10 Things We Learned From GIRLS About Content Marketing

In celebration of someone on GIRLS actually having a real job, we take a look back at what we learned from our favorite Brooklyn girls about Content Marketing. Season 3 ends March 23!

This season on GIRLS, devisive protagonist Hannah Horvath finally quits Grumpy's and gets a real job at GQ creating Branded Content. It's not the New Yorker, but it pays the bills (and then some). Here's what we learned:

1. Don't Be Afraid to Get Creative

GIRLS / Via hbo.com

Sound ideas are good but new ideas are better. Think about how you can take your content outside the box to reach new audiences and spark new conversations. It all starts with creativity!

2. Make it Rain!

GIRLS / Via hbo.com

Great content doesn’t come for free. And creating a Content Marketing strategy often takes time and trial and error. Don’t be afraid to drop some dollars on a quality marketing solution – make it rain!

3. Keep it Real

GIRLS / Via hbo.com

When Hannah interviews Patti Lupone (SWOON!) for a bone density drug advertorial, she quickly finds out that Ms. Lupone does not have osteoporosis. This leads to a downward spiral of making stuff up to accommodate the new narrative they’re trying to create for the interview. Readers will know when your content is manufactured or inauthentic. Keep it real!

4. Don't Try Too Hard To Be Something You're Not

GIRLS / Via hbo.com

Are you funny? Witty? Authoritative? Your content should reflect your true voice and your brand’s tone. Trying to be something you’re not – be it shocking or silly – will come off phony if it’s not true to who you really are as a brand. Try different things, but don’t try TOO hard. Also, consider your audience and make sure they “get” your brand of funny (or whatever you decide you are).

5. Create an Authentic Experience

GIRLS / Via hbo.com

Writing Branded Content about a product or service? You should probably try it first. This may seem like a given, but especially when it comes to travel and experience content you should be writing from your “best night ever” perspective. So go ahead – get those incidentals!

6. Fuel Your Ideas

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Great ideas and great content, much like anything impactful, require energy and fuel. But this doesn’t need to be as literal as GQ’s elaborate snack room – read great content and great writers. You never know when you’ll be inspired. Just make sure you have plenty of snacks.

7. Get Ahead of Viral Slip-ups

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It’s easy to make a mistake with Content Marketing or Social Media and watch it slip away from you into negative virality. Before you hit send or publish, try to think about your content from every angle. How could it be misinterpreted? Make sure it doesn’t end with you calling YouTube in tears.

8. Hire Great Writers

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If you want your Content Marketing to have real impact – leave the writing to the professionals. Hiring talented, experienced writers and journalists, even if it costs more, will give your content real credibility.

9. Do You Want to Read This?

Keep editorial in mind – even if it is Content Marketing. Do you want to read a transcribed ad? Probably not. Make the content compelling, interesting, relevant, and useful. If the content is excellent, who cares where it comes from?

10. Don't Let the Haters Get You Down

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Yes, there are many people who are suspicious of Native Advertising and Content Marketing (we’re lookin’ at you Andrew Sullivan). But we’d like to think there is a sweet spot where brands can sponsor and create great, useful content that fills a gap and creates a relationship with their future customers. Haters gonna hate – shut em’ down with great content!

GIRLS / Via hbo.com

But clearly, not everyone can handle the high stakes world of Content Marketing. So much for having a real job, Hannah!

To learn more about Content Marketing best practices, check out our guide to Content Marketing 101. Learn more about NewsCred here.