #ContentChat— Patrick Delehanty (@fulldelmonte) February 4, 2019
A1 #ContentChat Likeability all comes down to a #community recognizing the value in engaging with you! pic.twitter.com/y1p9WfJQtY— Dan Willis (@MLLNNLmotivator) February 4, 2019
A1 It starts with showing interest in other people. When people feel liked, they’ll (often) reciprocate. #contentchat— Martin Lieberman (@martinlieberman) February 4, 2019
A1. Hello #contentchat (ers). For me, the word that comes to mind is ‘relatable’. A brand has to be relatable and, for B2B, this often means finding a way to humanize it. pic.twitter.com/sJeEC522W3— PathFactory (@pathfactory) February 4, 2019
A1. I see being likeable as being insanely helpful. Share great content that solves problems, treat your fans like actual people and talk to them like a human! #contentchat— MeetEdgar (@MeetEdgar) February 4, 2019
A2: I think it’s often overlooked, but your local news stations consistently put out likeable content (even if the content isn’t something the audience wants to “like” – it keeps them informed). #ContentChat— 🎙JMatt (@JMattMke) February 4, 2019
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.
A1: I would call it prioritizing (and achieving) creating a positive emotional association with your brand/content. Many brands succeed by being controversial or intelligent or challenging, but those can threaten that positive association. Not to say it can’t be done#ContentChat— Rebekah Meyer (@RebekahLMeyer) February 4, 2019
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.
.@LikeableMedia #client @GreatWolfLodge consistently shares customer stories and asks questions to drive engagement within its online community. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
A2 @StopandShop, @GiantFood & @GiantFoodStores all do a great job of creating content that adds value for their followers. #client #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
.@wendys has a distinct voice on social. It’s authentic, human, and #likeable. #NationalRoastDay is just one great example. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
Likeable brands on #socialmedia featured in #LikeableSocialMedia 3rd edition: @Nickelodeon, @Keds, @HiltonHotels, @LillyPulitzer, @OrganicValley #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
A2. Off the top of my head, @PooPourri, @innocent, @Grammarly, @CoSchedule #ContentChat— Masooma // Content Writer (@inkandcopy) February 4, 2019
A2. Agreed with all of the above. Adding @Mailchimp and shout out to some of my B2B frenzzz: @sigstr @vidyard @Drift #contentchat— PathFactory (@pathfactory) February 4, 2019
A2. Always been a big fan of brands like @CMIContent / @Moz from an industry standpoint. I think @Wendys probably has the best social media presence I’ve ever seen – they constantly make me laugh. #ContentChat— Patrick Delehanty (@MDigitalPatrick) February 4, 2019
A great example on @Twitter is @MoonPie and its irreverent tweets. It brings back memories of Mardi Gras when I lived near Mobile. I may have to partake soon for old times’ sake. A2 #ContentChat— Roselle Cronan (@MahoutMkt) February 4, 2019
A2: Maybe it’s because I’m reminiscing of Super Bowls past, but @tide comes to mind for likeable content. They do a great job of creating content that answers concerns (tide pod challenge), and other times gives us a laugh (every ad is a tide ad, right?). #ContentChat— Click Ctrl Marketing (@ClkContrl) February 4, 2019
A2: Some that I like are @Wendys, @MoonPie coke during the holidays, and @Potbelly and some of their social stuff they have been doing since their new CMO joined them. #ContentChat— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) February 4, 2019
A2. I think @away‘s #contentmarketing team is doing a great job. Every Instagram image and blog post reignites my love of travel. They’re not selling luggage. They’re selling wanderlust. And that makes me happy to be a customer. I’ve bought two suitcases so far. #ContentChat 🛄 https://t.co/vF995z70LH— David Simanoff (@dsimanoff) February 4, 2019
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.
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.- @DrMayaAngelou #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
A3. If you’re not likable, why would anyone bother listening to you? If what you say isn’t likable, chances are your brand isn’t either. #ContentChat— Patrick Delehanty (@MDigitalPatrick) February 4, 2019
A3. Being likeable, from a sales or business perspective, is important because people want to do business with people they LIKE and TRUST.— Tod Cordill (@todcordill) February 4, 2019
I have done business with sales people I didn’t like because I trusted the company. It was a little painful. #ContentChat
A3: If you’re hoping to build an audience and have an impact on people, you need them to like you! It’s all part of building the Know, Like, and Trust Factor. #ContentChat— Express Writers (@ExpWriters) February 4, 2019
A3: if engagement and growth of a brand is one of your goals then sharing likeable content needs to be part of the strategy! #commonsense #ContentChat— Sarah Clarke Biz 🇨🇦 (@sclarkeOville) February 4, 2019
A3: Likeablity matters because if your audience doesn’t care enough about your content to even give it a 👍 or ❤️, what are you creating it for? It is for the community, after all, not the brand. #ContentChat— Click Ctrl Marketing (@ClkContrl) February 4, 2019
A3. Likeability = relatability and authenticity #contentchat— allison ryder (@allisonryder) February 4, 2019
A3. Likability matters because it signifies a human connection, even if there’s a brand involved. A lot of people mentioned @Wendys as a likable brand. That’s because it’s personable. If the Wendy’s Twitter account were a human, we’d all want to hang out with them. #ContentChat https://t.co/pw7cbR9eSQ— David Simanoff (@dsimanoff) February 4, 2019
A3: Well…I don’t hang around many people that are not likable, the same is true with a brand…why would you if they don’t have anything to offer for you or content that is not worth engaging with #contentchat— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) February 4, 2019
A3.— Bentley University (@bentleyu) February 4, 2019
as a brand
etc. #contentchat #marketing
Being likeable can also increase the likelihood that your audience will recommend you to their friends.
A3: From a branding standpoint, being likeable improves your likelihood that word of mouth will travel for you – which improves your reach and brand awareness. Even can increase conversions depending on your services. #ContentChat— 🎙JMatt (@JMattMke) February 4, 2019
A3. It’s not just about products/services anymore. People buy experiences….and then talk about those experiences with all their friends! 🙂 And so everything we can do to make it a positive or likable experience, the better! #contentchat— Ali Roth (@aliroth121) February 4, 2019
If you need a standard to follow by, Derek has some advice:
A3 An email marketing firm once told me (Sorry I don’t remember so I can’t credit) they don’t publish content unless— Derek Pillie (@derekpillie) February 4, 2019
1) They learned something from it
2) They loved what they produced
3) They laughed when reading it
That’s a pretty good likability standard to follow! #contentchat
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).
Being likeable absolutely helps you meet business goals. Therefore, measure those KPI’s that track towards your business goals! #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
Measure on everything that matters: reach, engagement, share of voice, sentiment, leads, and ultimately, SALES. #contentchat https://t.co/7GdafaQdUN— Dave Kerpen (@DaveKerpen) February 4, 2019
A4. Depending on the methods of distribution + engagement, have a goal / set of KPIs that you’re watching to make sure methods / content are proving fruitful. But never underestimate the power of human interaction and pulse checking – personally engage your audience! #ContentChat— Patrick Delehanty (@MDigitalPatrick) February 4, 2019
A4: Should have defined goals and KPIs that you are measuring for each content campaign – what was defined? Clicks, links, shares, comments and so on #contentchat— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) February 4, 2019
A4: The best way to measure likeability is to start with your goals for the content. You should never create content for the sake of saying you did, but rather to help you achieve your marketing/business goals. Once you know the goal, you can determine the KPIs. #ContentChat— Click Ctrl Marketing (@ClkContrl) February 4, 2019
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.
A4 What are people doing with it? RT’ing or like’ing it? Or do they actually engage with it and reply? #contentchat— Martin Lieberman (@martinlieberman) February 4, 2019
A4. Can engagement metrics cover likeability? Sentiment analysis on comments/call-center conversations #contentchat— allison ryder (@allisonryder) February 4, 2019
A4: Look at engagement; if no one is responding (liking, commenting, sharing/RTing), then the content you’re creating isn’t very “likeable” or relevant to your audience.— 🎙JMatt (@JMattMke) February 4, 2019
If it’s not working, don’t be afraid to change it up. Always be testing to see what works best. #ContentChat
A4] While there’s no direct way to measure likeability, you can assess other factors like email churn and customer retention to see how long people stay with you #contentchat— HeidiCohen (@heidicohen) February 4, 2019
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.
A4: It always helps to create content with your audience in mind. It’s a must! 💥— Express Writers (@ExpWriters) February 4, 2019
Take some time to talk to your audience and get to know them. You can even send out a survey to get direct responses.
They’ll appreciate it when you create the content they want! #ContentChat
A4. KPIs are great…but I think there’s something awesome in straight up asking your customers if they like your content. Whether that’s a thumbs up/thumbs down on your blogs or giving them a call and asking. #contentchat— Ali Roth (@aliroth121) February 4, 2019
You don’t have to reach mass audiences to be likeable. Sometimes you can set your goal to engaging with just one person.
A4 #ContentChat Forget the masses. Forget virality. Create content that aims to serve. The number you are aiming for is 1. pic.twitter.com/fPyR0gh3iQ— Dan Willis (@MLLNNLmotivator) February 4, 2019
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.
A5: Whatever the process, your audience should always be involved from the start – who are you trying to reach and what do they want to see from you? If it doesn’t serve your audience in some way, why do it? #ContentChat— 🎙JMatt (@JMattMke) February 4, 2019
A5. Customer insight! Get to know the pain points you’re solving for and create content with that in mind. In addition, know what resonates with them, how they respond to tone, etc. #contentchat— allison ryder (@allisonryder) February 4, 2019
A5. I won’t pretend I know all the steps, but I am certain that it starts with knowing your audience. If you don’t know what they’ll like, you’re just firing into the dark. #ContentChat https://t.co/ePWsfrrVwl— David Simanoff (@dsimanoff) February 4, 2019
A5. Social listening to understand what your audience is talking about, proper buyer’s persona/ well-defined audience so that you know who you’re creating content for, and constant engaging with customers among other things. #contentchat— Masooma // Content Writer (@inkandcopy) February 4, 2019
A clear idea of your target audience, how/where they want to be reached, what they want to know, for starters. Be willing to adapt if necessary (goes along with the “always be testing” idea). A5 #ContentChat https://t.co/ulseji5YHY— Roselle Cronan (@MahoutMkt) February 4, 2019
Next, monitor the success of your content and test and retest new ideas. Listen to your audience to find content that they will love.
A5:— Click Ctrl Marketing (@ClkContrl) February 4, 2019
Spell it out with me.
T – E – S – T – I – N – G
Testing and evaluating is essential for creating successful content. Consumer behaviors change and grow, so you have to be ready to grow with them. Testing, not guessing, is the best way to get there. #ContentChat
Listening absolutely must be part of a #likeable content creation process. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
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.
A5. Communication between your marketing, social, and sales teams – make sure you understand who your audience is, what they like, how they speak, and the types of content they like. Have regular checkins and reporting, and tweak as needed. Engage, listen, and do. #ContentChat— Patrick Delehanty (@MDigitalPatrick) February 4, 2019
To create #likeablecontent, you need: 1) A Fully bought-in marketing leader at the top. 2) An agency or in-house team that can consistently create great content 3) An agency or in-house community management team to respond to everyone. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
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.
Biggest barrier to being #Likeable online is C-SUITE leaders who don’t “get” social media, and/or put short term sales above long-term relationships. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
A6. The brand or creators behind it. There’s no doubt it takes time and resources – but it has to be done. If you put the effort in to engage audiences and create likable content, it becomes a flywheel overtime – meaning content builds it’s own momentum with users. #ContentChat— Patrick Delehanty (@MDigitalPatrick) February 4, 2019
A6. You know, I think people are the biggest barriers. Tech is not the problem. First, you have egotistical people who think they’re likable and won’t be open to research, testing, and change. Second, you have leaders who don’t to green light new things. #ContentChat https://t.co/C557iQ6LcX— David Simanoff (@dsimanoff) February 4, 2019
A6. Just sayin’… Being a jerk is a pretty big barrier to creating likeable content. Not impossible, though. #ContentChat— Tod Cordill (@todcordill) February 4, 2019
A6 Lack of willingness to show personality and be human is a big barrier to creating likeable content. #contentchat— Martin Lieberman (@martinlieberman) February 4, 2019
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.
A6: Need to have the tools to understand who your audience is and what channels they are in – resources would be another barriers as you need to have the ability to create the content and to engage after the content is live #contentchat— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) February 4, 2019
A6: I think there are too many brands that just guess at what their audience wants. They don’t bother to put in the work to figure out their true needs.— Express Writers (@ExpWriters) February 4, 2019
Doing the research will really pay off. #ContentChat
I would say genuine customer understanding. We all do a lot of assuming on our customers. Through the best tools we have (keyword research, observation). But we don’t really connect to understand individual humans. And that’s tough to get budget for! #ContentChat— Rebekah Meyer (@RebekahLMeyer) February 4, 2019
A6: The biggest barriers to creating likeable content are sometimes not having the budget/resources to create the content your audience wants, or not using the data available to evaluate. #ContentChat— Click Ctrl Marketing (@ClkContrl) February 4, 2019
A6. I think the biggest barrier to likeable content is not understanding what your audience really wants or needs. Too many marketers create content that’s really for themselves (or their peers) and isn’t what your audience wants #ContentChat— MeetEdgar (@MeetEdgar) February 4, 2019
Sometimes the biggest barrier is having to create content under a constrained timeline or in an environment not suited for creativity.
A major barrier towards creating #likeable content is finding the appropriate resources to create great content in the 1st place and then effectively community-manage thereafter. #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
A6: Time and resources. You know what works but lack the resources to pull it off with the limited time you have. You need to prioritize and figure out how you can put quality content out. #ContentChat— 🎙JMatt (@JMattMke) February 4, 2019
A6. A huge barrier to creating awesome content is stepping outside of the day-to-day grind and giving yourself freedom to be creative! Deadlines are necessary, but I think our best, most likable work happens when we’re free to be creative! #contentchat— Ali Roth (@aliroth121) February 4, 2019
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.
#BeLikeableDay is all about putting positivity into #socialmedia with acts of kindness online. https://t.co/F5fPZpzzri #contentchat— Dave Kerpen (@DaveKerpen) February 4, 2019
The Content Chat community is ready to take the pledge. Are you?
Love this idea!! Can’t wait to participate in #BeLikeableDay! #contentchat https://t.co/jBvDV6F5I2— MeetEdgar (@MeetEdgar) February 4, 2019
Count me in! And I’ll try my darnedest to be likable every day, @DaveKerpen! #ContentChat https://t.co/OE5NhX8DKz— David Simanoff (@dsimanoff) February 4, 2019
Count me in #BeLikeableDay #ContentChat https://t.co/wdw3Kbmr38— Sarah Clarke Biz 🇨🇦 (@sclarkeOville) February 4, 2019
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