There isn’t a situation in life that can’t be responded to with a F.R.I.E.N.D.S. quote. Feeling overdressed? Could you BE wearing any more clothes? Disagree with someone? It’s a Moo point. What about keeping secrets? They don’t know that we know they know. It might be almost two decades since the sitcom aired its final episode but generations of binge-watchers will continue to live, laugh and love through the six unforgettable characters.
But what could this multi-Emmy award winning series have to do with content marketing? For one thing, Ross teaches you, “Unagi is a state of total awareness. Only by achieving true Unagi can you be prepared for any danger that may befall you.” Yes, we’re always prepared in content marketing. Remember how quickly content shifted after the outbreak of covid-19?
Here’s what else our favorite six-some have taught us.
She’s Your Lobster
Yes, it’s all about narrative consistency. Just like the chemistry between Ross and Rachel that lasted all 10 seasons, content marketers need to not just weave a story that makes sense. This means keeping the bigger picture in mind and ensuring that all the pieces of content help join the dots to complete the story. This also means consistency of content shared across channels and platforms. This is what helps build a memorable brand image. So, while every piece should stand out individually, it should also fit together like the pieces of a jigsaw puzzle in the wider storylines.
Joey Doesn’t Share Food
Would you ever be so brazen as to take a fry off Joey’s plate? Of course, not. That’s because you know his relationship to food, especially meatball subs. In the very same way, when you know your target audience, you know exactly how to interact with them. You know what they love, what their pain points are and how to engage with them. This makes your content powerful in reaching out to them and building relationships.
Run Like Phoebe
Don’t be afraid to stand out from the crowd. That’s what made Phoebe one of the most loved characters on F.R.I.E.N.D.S. As a content marketer, we try to do things before they become a trend and everyone else has jumped on to the bandwagon. So, think outside the box. Think so outside that you’re so far from the line, “the line is a dot to you!” That’s what makes you memorable and keeps you ahead of the curve.
Pivot. Pivot. PIVOT
As Monica told Rachel in the very beginning of the series, “Welcome to the real world. It sucks. You’re gonna love it.” Like everything else in the real world, trends change quickly in content marketing. Geopolitics, natural disasters, and pandemics can quickly change the way the story is told. You need to be able to pivot quickly to remain relevant. And for that, you need to stay tuned to what’s happening around you. Google updates algorithms, Biden passes new corporate tax laws or Australia goes back into lockdown. Agility to alter your storytelling without losing the consistency of your narrative will give you the edge over the rest.
You Have to Stop the Q-Tip When There’s Resistance
In other words, our final thoughts on this matter is that just like F.R.I.E.N.D.S., your content should be something that people want to go back to and tell others about. And just like the sitcom, make it evergreen, something that people will identify with years from now. Your target audience’s pain points aren’t based on fads and trends, they are real life issues. So, let’s leave you with one last thought from F.R.I.E.N.D.S.