Why a Content Formula Isn't Lazy – It's a Hallmark of Bingeable Series - Deepstash

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Innovative content

Innovative content

Movies with similar plots may sound repetitive and appear to be a recipe for failure, yet it is the formula for success at the Hallmark Channel that other platforms study and copy.

It offers a reason for content marketers to reconsider the idea of innovating or producing original content to continue attracting audiences.


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Original content isn't always necessary

Familiar content reworked into new packages works better to attract and grow audiences. Content that is recognisable makes it easier to consume and set expectations for rewarding outcomes. 

However, you should have some original and thought-provoking content. You should add your brand's unique angle to familiar elements. Add occasional original ideas to attract people who want something new while keeping those members who rely on the familiar. Once you find which content types or themes resonate best, use that formula.


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One story is not always marathon worthy

Repeating a familiar tone, style, and story arc won't guarantee immediate success. Hallmark started airing only a few movies a year before it caught on.

After you publish a few pieces of content containing familiar elements, pay attention to your audience's reaction. Look at your analytics to see how many views the content gets during the first week or month. How often do readers click on the call to action?


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It's OK for the audience to know how the story ends

All Hallmark movies have happy endings. Audiences like the comfort of knowing how things will turn out.

A brand wouldn't publish a customer story that turns out bad or remains unsolved. Audiences want to know the story that leads to a successful outcome.


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Familiar faces help

Hallmark movies often include familiar faces. They use the same lead actors in multiple movies in a single season.

Consider featuring familiar sources or storytellers throughout your brand communications.


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Consider producing sequels to popular stories

Some Hallmark movies are so popular that the channel creates yearly sequels.

If you profile people or businesses, consider doing a follow-up content piece to see what is different since you last told their story.


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A bigger audience doesn't require a bigger budget

Hallmark holiday movies attract about 80 million viewers for one holiday season. Hallmark productions reuse shooting locations, plot points and anything else they can.

When you consider how to do the most with your content marketing budget, look for ways to save, such as writing all the scripts for a monthly video and shooting them in one batch. Or, instead of hiring several freelancers over the next six months, you may save time by using one qualified writer to write all the pieces.


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Expect copycats

Be flattered when other brands recreate your efforts. But continue to tweak to keep your content current, relevant, and reasonably familiar to your audience.


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Intelligence analyst


Audiences like to consume the familiar. With some thinking, you can create content that works for them and your brand.

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