Which Hogwarts Home Are You? Content material Marketer’s Version
Each marketer right this moment is listening to concerning the significance of name persona — or the way in which a model is personified in human phrases. In each the B2B and B2C worlds, model persona is extra essential than ever as consumers search an actual connection to the businesses they buy from.
Right here’s why:
- 84% of consumers wish to be handled like precise individuals, not numbers
- 82% say they need model values to align with their very own
- 73% say they’re extra seemingly to purchase after they love the model
To construct the kind of emotional connection (sure, even for enterprise consumers) your prospects now search, you want an genuine model persona that exemplifies who you’re.
Fortuitously for you, Advertising Insider Group is right here to assist consider your model persona by the one commonplace that basically issues — your Hogwarts Home, after all.
If the omnipotent Sorting Hat can put human (okay, fictional wizard) college students in the proper place, it will possibly do the identical on your model.
However actually, we’re not completely joking right here — some specialists recommend that the Hogwarts Sorting Hat is simply as correct (and much more constant) than the Myers-Briggs check for understanding persona traits.
And when you already know your true persona, you possibly can embrace it and be extra authentically you as you have interaction together with your viewers.
So — is your model a courageous, decided Gryffindor? A sensible and brainy Ravenclaw? A reliable and hardworking Hufflepuff? Or a shrewd, formidable Slytherin?
You’re about to search out out!
The Content material Marketer Sorting Hat — Which home are you?
Gryffindor: Courageous and Decided
All people needs to be a Gryffindor. Not solely is it Harry Potter’s home, however Gryffindors are essentially the most brave, decided college students at Hogwarts in keeping with their official Wizarding World description.
Gryffindors are courageous sufficient to face hazard when it arises and keen to problem authority when it’s warranted. They stick up for the little man, and take motion, even when they don’t have on a regular basis they wish to suppose it via.
These traits, if you translate them to model persona, can lead to a critical aggressive edge. Why? As a result of whereas many individuals want they may very well be Gryffindors, they’re not all keen to take the danger that comes with performing like one.
That’s why after we take into consideration manufacturers who embody the Gryffindor spirit, we consider critical content material advertising trailblazers — ones whose daring content material has made them well-known by nearly everybody.
Let’s have a look at a number of Gryffindor-esque content material examples.
It’s onerous to think about daring manufacturers with out considering of Purple Bull — particularly in terms of content material advertising. They’re one of many first manufacturers who understood the significance of promoting an expertise fairly than a product, they usually used their content material as the primary avenue to do it.
Whether or not it’s via their huge YouTube library, participating social media, or in-person sporting occasions, Purple Bull has mastered the artwork of telling individuals how their product could make them really feel — and making them wish to expertise it firsthand.
Because of this, everyone knows right this moment that Purple Bull provides you wings.
At first look, it’s straightforward to think about Nike in the same method to Purple Bull. Their “Simply Do It” slogan turned synonymous with the likes of Michael Jordan within the 80s and 90s, making them the model of the world’s finest athletes.
However what we discover most Gryffindor about Nike is their more moderen emphasis on the truth that greatness isn’t simply born — it will also be made. Even “the little guys” might be nice after they put their finest foot ahead and work towards their objectives.
This message is large for constructing reference to prospects. It tells them Nike isn’t only for nice athletes and large superstars, however that it’s what helps to make them (and, by the way in which, that anyone can “Simply Do It”).
Nothing says this greater than their official “Discover Your Greatness” marketing campaign.
Gryffindor manufacturers don’t need to be about athletic prowess, and AirBnB is an ideal instance of how daring can imply simply taking an progressive content material leap. Not solely did they flip an ages-old enterprise mannequin (the normal lodge) on its head by simply present, however they made their content material completely about their audience.
How? By asking them to create it.
AirBnB was a pioneer of user-generated content material (UGC), now a staple with manufacturers who wish to resonate with customers. By asking prospects to share their AirBnB stays and reposting the content material on their model platforms, they proved genuine and motivated individuals to search out their very own excellent AirBnB holidays.
Picture Supply: Pixlee TurnTo
Ravenclaw: Brainy and Smart
Ravenclaws are often called the brainy college students of the bunch. They use their wit and a knack for fast studying to navigate robust conditions and get forward. They know their stuff, at all times in a position so as to add to the dialog with fascinating details and settle any debate by performing because the knowledgeable.
However intelligence isn’t the Ravenclaw’s solely benefit — they’re additionally identified to be progressive and overachieving, pure drawback solvers, and charmingly eccentric. Maybe most significantly, Ravenclaws are unapologetically themselves, safe in their very own information over anybody else’s.
After we take into consideration manufacturers, one of these confidence and authenticity is crucial. It interprets to thought management — being the kind of model individuals flip to routinely after they want solutions or options.
Listed below are some Ravenclaw manufacturers we love:
Moz is a complete Search engine optimisation software program writer that helps main manufacturers to optimize their content material — so that they know a factor or two about the best way to do it. However fairly than maintain their Search engine optimisation smarts to themselves, they determined to share it far and large with Whiteboard Fridays.
Whiteboard Fridays is Moz’s weekly YouTube collection (now about 500 movies) overlaying Search engine optimisation-related matters to assist their viewers enhance content material efficiency. They break down would-be advanced matters in methods common entrepreneurs can perceive. As an alternative of gatekeeping the technical Search engine optimisation methods which might be their specialty, Moz makes them accessible for everybody.
The outcome? Individuals belief them extra. They’ve established themselves as go-to specialists. And undoubtedly, when Whiteboard Friday viewers want Search engine optimisation assist, Moz involves thoughts as considered one of their prime potential suppliers.
What will get extra Ravenclaw than the dictionary? And in case you suppose studying the dictionary sounds boring, Merriam-Webster’s social media content material is right here to let you know to suppose once more. They’re maintaining the dictionary related to fashionable audiences with #WordofTheDay, #WordofTheWeek, and interactive quizzes that present a enjoyable means for individuals to check their vocabulary prowess.
They’re even maintaining tempo with hard-to-please Gen Z audiences (see: the definition of “yeet”).
Picture Supply: Twitter
We couldn’t spherical out Ravenclaw manufacturers with out mentioning Google — the authority of all authorities on each matter an individual might wish to learn about. Have a query? Can’t do not forget that essential truth? Not an issue — simply google it. Because of Google, everybody could be a fact-spouting Ravenclaw in the event that they actually wish to be.
It’s price mentioning that Google’s precise content material is simply as useful as their search engine. The Google Search Central web site and weblog is chock stuffed with assets to assist content material entrepreneurs and net builders optimize their efficiency and attain.
Picture Supply: Google
Hufflepuff: Reliable and Hardworking
Hufflepuffs are the buddies you possibly can rely on most. They’re loyal, hardworking, and humble, they usually let their accomplishments communicate for themselves fairly than shouting them from the rooftops. And so they’re onto one thing — in spite of everything, actions communicate louder than phrases (in Wizardry faculty and in enterprise).
Additional (and to not be minimized) Wizarding World says that Hufflepuffs are identified to have the very best snacks.
The takeaway: Individuals know they’ll belief a Hufflepuff, and for manufacturers that is no small trait to have. When individuals belief a model, they’re extra more likely to make a purchase order, purchase extra often, keep loyal over time, and suggest the model to others.
Let’s try a number of Hufflepuff model examples:
Common Electrical (GE) is 130+ years previous, which means it’s already acquired a bonus so far as familiarity with the general public goes. However GE has by no means rested on its laurels in terms of utilizing advertising to create actual reference to their viewers — Common Electrical Theater was a groundbreaking present within the 50s and 60s that featured story segments and wove GE merchandise in between.
At the moment, GE continues to point out its savvy with their content material advertising. They preserve the identical dependable model picture they’ve had for greater than a century, whereas translating it to fashionable content material that audiences are on the lookout for.
That is significantly true for his or her GE Studies, which inform real-world tales about how GE merchandise are making an affect on the planet throughout industries and geographic boundaries. In true Hufflepuff vogue, GE refrains from shouting about their merchandise and options, as an alternative leaning on human curiosity tales to make prospects wish to select their model.
The result’s a way from the general public at giant that GE isn’t just a model, however an built-in a part of the human expertise.
Picture Supply: Common Electrical
Additionally based within the Eighteen Nineties, John Deere is one other reliable model that’s been forward of the content material curve since its founding. They began publishing The Furrow in 1895 to share farming recommendation and tales, and right this moment it’s printed in 14 languages and over 100 nations.
Like GE Studies, the key of The Furrow is that it doesn’t onerous promote John Deere merchandise. Its first precedence is to ship useful assets to their viewers, thus constructing the belief required for them to wish to make a purchase order.
In recent times, John Deere has expanded its content material efforts to incorporate UGC to exhibit how their merchandise are being utilized by present glad prospects, additional highlighting their model authenticity and utilizing storytelling (fairly than overt promoting) to construct their model.
Picture Supply: John Deere
Advertising Insider Group
You didn’t suppose we’d depart ourselves out of the Sorting Hat enjoyable, did you?! We will not be a century previous, however at Advertising Insider Group, we attempt to supply the kind of dependable, constant, high-quality content material it’s good to develop your personal model.
We publish 5+ blogs each week overlaying matters our audience cares about — every part from Search engine optimisation tricks to the best way to create high-value content material to templates and examples (and extra). For our shoppers, we goal to do the identical with full-scale content material providers that assist them generate leads and construct search visibility that lasts.
Picture Supply: Advertising Insider Group
Slytherin: Shrewd and Bold
Slytherins get a nasty rap because of the small drawback of too many darkish wizards graduating from their home. They’re often called troublemakers, however that is largely only a misunderstanding of a Slytherin’s true nature. In actuality, Slytherins are sensible and bold — intelligent sufficient to remain a step forward of their competitors.
They do are likely to maintain their playing cards near their chest and have a darker humorousness. To some, this may appear to spell bother, however it additionally provides Slytherins a bonus in most conditions.
For manufacturers, Slytherin qualities translate to edginess — a willingness to supply content material that pushes the envelope and should even be controversial by some requirements. They’re additionally not afraid to go straight on the competitors to spell out why they’re the higher various.
However Slytherin-esque model content material can also be enjoyable and interesting because of its unapologetic model.
Listed below are a number of examples:
Greenback Shave Membership
Greenback Shave Membership exploded onto the scene with their first advert — now a viral sensation — poking enjoyable at their direct rivals (with a aspect of slight political incorrectness). It grabbed consideration straight away.
Each their enterprise mannequin and the advert had been dangerous for sure, however it labored as a result of they acquired straight to the center of an actual drawback within the razor market, and one which rang true for consumers: that manufacturers had been charging an excessive amount of for product frills their prospects didn’t really want.
The day the advert launched, Greenback Shave Membership’s web site acquired a lot visitors that it crashed, and the remaining is historical past — the corporate was acquired in 2016 for a staggering $1B.
Apple is a transparent (if not the) chief of the tech product market, they usually’ve managed to take action whereas at all times sustaining a little bit of a villain popularity. A part of this has been because of the truth that they’ve by no means been afraid to say outright that no rivals comes near their high quality, capabilities, and elegance.
They did it with comedy of their Mac vs. PC collection that efficiently made conventional PCs (and Microsoft specifically) look outdated and sluggish.
Final however not least, we expect Spotify is a positive Slytherin because of the shrewdness they present in competing with the likes of Apple and Amazon — with out the adjoining huge platforms to depend upon.
Spotify has managed to turn out to be often called the individuals’s alternative for music consumption, largely as a result of they’ve dialed into personalization. That is particularly evident of their annual Spotify Wrapped campaigns, which routinely construct playlists for every consumer based mostly on their prime listens from that yr.
The actual secret to success of Spotify Wrapped lies in its shareability — it encourages customers to share their Wrapped playlists on social media (it earns a whopping 60 million shares annually), which undoubtedly earns the model new signal ups and re-engagement from present customers.
That exhibits some critical Slytherin resourcefulness!
Picture Supply: Tech Crunch
So what’s the purpose?
This text was definitely written in numerous enjoyable, but in addition to impart a critical lesson from the Sorting Hat that manufacturers could be sensible to recollect — that not all model personalities are the identical, and that’s the actual great thing about (and secret to) profitable content material advertising.
The ability of content material lies not in anybody particular trait or persona, however fairly in understanding your distinctive strengths and being true to them within the content material you ship.
Contemplating your model within the context of the 4 Hogwarts Homes is only one enjoyable method to begin eager about what makes your model authentically resonate with prospects and uncover new methods to showcase these traits to your viewers.
So — which Hogwarts Home is your model? Inform us within the feedback!
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