“Take my wife…please!”

Comedian Henry Youngman told this one-liner, and it’s an excellent example of my favorite topic: content that’s engaging because it’s funny. I love writing content with comedy and personality. It’s more fun and engaging to read because it’s exciting; there’s no substitute for connecting with a writer’s passion.

When we think of funny content, we usually think of videos, such as parodies, “fails,” or animals. These short videos capture our attention, make us laugh, and (most importantly) compel us to share the video.

This is our goal:

We want to have our audience email their friends and say, “check this out!” Marketing content that exceeds expectations is not only going to provide a clear message and be SEO-savvy, it’s also going to be enjoyable. We want our audience to lean forward and be on the edge of their seat. With that in mind, here are a few tips for creating funny and engaging marketing content.

Write with passion.

Or, at least write from an angle you are passionate about, even if you’re not passionate about the topic. To find this, ask yourself, “Why would I care about this?” Even if it’s something you have no concern with, there is a human element to your writing that you subconsciously consider when you do this, and it naturally comes across. If you care about what you’re writing about, it comes through, and your audience will find it easier to engage and connect with your content.

Comedy = Recognition + Subversion.

Let’s use the Youngman example above: “take my wife” tells us he’s using his wife as an example as a setup, while “…please!” subverts our expectations: instead of telling a story about his wife, he’s simply telling us to take her off his hands. We understand both of these ideas and together they create something we didn’t expect, making us laugh. When you write, give your audience something they are not expecting. A comedic angle works great, as do more serious ideas like an eye-opening statistic or compelling anecdote.

Be colorful.

Most marketing content today is very plain, and yours will easily stand out with stylized language. As an example, let’s say I’m working on marketing content for an automotive dealership: how many times have you heard “car of your dreams?” 99 times out of 100, they are not said dreamcar. But how many times have you been told that “this debonair ‘green’ machine struts down the city streets like a model on a catwalk,” – I’ve just told you this car is fuel-efficient and has a dynamic exterior, and I did it while creating a vivid picture in your mind that you connect with. By inserting imagery and language that’s vibrant, you make your content more interesting.

Leave ’em wantin’ more.

A call to action with more information (that is attention-grabbing) is fantastic here: you give your audience a reason to act–  “I gotta find out more!” You’ve given your audience a captivating reason to seek you out, and in doing so, you’ve generated a lead. That’s all for now. I hope these tips help you create engaging content through stylized language and humor. Feel free to contact me with any questions or if you want to hear about how I landed several Hollywood television jobs by learning to carry 17 coffees in one trip.

About the Author

PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.