Never mind your music preferences Zim-Dancehall has taken over music industry in Zimbabwe. Like a butterfly emerging from a cocoon, Zim-dancehall has emerged from the abyss to become the poster face of Zimbabwean music and a lucrative one too.
Artists like Tocky Vibes have bridged the age divide between the older folk and the younger generation with their deep lyrical content and catchy beats. Admittedly the genre has had its share of controversial moments but when you look past the controversies and grudges you will see quite a number of content marketing lessons to be learnt.
Take a look at these 5 cues content marketing marketers can learn from these flamboyant and lyrical lexicons.
Develop a Persona for content marketing purposes
Zim-Dancehall artists have done well to develop personas that their fans can relate to. Killer Tee calls himself the Chairman whilst Winky D calls himself the Ninja president. Likewise, coming up with a distinctive voice and at other times a brand mascot can do the trick. I like the mascot used by Cyberplex, which is playful and edgy. Even their tone on Social Media is playful too.
If you only take time to listen to Zim-Dancehall lyrics you will be wowed by some of the deep lyrics with educative messages.
Similarly content marketers need to entertain as they educate. It is generally agreed if you try to put a distinction between education and entertainment then you do not know the first thing about either. Instead of dull explainer videos or how to blog posts which are boring and academic.
How about incorporating some humour to spice things up. Your clients will probably enjoy your blog posts more should you ditch the third person tone and write with a personal conversational tone.
Be a Trend Setter
“Chibaba chacho,” “chimudhara chacho,” “hauite hauite”, are phrases that originated from Zim-Dancehall and adopted for everyday use by both the younger generation and older folk. Zimbabwe dancehall musicians contribute to lingo that is now part of our daily conversation. Zimdancehall artists are at the forefront of coming up with colloquial terms that are easily and quickly adopted into the mainstream.
Incorporate trending keywords and use hashtags to bring attention to your content associated with those keyword terms. This will help bring your content into the cultural conversation as well. Likewise, as a brand you should look to creating and leading conversation on Social media.
Create a narrative that resonates with your audience. DHL Africa did it with the Africa As One Campaign.
Most Zim-Dancehall artists churn out songs as frequent as Miss Zimbabwe models post out nudes (pun intended). Having a song on rotation most of the time at popular radio stations ensures that they remain popular enough to hold shows.
From a content marketing perspective you always need to be creating and sharing content. Having an editorial calender and a structured content curating plan will help.
Be original and creative
Dancehall in Zimbabwe is a highly competitive genre. To stand out you need to be unique and creative. Often this means coming up with your own style. Artists who have done well have managed to create a distinctive style. No one likes to listen to recycled tracks.
In content marketing copying and pasting is frowned upon. No one enjoys reading stale and recycled articles. You need to demonstrate your creativity and verve by constantly coming up with new articles and content that demonstrate your expertise. Crowdsource content ideas from your blog readers comments and questions. Come up with content of value and solves their everyday problems.
Can you take your content marketing “To The World?”
The best marketers are always learning. There are experimental and open to change. There are not afraid of failure and are always looking for creative ways of getting people to engage with their content. Did you find this article helpful or value? If you so I would like to ask that you share it on Facebook or tweet it on Twitter so that your family and friends can benefit as well. I look forward to reading your thoughts and comments.