I — like many children — have been influenced by my parents’ taste in music. Most notably, I followed my mother’s Beatlemania.

My license plate is PNYLANE. My desk is littered with the Fab Four. You won’t find wedding portraits on the walls of our home, but you will find vintage posters and framed albums.

These four young guys from Liverpool exploded onto the international stage in the early 60s and — armed with a unique sound and flair for fashion — changed the world in a mere decade.

But as I think about how extraordinary my favorite band has been in changing music and pop culture, I thought (nerdily) “How can the Beatles ?”

Find your style

Before they kicked off the British Invasion in their three-piece suits, The Beatles strutted the streets of Liverpool and Hamburg, Germany in black leather pants and jackets. By 1966, they were donning psychedelic satin army suits as Sgt. Pepper’s Lonely Hearts Club Band. They had a style, and they had it together.

Your organization is no different.

It might be time to refine your style guide, or if you’ve never had one, create one to maintain messaging and consistency for your brand.

Style guides should clearly outline:

  • Spelling and grammar guidelines for your brand
  • Voice and tone
  • Use of colors, logo, slogans and more

You may want additional details, too, especially if you work within a large team:

  • Image selection, sizing, and alt tag guidelines
  • SEO requirements or guidelines
  • Author formatting guidelines, templates, approval processes

Users should love you, yeah, yeah, yeah

When The Beatles released their hit single, “She Loves You” in 1963, it was a whole new realm of songwriting for Paul McCartney and John Lennon — pivoting from self-pity love songs to encouraging a friend that “she loves you!”

When you’re rethinking your user experience, consider how your content speaks to your audience. Are you talking readers or users directly? Remember, we don’t read websites in groups, so speaking to “you” rather than “customers” establishes a much stronger, more reliable relationship between your users and your brand.

If you’re not sure who your audience is, developing a couple user personas can serve as a guide for you and your staff as you write or edit content and messaging.

All you need is engagement

The Beatles were really good at press conferences. When they arrived on U.S. soil in 1964, the stiff press-men (yes, men) of the day were poised to tear them down. But their cheekiness and quick Liverpool wit set the stage.

Press (to George Harrison): Are you married?
George Harrison: No, I’m George.

Press (to all): What kind of girls do you like?
John: My wife.
Press: How about you?
George: I like John’s wife.

Being funny, smart and engaging was the name of the game, and the press ate it up. Even when they weren’t plugged into amps, they kept the people in front of them entertained.

Your digital presence and content should do the same. Think about how you can engage with your audience in new ways and with a new voice, outside of conventional marketing. Consider:

  • Can a stronger and more dedicated social media presence open up conversations with potential customers and visitors?
  • Are there any newsworthy topics you could use to educate your audience through infographics, animations or videos?
  • Do you have opportunities in the walls of your organization to speak to audiences in a new way or help them solve their problems?

Shake it up, baby!

In February 1963, the Beatles recorded their first major record Please Please Me, finishing all 14 songs in just under 13 hours.

By the session’s end, John Lennon’s voice was nearly gone, with one song to spare. Producer George Martin decided to wrap it up anyway, with Lennon putting what was left of his voice into the last track.

Lennon claimed his voice felt like “sandpaper” afterwards, but their cover of “Twist and Shout” has since become one of the most revered rock-and-roll performances of all time.

So what do this mean for content strategy and user experience? It means shred it. Give it a new sound. Do it different. Shake it up!

If you’re noticing page visitors dipping or clicks and duration staying low and stagnant, it’s probably time to change up your content or navigation so users find what they want. User surveys and click tracking and more might give you further insight into how your audience is engaging with your website, opening doors for new ideas and approaches.

Stand up for your choices

The band’s producer, George Martin, had a song or two ready for The Beatles to record after they signed their contract. Thanks but no thanks, principle songwriters Paul McCartney and John Lennon said. They had their own songs in mind. Impressed with their gusto, Martin sat back and let the band make history.

When you’re ready to make a change to your content strategy and user experience, you might face some opposition. But standing up for your choices and the direction you need your digital content to go will be an important milestone. Keep in mind:

  • ​Analytics and user data that supports the reason for your choices
  • User studies or focus group data, if available, to share real-life experience from target audiences
  • Competitive analysis in your market of organizations already making strides to better user experience

Go out and change the world

Think your idea is outside the box? Good. Not sure you can pull it off on your own? Ask for help. Positive it’s the right direction to go? Explore it. Be fearless. You might change the future!

Source link https://blog.prototypr.io/how-the-beatles-can-inspire-your-content-digital-strategy-7994bb9e2aa3?source=rss—-eb297ea1161a—4


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