Why a content formula isn’t lazy – it’s a “trademark” of the Bingeable series

Imagine 31 films, all of which have very similar plots. Some have the same lead actor (with a different character name and job). Performers appear in supporting roles across the cast. And each debut takes place on the same cable channel for two months.

This repetition sounds like a formula for failure, doesn’t it?

Not correct. It’s the formula for enviable success at the Hallmark Channel that other platforms (including Netflix) study and copy.

And it gives content marketers a reason to reconsider the idea that if they are to attract and retain an audience they need to create innovative or completely original content.

#Content has to be innovative to attract audiences, right? The success of the @ HallmarkChannel formula could lead you to reconsider this into #ContentMarketing, @AnnGynn says (via @CMIcontent). Click to tweet

Love her, hate her, or don’t care, you are probably familiar with Hallmark films. As a reminder, this is how the formula works:

• A woman experiences a life change and travels to a new destination that is meant to be temporary. Often it is a visit to the family or a short-term move for a work project.
• There she encounters a challenge – the family business fails or the owner of a property that her employer wants to buy does not want to sell.
• She also meets a man with whom she has a conflict – a childhood classmate whom she no longer likes, a person who works for her employer’s competitor.
• As she works to solve her challenge, she realizes that the man is helpful or not the bad guy she thought he was.
• The couple realizes that they like each other.
• She decides to stay and the film ends with a kiss.

Why does it work to tell the same story every day for months or even all year round (Hallmark extended this narrative model from Christmas to all four seasons)? And can the Hallmark approach work in content marketing?

Let’s explore.

1. Original content is not (always) required

Take a page from Hallmark’s script and spend less time coming up with original ideas and unique content. Familiar content shuffled into new packages works just as well, or even better, for engaging and growing an audience. Recognizable content signals make it easier to consume the content and raise expectations for easily understandable and worthwhile results. (Branded films are great for multitasking – even if you’re not careful for a few minutes, it’s easy to catch up on.)

I’m not suggesting that none of your content should be original or thought-provoking. You still need to add your brand’s unique spin and perspective to the familiar elements in your content. Bring in some original ideas that will attract viewers who always want something different, while keeping those who rely on the familiar to familiarize themselves with new ideas and approaches.

Bring original thoughts into your #ContentMarketing, but also repeat familiar elements. They’ll help the audience warm up to the fresh ideas, says @AnnGynn of @CMIcontent. Click to tweet

2. A story is not necessarily marathon worthy

Repeating a familiar tone, style, and story arc doesn’t guarantee content success immediately. Hallmark started broadcasting a few films a year before they became the full-blown Countdown to Christmas film marathon. Now in its 12th^that Year the countdown ran from October 22nd to December 19th, with new films (including some dual functions) premiering every Friday, Saturday and Sunday (plus Thanksgiving).

After you’ve posted or sent some content based on known elements, stand back and watch your audience react. Review your analytics: how many impressions or views does the content get in the first week or in the first month? How much time do readers or viewers spend consuming it? How often do they click the call-to-action?

Your analytical questions should be directly related to the goals of your content marketing strategy. Once you’ve figured out what type of content, topic, or storyline works best, double that formula.

3. No spoiler warnings required – it’s okay for the audience to know how the story ends

All Hallmark films have happy endings. If not, they might not be that popular. The audience enjoys the convenience of knowing how things are going to play out. You don’t have to worry too much about it going badly for the characters.

Case studies play a similar role in marketing. A brand wouldn’t publish a customer story that goes wrong and remains unsolved. The audience consumes them even though they know the outcome will be positive. You want to know the story that led the customer to success. What problem did you have to solve? How did you look for a solution? Why did they choose you? What advantages did you experience from the solution?

4. Familiar faces help

Trademark films usually include a familiar face (or two). Many of the actors started their careers as children – including Candace Cameron Bure (Full House), Lacey Chabert (Party of Five), Tamera Mowry-Housley (Sister, Sister) and Danica McKellar (The Wonder Years).

Hallmark also uses the same leads – men and women – in multiple films in a single season. They just swap the pairings so that the same actress and actress don’t play against each other on the same season. For example, this year Lacey Chabert starred in Christmas Waltz, which debuted on November 28th, and Time for Us to Come Home at Christmas, which debuted on December 5th.

Viewers appreciate seeing faces they know. Remember to use familiar faces – sources or storytellers – in your brand communication.

For example, if you’re doing a photoshoot for a client profile that’s running in a digital publication, make sure the client becomes one of the faces on your company website. This approach allows your audience to see someone they know from your other content and imparts an authenticity that stock images cannot match.

Or create a video series with a specific thought leader as the host or host on each episode.

Caveat: Improve Hallmark’s formula for diversity. Here I don’t recommend copying Hallmark. The lack of variety in the station’s casting – especially for leading roles – was criticized a few years ago and even led to this Saturday Night Live sketch 2019:

Since then, Hallmark has made some strides (although there is still a long way to go.)

5. Consider producing sequels to popular stories

Some Hallmark films are proving so popular that the channel creates annual sequels. Is any of your Crate content calling for sequels or even a spin-off series?

Once you’ve profiled people or companies, you can create a follow-up article to see what has changed and what hasn’t changed since you last told their story. If a podcast episode is driving your download or listening numbers soaring, think about what’s next and add it to the editorial calendar.

Or, if you find someone who shines in front of an audience, consider giving that person a video or podcast show.

6. A bigger audience doesn’t require a bigger budget

Brand-typical holiday films attract around 80 million viewers during the Christmas season, a little more than Netflix series such as The Crown or The Witcher, whose production costs much more.

Hallmark productions use locations (just as they reuse plot points) and anything else they can. You may receive a package deal discount if the actors’ contracts include multiple films.

Keep this approach in mind when thinking about how to get the most out of your content marketing budget. Explore the content you plan on and identify the resources you will need to create it. Then look for ways to save on packaging production. For example, if you are planning to post a monthly video, could you save time and money by writing all the scripts and rotating them in one batch? (You need to consider whether your on-camera talent should wear the same clothes or vary their outfits.)

Knowing that you will need to hire freelancers over the next six months to write multiple stories can save you time by finding a qualified writer and creating a single contract that covers all parts. You could even ask for a volume discount.

7. Expect copycats

The remarkable success of the Hallmark films led to several imitators. This year Lifetime will broadcast over 35 similar vacation films. Last year it ran 30, including the first same-sex main storyline. (Hallmark aired his first movie with a gay couple later this season, and made a sequel for 2021.) Netflix, Peacock, and others have a number of romantic vacation movies too.

Be flattered when other brands emulate what you do, but don’t rest on your (not quite so) original laurels. Even if your formula still works for your audience, consider what tweaks you could make to keep your content current, relevant, yet reasonably familiar to your audience.

Don’t rest on your laurels. Think about small tweaks to your formula so that #content feels up-to-date, relevant and (still) familiar, says @AnnGynn about @CMIcontent Click to tweet

danger

I’ll follow the Hallmark model and deliver what you probably expected – definitive resolution. Fans, non-fans, and even haters of the Hallmark Model can learn a lot about what to do – and what not to do – by examining its success.

The moral of the story: Audiences like to consume something familiar. With a little bit of advance thinking, you can create cozy content that works for you and your brand.

Cover photo by Joseph Kalinowski / Content Marketing Institute