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missmentelle · 5 years

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This might sound very silly but I just don't know how to be more proactive. I've been very passive all this years until this point where I feel like I can't anymore. I wish I could be more hardworking for the things I want but I get all overwhelmed and don't even know how other people have the energy or the motivation. People think Im just lazy. I don't have almost any skills let alone any that I can monetize, I feel like Im going to be a looser forever.

I think this is a problem that a lot of people - especially younger people - are struggling with right now. We want to achieve great things, and we feel like we should be achieving great things, but many of us are so paralyzed by doubt/anxiety/apathy/uncertainty that we have a hard time mustering up the motivation to run basic errands, let alone chase our dreams. I’ve certainly spent more than my fair share of time beating myself up for the countless days that I’ve fucked around on Reddit all day instead of actually achieving anything, even when I was fully aware that I was sabotaging my own dreams and goals by doing so. I just couldn’t always muster up the ability to care about the things I needed to be doing, even if there were dire consequences for not doing them. The good news is, there are definitely ways to overcome this issue, and reach a point where you are happier with your progress and your life. To get started, I recommend:

Decide what it is you actually want. Telling yourself to “be more proactive”, “work harder” or “have a better life” is not helpful if you don’t actually have specific goals that you’re working towards. It is very, very easy to find ways to be “busy” for 8 hours per day - but being busy doesn’t necessarily mean progress. Take some time, and think about some rough goals that you’d like to actually work towards. Don’t worry about how much work or effort it would be to achieve those goals, just start thinking about what you want in life, and what’s the most important to you. Think about the kind of life that you would like to have someday, and start figuring out the steps you need to take in order to get yourself from your current life to the life that you envision. It’s okay if those things are very far apart - the point is not for you to get overwhelmed, but for you to have something to be proactive about.

Start slowly. You cannot go from “spending 8 hours per day mindlessly browsing the internet amidst a pile of old take-out containers” to “running 5 miles every morning before making art for 8 hours in a spotless apartment with a fridge full of vegetables” overnight. Trying to change your routine too drastically and too quickly will lead to you burning out in a couple of days and going right back to your old ways, with an added dose of self-hatred because you tried and failed. Trying to be more productive and more functional is a process, and a long one at that. It’s not at all unusual or abnormal to take several years of work before you get your life to where you want it to be. Start slow. Start with incredibly tiny changes, and slowly build up those changes over time. If you currently live on a diet of fast food and candy, and you want to be a shredded, clean-eating fitness guru, you can’t rush into that all at once. Start by swapping out full-sugar pop for diet pop for the first month, and trying to drink more water. That’s it. Don’t make any other changes. Then the second month, switch out diet pop for flavored water. And so on. Change only sticks when it’s gradual.

Focus on one thing at a time. Again, trying to do too much, too soon is a recipe for fast burnout and self-hatred. Start by trying to change one area of your life, and one area of your life alone. Once you feel like you have a pretty solid handle on that part of your life and you have established some new habits, then you can add on a second area of focus. Spend some time, and really think about which area of your life is the most important for you to change, and which area of focus will improve your life the most. If it helps, envision your problems as rocks that you are carrying around in a backpack with you at all times. What’s the heaviest rock in your backpack? If you are overweight, unhappily single, making no progress building your YouTube channel and failing out of college, then your college grades are probably the thing causing you the most stress in your life, and they’re your most urgent concern - focus on that, and give yourself permission to let the rest of it sit on the back burner until you have boosted your GPA. Only then will you be ready to start changing something else.

Go easy on yourself. I think one of the pitfalls that many young people face these days is that they absolutely crush themselves with unrealistic expectations of what they “should” be doing with their lives; it’s hard to get up the motivation to do anything when you’ve convinced yourself that the bare minimum for success is an impossible ideal. I have friends with master’s degrees who still consider themselves failures that haven’t done anything in life. Remember that you are not a machine. Even at your most successful and high-functional, you will not be perfect and productive 100% of the time. You will still have lazy days where you don’t get much done. You will still occasionally order takeout instead of making a home-cooked meal. You will still occasionally procrastinate. Don’t set yourself up for failure by comparing yourself to an unattainable ideal - just aim to be a slightly better version of what you are right now.

Get used to tracking, even without making changes. It’s hard to set goals for improvement if you don’t have a solid idea of what you’re actually doing right now. Telling yourself things like “stop being so lazy and do more things” is setting yourself up for a spiral of self-loathing if you don’t actually track what you’re doing, because you won’t be able to see the small, gradual progress that you’re making. Being able to actually see yourself taking baby steps toward your goal is important for keeping you motivated, and keeping you from beating yourself up. Don’t track absolutely everything in your life - that becomes obsessive after a while - but keep an eye on some of the major things that you might want to change in the future. Install apps on your phone and laptop that track how much time you spend doing what. Set up the step tracker on your phone. If you want to eat better in the future, start tracking roughly what you eat now. I’m a pretty avid bullet journaler, I track a lot of my daily habits. Keeping track of the things you do, even if you’re not proud of them, and even before you start to work on them, gives you a baseline to work with, so you can establish how bad the problem is and see when you’re heading in the right direction.

Forget the obsession with monetizing. A lot of us have gotten this idea in our heads that we need to find ways to monetize everything that we’re even remotely good at, or doing that thing is somehow a waste of our time. I don’t want to generalize about millennials and gen z too much, but I do feel like our generation was raised on the belief that “doing what you love” is the most important thing in life; I personally have many friends that are obsessed with monetizing, to the point that they no longer do anything unless they can find some way to funnel it into advancing their blogger/influencer/creator career. I think this is a mistake. When you monetize something that you love doing, you turn it from a hobby into a job, with all the stress that comes with that, and I think it’s important for everyone to have at least one thing in their life that they do just for the joy of it. It’s okay to let work be work, and play just be play. And I say this as a person who has monetized one of my hobbies; I love true crime and forensic psychology, and I co-host a true crime podcast that has recently had a huge surge of popularity and is on the cusp of being monetized. I could write an entire post about the mental health side of being a creator with a public online presence, but in a nutshell, turning my podcast from a hobby into a business has required me to take it a lot more seriously, and it now falls more into the category of “work” than it does “fun”. My enjoyment of life requires that some of my other hobbies - like playing music - just stay un-monetized hobbies. Let yourself create and do things that don’t have economic value.

Don’t compare yourself to what you see on social media. I have had both personal friends and followers on this blog tell me that they feel bad about themselves because their life doesn’t measure up to what they see on Instagram, or because they feel that their own lives would not be worthy of posting online. This is a toxic mindset to get into. The things you see on social media are not reality, no matter how much they appear to be - people put incredible amounts of effort into carefully cultivating an online persona that makes them look more productive and accomplished than they actually are. I have a brother who who is a somewhat successful Instagram “influencer”, alongside his more successful girlfriend, and I could write an entire post about the lengths they go to to fake having perfect lives on Instagram, and the toll that their Insta careers are having on their mental health. If you are looking to be a more productive version of yourself, it’s best to steer clear of “motivation” from people who are paid to pretend to be successful online.

Set measurable, achievable goals. Goals like “be healthier” and “do more stuff” won’t get you anywhere - they are so vague that it’s not possible to tell when you’ve actually achieved them, or how much progress you’ve made. If you want to be more productive and feel like you’re getting more done, you need to set goals that can actually be worked towards and checked off when they are done. Instead of “go to the gym more”, aim for “go to the gym 5 days per week” as your end goal, and start with a solid couple of months with “go to the gym at least once per week”, and slowly increase from there. If you’re aiming for something big like “have an awesome job”, break that down into medium-sized goals like “finish an undergrad degree”, and then break that goal down even further into “hand in all my assignments on time this semester”, and break that down further into “write the first 10 pages of my paper by the end of the week”. Set tiny goals for yourself that you can easily achieve, and that will gradually accumulate into big accomplishments.

Remember that slow progress is better than no progress. If you write one sentence per day, it is going to take you a really long time to write a novel. It will take you a whole lot less time, however, than if you get overwhelmed at the thought of writing a novel and never write at all. Sometimes you need to break goals down into steps so small that they also seem not worth doing. It can feel a little silly to congratulate yourself for things like “brushed my teeth today” and “texted someone back today”, but those are little habits that add up into bigger things, and giving yourself that positive reinforcement is important. “Greatness” and “success” are not things you achieve all at once, they are made up of tiny habits that you’ve been working on for months or years at a time.

Take care of your mental health. Not feeling the motivation to do anything, even things that you enjoy, can be a symptom of depression. Everyone beats themselves up from time to time for not being more productive, but if your brain is constantly on a feedback loop of “I’m human garbage and I’m wasting my life”, that’s a pretty serious problem, and a solid sign that it’s time to seek out some professional help. Trying to make major life improvements without addressing underlying mental health concerns is kind of like trying to drive a car without wheels - you’re just not going to get anywhere until you’ve dealt with the obvious problem.

Remember that setbacks are okay. Even the most highly proactive and high-functioning people have days where they say “fuck it” and order takeout to eat in front of the TV. Everyone occasionally misses deadlines or leaves things to the last minute when they shouldn’t. Everyone shows up late occasionally. These things happen - we are humans, and none of us are perfect. The key to long-term proactivity and productivity, though, is not to let those small setbacks define you, and not to throw away all the progress you’ve made over a bad day or a bad week. Eating healthy six days per week will put you in a much better position than deciding “fuck it, I blew it” after one bad meal and returning to eating unhealthy meals 7 days per week. As the saying goes, don’t let perfect be the enemy of good - in other words, perfection is not attainable, and getting hung up on being perfect will prevent you from achieving many things that are good. The idea is not to be perfect; it’s just to keep striving to be a slightly better version of yourself.

Best of luck to you!

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enchantedisabella · 5 years

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Modern Greek Gods

my ig is vivacityandvellichor

Apollo: patron god of memes/vines. absolutely has a meme acc with over a million followers. you think peter parker, a fucking gen z meme legend, isn’t his illegitimate child? that he made just to spite athena with spiders? you are w r o n g

Zeus: the one those Straight White Guys (ew) pray to. often they place maga hats at his altar but even Zeus isn’t that much of a douchebag to support tr*mp and he burns them and strikes those guys with lightning at once. he’s that kind of dad that refuses to vaccinate his kids tho (sigh)

Athena: literally the inventor of just fucking shitposts that mess with your head and are filmed by Apollo saying shit like ‘i have faced God and stepped over Her heaven to get to my throne’. probably runs a shitpost acc and a feminism acc at the same time with wildly different posts, but everyone knows it’s her. there’s even accounts comparing her captions on her different accs bc one will be like ‘big mood gonna go die now bc for some reason i didn’t want the tide pod challenge to die and I DID IT wtf is wrong w me im begging for the sweet release of death’ and the other will be like ‘systematic oppression is only beneficial to straight white males who will continue to oppress poc, women and lgbt+ if they don’t recognise their privilege’

Persephone: kindest person ever. except when you try her, karma’s gonna be a bitch to you. usually she just stays home and plays with her cats, probably spends half her life as a stalker on tumblr or running an aesthetic ig, and the other half baking muffins to throw in the face of her enemies but also to give the best ones to her mom. is definitely taylor swift reincarnated, there’s no doubt.

Demeter: andrea swift reincarnated. that soft friend who will go batshit crazy if something happens to her precious daughter. 100/10 has a very good mother-daughter relationship. hates gossip column blogs but loves it when the tea is served for someone that deserves it. (kanye anyone?)

Aphrodite: works at buzzfeed, no doubt. one of those fashion bloggers with a ridiculously huge influence over celebrities even though all they do is post outfit combinations and promote products, and always has steaming hot tea to serve on every website available. loves dishing out to demeter and gets along surprisingly well with apollo who is also invited to those premieres with her (though for different reasons ofc). runs the most colourful ig acc ever, has an insane amount of followers. wakes up with perfect hair and no one knows how.

Poseidon: youtuber. one of those annoying ones who always say to subscribe to their channel before really doing anything much or saying anything worthwhile? like, why not say it at the end when people actually know what your content is about??? always gets invited to those youtuber conventions but hellaaa problematic. not a total dirtbag, supports feminism and everything, but he just has an overall toxic personality. athena stays tf away. somehow is actually lowkey hot tho and has had flings with every other well known celeb who lives near him.

Hades: HIGHKEY anime stan. pretends to like shit like my chemical romance but actually jams to one direction when alone. video games and pokemon go is their life 24/7, but they still try to hide the fact that they waste their (probably few) remaining days on it even tho everyone already knows. has tried tiktok once and went viral for being hilariously fucking bad. definitely has a meme face. apollo once made a meme out of hades’ face to spite him but it actually also went viral and now hades is known as the ‘pikachu corndog guy ’ around the internet. sometimes ppl ask for selfies on the street and he h a t e s it. will flip them off but can’t swear without sounding like a twelve year old who hasn’t gone through puberty.

Dionysus: is incredibly good at tiktok. once did such a smooth pop and lock with six of his nymphs that it went viral. can shuffle up the stairs like hell was freezing over but he didn’t give a shit. runs those eating asmr accs that’s mainly just him stirring drinking wine super loudly until he passes out (somehow still gets a staggering ton of views), but before that, poseidon makes sure to film all the stupid shit he says to put it on his youtube channel. athena’s sometimes there too and uses his overconfident phrases for her shitposts. needless to say, dionysus is a legend on stan twitter.

Ares: will Fite you. is literally the equivalent of a human trash can. people do put maga hats at his altar and he fucking wears them like the fucking trashbag scum that he is. athena plots different strategies to kill him and has polls for the best ones on her story. Straight White Guy trashhhhhhhhh. nobody likes him. he runs an ig acc with maybe four followers at best, and they’re all just all his other own accs that he uses to anonymously harass athena so she can’t shove his own failures into his face. she always knows it’s him, though. people beat him into pulp on online arguments but he refuses to admit that he’s wrong. gets a kick out of harassing people on the subway. athena refers to him as ‘it’ every time she talks about him because she says that subhuman feces should be referred to by the correct pronouns.

Hephaestus: that one sleazy guy at school who’s best friends with hades but isn’t as bad as asshole ares. knows that ares is morally wrong, but still is kind of ok with him unlike everyone else. wouldn’t go so far as to like him tho. that geeky guy who always gets invited to parties. nobody knows how, but he’s in the ‘popular’ crowd, but often overlooked. some people think that it’s because he does all his hw for them, but actually, hephaestus is that guy who’s sleazy and cheap but really slick and conniving. can get himself into any club. that guy who only uses social media to stalk others, and he follows like 1000+ people but nobody will follow him. kind of a douche but not so much to become revolting. haaaaaates poseidon bc they’re both toxic af and recognise it in each other but not in themselves. that guy who apologises for a racist thing from eight years ago that’s been brought up. actually means the apology but doesn’t have much empathy.

Hera: rules wattpad and i mean rules it. her stories basically win every bad boy x good girl cliché award ever. terrible grammar but somehow has a shit ton of votes and comments. has had a string of shitty boyfriends but only has eyes for zeus, the most problematic guy ever whom she keeps on returning to. she blogs about all her relationship failures mostly because she’s too hooked up on zeus, and all her ten million followers tell her to get some therapy or help but she never does. queen of falling into toxic relationships and honestly athena hates her personally but feels really sorry for her. probably doesn’t understand feminism all that much but still wants equal rights for everyone. doesn’t care if you’re lgbt or a diff race, and i don’t mean accepting i mean she literally does not give a flying fuck. one of those ppl who is ‘fake woke’ bc they actually do have good morals at heart but say things like ‘i don’t see colour’ only for athena to reply scathingly w things like ‘you actually do, you just don’t want to acknowledge your own white privilege by admitting it bc to admit it is to admit that you actually have been born w an upper hand’. def is one of those straight white girls who actually are decent and try their hardest to understand racism but just can’t get it. vents on wattpad yet somehow only gains followers.

Artemis: ah, saved the best for last. arty is a fucking queen, she’s the one who consistently burns tr*mp on twitter and challenges views. probably an actual activist irl who is v well known and promotes herself through ig. is probably best friends with taylor swift and emma watson. probably lowkey has the best singing voice and is actually an artist using music to protest. is mutuals with her feminist acc with athena on instagram. probably best friends w her and they do everything together, run a joint private finsta with a fairly small following of 500 people but post the most aesthetic bff photos.

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batmanego · 6 years

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lets talk about court/eousmingler

cool. fun. right. whatever. i used to be @cromslor on tumblr.hell which is when i got involved with ace discourse and was basically. uh. fucking. i wouldnt say harassed but. definitely intimidated and whatnot in a way that was manipulative, gross, and just generally bad.

so naturally 2 years later or so i ask “hey, what the fuck was that abt”

and im sent this message

while its too long to screenshot ATM i did copy it all down, my comments in italic

“why are you comparing me to people making genocidal statements just because i’m part of the movement that motivated them to say those things?”

(what the fuck does this mean? are you comparing exclusionists to literal actual nazis? when i told you i was jewish? what? excuse me? what? what?)

hmmmmmm for the same reason i compare TERFs to other TERFs who’ve said horrific things and committed horrible acts of violence! because being part of the same movement that caused those acts to take place makes you complicit in them. participation in a movement that births such bigotry is to willingly associate yourself with (and support!) said bigotry.

(for the last time, nobody is saying that asexual people deserve death or whatever keeping them from our community is different than advocating for their extermination or bodily harm.)

also i don’t willingly talk to folks that young on here.

(well you did so)

and i don’t imply people fake their ethnicities or religions, or in this case ethnoreligious identities.

(you totally did is the thing? you literally compared me to the white cis goy woman)

even though a gentile white cis woman spent over a year pretending to be a black trans Jewish woman to help the exclusionists get Oppression Points, so Jewish inclusionists would have reason to be on their toes about that…but as a gentile i ain’t got no right to postulate that shit.

when you say i “implied you faked your jewishness” are you referring to that whole debacle where a gentile exclusionist said a symbol made by Jewish people was some secret nazi code? because i beg of you not to pretend that the gentile accusing Jewish people of creating secret nazi code symbols wasn’t antisemitic in doing so.

(I AM REFERRING TO THE INCIDENT IN WHICH YOU IMPLIED I WAS FAKING BEING JEWISH)

the ace exclusionist movement on this website has a record of harboring someone that a number of them (four or five popular bloggers) knew to be a pedophile (tumblr user Leftbians), and still reblogging her posts and helping her gain popularity with minors.

(youre right but have you fucking looked at the inclusionist side of things. please)

a movement that does that isn’t a safe place for minors to be in.

(yeah. same with the other side)

i don’t like talking to minors on here unless they need like help/advice with an abusive situation or something…there’s been a few incidents of me arguing with someone and then going “holy shit its a Kid??” and ceasing correspondence. but yeah my style of discourse is so direct and volatile that interacting with naive minors is avoided, unless i’m saying something to keep them from getting hurt.

(WEJHDFGJDGJ THIS IS NOT WHAT YOU DIIIIIIID!!! YOU DIDNT DOOOO THAT! I AM AND WAS A MIIIINOR! AAAAAAAAAAAAAA!)

but if i did talk to exclusionist kids knowingly, you bet your ass i’d be warning them that the movement they’re in isn’t a safe place for them to be in. “why did you list reasons exclusionists are dangerous to a kid??” the same reason you’d list the reasons ANYTHING is dangerous to a kid.

assuming i knew your age at the time which i probably did not. i don’t remember you, so idk.

(my age was publically listed on my blog. do do do do do do do)

and also for the record this was. years ago from what you’re saying. (this was at max 2 years ago badadadada) i dont say “this was years ago!” to minimize it or imply it wasn’t a big deal, quite the contrary. i just say “this was years ago!” to explain that my memory of you and what was going on at the time is probably gonna be at least a lil fuzzy.

(i would have accepted your reasoning if you didnt just point out that you werent doing it for this suspicious reason in a very suspicious way)

ANYWAYS im fucking tired. im fucking exhuasted. im fucking dying to death. will you guys miss me

#ace discourse #what.ever #whatever!#TELEPHONE.TXT

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ubizheroes · 7 years

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Tangential Content Earns More Links and Social Shares in Boring Industries [New Research]

Posted by kerryjones

Many companies still don’t see the benefit of creating content that isn’t directly about their products or brand. But unless you have a universally interesting brand, you’ll be hard-pressed to attract much of an audience if all you do is publish brand-centric content.

Content marketing is meant to solve this dilemma. By offering genuinely useful content to your target customers, rather than selling to them, you earn their attention and over time gain their trust.

And yet, I find myself explaining the value of non-branded content all too often. I frequently hear grumblings from fellow marketers that clients and bosses refuse to stray from sales-focused content. I see companies publishing what are essentially advertorials and calling it content marketing.

In addition to turning off customers, branded content can be extremely challenging for building links or earning PR mentions. If you’ve ever done outreach for branded content, you’ve probably gotten a lot of pushback from the editors and writers you’ve pitched. Why? Most publishers bristle at content that feels like a brand endorsement pretending not to be a brand endorsement (and expect you to pay big bucks for a sponsored content or native advertising spot).

Fortunately, there’s a type of content that can earn your target customers’ attention, build high-quality links, and increase brand awareness…

Tangential content: The cure for a boring niche

At Fractl, we refer to content on a topic that’s related to (but not directly about) the brand that created it as “tangential content.”

Some hypothetical examples of tangential content would be:

A pool installation company creating content about summer safety tips and barbeque recipes.

A luggage retailer publishing country-specific travel guides.

An auto insurance broker offering car maintenance advice.

While there’s a time for branded content further down the sales funnel, tangential content might be right for you if you want to:

Reach a wide audience and gain top-of-funnel awareness. Not a lot of raving fans in your “boring” brand niche? Tangential topics can get you in front of the masses.

Target a greater number of publishers during outreach to increase your link building and PR mention potential. Tangential topics work well for outreach because you can expand your pool of publishers (larger niches vs. a small niche with only a few dedicated sites).

Create more emotional content that resonates with your audience. In an analysis of more than 300 client campaigns, we found the content that received more than 200 media mentions was more likely than low-performing campaigns to have a strong emotional hook. If your brand niche doesn’t naturally tug on the heartstrings, tangential content is one way to create an emotional reaction.

Build a more diverse content library and not be limited to creating content around one topic. If you’ve maxed out on publishing content about your niche, broadening your content repertoire to tangential topics can reinvigorate your content strategy (and your motivation).

Comparison of tangential vs. on-brand content performance

In our experience at Fractl, tangential content has been highly effective for link building campaigns, especially in narrow client niches that lack broad appeal. While we’ve assumed this is true based on our observations, we now have the data to back up our assumption.

We recently categorized 835 Fractl client campaigns as either “tangential” or “on-brand,” then compared the average number of pickups (links and press mentions) and number of social shares for each group. Our hunch was right: The tangential campaigns earned 30% more media mentions and 77% more social shares on average than the brand-focused campaigns.

So what exactly does a tangential campaign look like? Below are some real examples of our client campaigns that illustrate how tangential topics can yield stellar results.

Most Hateful/Most Politically Correct Places

Client niche: Apartment listing site

Campaign topic: Which states and cities use the most prejudiced/racist language based on geo-tagged Twitter data

Results: 67,000+ social shares and 620 media pickups, including features on CNET, Slate, Business Insider, AOL, Yahoo, Mic, The Daily Beast, and Adweek

Why it worked

After a string of on-brand campaigns for this client yielded average results, we knew capitalizing on a hot-button, current issue would attract tons of attention. This topic still ties back into the client’s main objective of helping people find a home since the community and location of that home are important factors in one’s decisions. Check out the full case study of this campaign for more insights into why it was successful.

Most Instagrammed Locations

Client niche: Bus fare comparison and booking tool

Campaign topic: Points of interest where people post the most Instagram photos in North America

Results: 40,000+ social shares and more than 300 pickups, including TIME, NBC News, Business Insider, Today, Yahoo!, AOL, Fast Company, and The Daily Mail

Why it worked

Our client’s niche, bus travel, had a limited audience, so we chose a topic that was of interest to anyone who enjoys traveling, regardless of the mode of transportation they use to get there. By incorporating data from a popular social network and using an idea with a strong geographic focus, we could target a lot of different groups — the campaign appealed to travel enthusiasts, Instagram users, and regional and city news outlets (including TV stations). For more details about our thought process behind this idea, see the campaign case study.

Most Attractive NFL Players and Teams

Client niche: Sports apparel retailer

Campaign topic: Survey that rates the most attractive NFL players

Results: 45,000+ social shares and 247 media pickups, including CBS Sports, USA Today, Fox Sports, and NFL.com

Why it worked

Since diehard fans want to show off that their favorite player is the best, even if it’s just in the looks department, we were confident this lighthearted campaign would pique fan interest. But fans weren’t the only ones hitting the share button — the campaign also grabbed the attention of the featured teams and players, with many sharing on their social media profiles, which helped drive exposure.

On-brand content works best in certain verticals

Tangential content isn’t always necessary for earning top-of-funnel awareness. So, how do you know if your brand-centric topics will garner lots of interest? A few things to consider:

Is your brand topic interesting or useful to the general population?

Are there multiple publishers that specifically cover your niche? Do these publishers have large readerships?

Are you already publishing on-brand content that is achieving your goals/expectations?

We’ve seen several industry verticals perform very well using branded content. When we broke down our campaign data by vertical, we found our top performing on-brand campaign topics were technology, drugs and alcohol, and marketing.

Some examples of our successful on-brand campaign topics include:

“Growth of SaaS” for a B2B software comparison website

“Influencers on Instagram” for an influencer marketplace

“Global Drug Treatment Trends” for an addiction recovery client

“The Tech Job Network” for a tech career website

Coming up with tangential content ideas

Once you free yourself from only brainstorming brand-centric ideas, you might find it easy to dream up tangential concepts. If you need a little help, here are a few tips to get you started:

Review your buyer personas.

In order to know which tangential topics to choose, you need to understand your target audience’s interests and where your niche intersects with those interests. The best way to find this information? Buyer personas. If you don’t already have detailed buyer personas built out, Mike King’s epic Moz post from a few years ago remains the bible on personas in my opinion.

Find topics your audience cares about with Facebook Audience Insights.

Using its arsenal of user data, this Facebook ads tool gives you a peek into the interests and lifestyles of your target audience. These insights can supplement and inform your buyer personas. See the incredibly actionable post “How to Create Buyer Personas on a Budget Using Facebook Audience Insights” for more help with leveraging this tool.

Consider how trending news topics are tangential to your brand.

Pay attention to themes that keep popping up in the news and how your brand relates back to these stories (this is how the most racist/bigoted states and cities campaign I mentioned earlier in this post came to be). Also anticipate seasonal or event-based topics that are tangential to your brand. For example, a tire manufacturer may want to create content on protecting your car from flooding and storm damage during hurricane season.

Test tangential concepts on social media.

Not sure if a tangential topic will go over well? Before moving forward with a big content initiative, test it out by sharing content related to the topic on your brand’s social media accounts. Does it get a good reaction? Pro tip: spend a little bit of money promoting these as sponsored posts to ensure they get in front of your followers.

Have you had success creating content outside of your brand niche? I’d love to hear about your tangential content examples and the results you achieved, please share in the comments!

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nereomata · 7 years

Text

Tangential Content Earns More Links and Social Shares in Boring Industries [New Research]

Posted by kerryjones

Content marketing is meant to solve this dilemma. By offering genuinely useful content to your target customers, rather than selling to them, you earn their attention and over time gain their trust.

Fortunately, there’s a type of content that can earn your target customers’ attention, build high-quality links, and increase brand awareness...

Tangential content: The cure for a boring niche

At Fractl, we refer to content on a topic that’s related to (but not directly about) the brand that created it as "tangential content."

Some hypothetical examples of tangential content would be:

A pool installation company creating content about summer safety tips and barbeque recipes.

A luggage retailer publishing country-specific travel guides.

An auto insurance broker offering car maintenance advice.

While there’s a time for branded content further down the sales funnel, tangential content might be right for you if you want to:

Reach a wide audience and gain top-of-funnel awareness. Not a lot of raving fans in your “boring” brand niche? Tangential topics can get you in front of the masses.

Comparison of tangential vs. on-brand content performance

So what exactly does a tangential campaign look like? Below are some real examples of our client campaigns that illustrate how tangential topics can yield stellar results.

Most Hateful/Most Politically Correct Places

Client niche: Apartment listing site

Campaign topic: Which states and cities use the most prejudiced/racist language based on geo-tagged Twitter data

Results: 67,000+ social shares and 620 media pickups, including features on CNET, Slate, Business Insider, AOL, Yahoo, Mic, The Daily Beast, and Adweek

Why it worked

Most Instagrammed Locations

Client niche: Bus fare comparison and booking tool

Campaign topic: Points of interest where people post the most Instagram photos in North America

Results: 40,000+ social shares and more than 300 pickups, including TIME, NBC News, Business Insider, Today, Yahoo!, AOL, Fast Company, and The Daily Mail

Why it worked

Most Attractive NFL Players and Teams

Client niche: Sports apparel retailer

Campaign topic: Survey that rates the most attractive NFL players

Results: 45,000+ social shares and 247 media pickups, including CBS Sports, USA Today, Fox Sports, and NFL.com

Why it worked

On-brand content works best in certain verticals

Tangential content isn’t always necessary for earning top-of-funnel awareness. So, how do you know if your brand-centric topics will garner lots of interest? A few things to consider:

Is your brand topic interesting or useful to the general population?

Are there multiple publishers that specifically cover your niche? Do these publishers have large readerships?

Are you already publishing on-brand content that is achieving your goals/expectations?

Some examples of our successful on-brand campaign topics include:

“Growth of SaaS” for a B2B software comparison website

“Influencers on Instagram” for an influencer marketplace

“Global Drug Treatment Trends” for an addiction recovery client

“The Tech Job Network” for a tech career website

Coming up with tangential content ideas

Once you free yourself from only brainstorming brand-centric ideas, you might find it easy to dream up tangential concepts. If you need a little help, here are a few tips to get you started:

Review your buyer personas.

Find topics your audience cares about with Facebook Audience Insights.

Consider how trending news topics are tangential to your brand.

Test tangential concepts on social media.

Have you had success creating content outside of your brand niche? I’d love to hear about your tangential content examples and the results you achieved, please share in the comments!

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