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What The Hunger Games Can Teach Us About Content Marketing


How The Rebel Propos in Mockingjay Represent Content Marketing

By Alyson Duncan

Ever since The Hunger Games trilogy and the movies based on the books first came out they have taken the world by storm! Aside from the fact that The Hunger Games has become a powerhouse brand the storyline itself can teach us a great deal about content marketing. As the third movie in the series, Mockingjay Part 1, hits the big screen let’s take a look at what the film can teach us about content marketing.

WARNING – If you have not read the books or seen the movies then there may be spoilers ahead!

Always Be Genuine & Authentic

A large portion of Mockingjay focuses on the production of short propaganda clips showing Katniss as the symbol for the revolution! Initially, we see the rebels providing Katniss with scripted lines to read against inspiring backdrops with the intention of inspiring the districts to join the revolution. However, these clips consistently fall flat to the extent that Haymitch declares that this is how a revolution dies! The problem with the scripted promos is that Katniss is not being genuine. These are not her own words and the result is that she does not come across as authentic! Instead, the general consensus from the leaders of the rebellion is that Katniss is at her most valuable when she is being herself!

So what does this teach us about content marketing? To put it in the simplest of terms – we need to make sure that we are genuine and authentic! It doesn’t matter whether we are creating video clips, text content or social media posts, the key is to make sure that our own personality and voice come through. You need to make sure that your content is not cold and clinical. Instead, they must be engaging so that they hold your reader’s interest. That does not necessarily mean that you have to create all of your own content, but you do need to work with your content creator in order to establish a voice that fits with your brand. Corporate blogs still need a personality otherwise your content is going to be sterile.

Actions Will Always Speak Louder Than Words

It might seem like a cliché but in the case of Mockingjay it really is true that actions speak louder than words. Time and time again we see that Katniss is uncomfortable with being dressed up and made to make speeches. She wants to be in the thick of the action fighting for her people. When she is allowed to get involved and start speaking from her heart her words have far more impact.

We need to keep this in mind when creating content! Are our actions speaking louder than our words? If we can incorporate more of our own experiences into our content then it will be far more pwerful than using a fictional example. If you want to tell people how your product can make their lives better, then illustrate it with a personal example of how you have used it. If you cannot come up with anything then think about coming up with a real testimonial from one of your clients. The audience needs to be able to trust you and this can be achieved only by making good on your claims – or putting some action behind your words!

It Is Important to Produce Fresh Content Regularly

Throughout Mockingjay, the rebels have a very clear understanding that they need to be putting out new propaganda clips on a regular basis. Aside from regularly scheduling their own content, they also keep an eye on the information that is being broadcast by the Capitol so that they can determine how to respond to rival broadcasts!

In a content marketing context, the important thing is to maintain a regular schedule of fresh content for your audience. It doesn’t matter what type of content you are producing as long as you have something new to offer fairly regularly. You should strive to create something new each week, or at the very least every month. If you can’t find the time to do this, then look at outsourcing your content creation so that you can keep up with demand. You may not need to work on responding to your competitors content, but you should keep an eye on what they are publishing in order to help you to establish trends in your niche.

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