6 principles to create sticky content which people love and share


Content marketing has been on the market for at least 10 years. We already know that good quality messages are shareable and useful.  But even if we ticked all the boxes, sometimes the post or article doesn’t seem to resonate with your audience and certainly is not being shared with the others. So, what is the secret behind all the stories people follow along?

The answer is following SUCCES formula of stickiness when crafting brand communication strategy.



The principle of simplicity stands for a simple message which you get instantly. Try not to use overcomplicated industry jargon or at least don’t include too much content in one piece.  According to the neuroscientists, people react with interest and attention to one message at the time. The more content you try to squeeze, the less likely your audience will read it till the end.   Remember about 1/10 ratio (only 1-2 core messages are remembered from the list of 10).

To make it easier to remember and understand the content, use analogy. Using comparison is like for something is bigger than or tastier than is a really good technique to make people remember the message. And remember: find 1- 3 ideas which have potential to stick. Simply put yourself in your audience shoes and simplify the message until your audience is able to walk away with one core message in their mind, asking for more information. Have a read here: http://www.womanatics.com/5-emotional-short-stories-that-will-make-you-cry-insantly/


There is nothing worse than seeing 100 pretty much the same messages about the same stuff. To get your audience’s attention break the pattern and surprise them. If you don’t know how to do it, at least create curiosity gap at the end. Unexpected message sticks to memory- that’s a fact. So go on, grab your audience’s attention. Create powerful messages, unexpected statements, keep them interested until the very end. Take a look at Nike Ad for Russian market: https://www.youtube.com/watch?v=xifSHMbGSKI or Samsung for Polish market: https://www.youtube.com/watch?v=q4m9dhQgE_0 not to say Ikea: https://www.youtube.com/watch?v=5RNkQaDcRAc


Apart from interesting content, it is worth to remember that your audience is imaging what you write. In almost every journalism school they teach to show the situation instead of describing it. It’s better to use the sentence: “suddenly we’ve heard a huge bang and we’ve seen the car smashing the boot of another car” than “a car drove into another car’s boot”.  Almost every message which we can imagine, in sense of seeing it, we can also remember.

mothers day coca


Credibility is one of the most important principles for the financial, legal or educational industry. How to gain it? Usually, numbers work well but not statistics.  To gain credibility beyond numbers you can use comparison technique. For example: running for an hour a day will burn as many calories as 20 minutes of swimming. You can also gain credibility by the engaging audience to experience the product or service by taking action which engages conscious mind into the process usually results in greater attention to the message and makes the idea stick to memory. Take a look at this advert, credible, emotional story with very concrete effect: https://www.youtube.com/watch?v=-8vDwiwlnmI


Using emotional appeal is widely used technique when creating content marketing. The goal is to make people to care about something, to appeal to their unconscious emotions. How to do it in practice? Keep asking yourself and your audience what benefits they will get by using particular product or service, what emotions does it appeal to, what needs are you fulfilling? Is it the sense of belonging, is it basic needs like safety and shelter? Ask yourself as long as it takes to get to the core of your message to create emotional content which resonates with your audience. Check these adverts: https://www.youtube.com/watch?v=gHGDN9-oFJE&list=PL-kIBfSqQg3uMx9Z1fOpc7WPw2wDvbhFum or https://www.youtube.com/watch?v=tU5Rnd-HM6A


The sense of creating stories links to our emotional response. If we get the sense of doing something, we are very likely to follow the narration along, get involved in a process to find out how is the story going to finish. Nothing resonates better with your audience than the story they can relate to. If you are willing to appeal to the particular group of the market, find out what bothers them, fascinate or moves them at the moment. The more current story, the better. If the message about your product doesn’t fit exactly to what is happening at the moment, follow along with your influencers and find out what is the popular topic in their field. You might try to find another dimension to the topic or idea mentioned. The stories are contagious because they highly engage us at the emotional level. The most emotional campaign we can see during Christmas time. The snow is falling, birds are flying, families sit together by the fireplace, drinking and eating delicious things, all happy and jolly. Fairly recently I came across beautiful examples of empowering women in Western Union ads. Take  a look at https://www.youtube.com/watch?v=bZQUKZsp6EA




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