Page 44 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

than sharks? Or that the average human has more than five pounds of bacteria in
their body? Or that seahorses are monogamous life mates? You probably didn’t,
but people like to share information like this because it’s remarkable. And
talking about remarkable things makes people feel remarkable. Berger explains:
“Some people like to be the life of the party, but no one wants to be the death of
it. We all want to be liked. The desire for social approval is a fundamental
human motivation. If we tell someone a cool fact it makes us seem more
engaging. If we tell someone about a secret bar hidden inside a hot dog
restaurant, it makes us seem cool. Sharing extraordinary, novel, or entertaining
stories makes people seem more extraordinary, novel, and entertaining.”

Berger and a fellow researcher also tested this theory among 6,500 products
and brands—from huge global banks to local bagel shops. Not surprisingly, he
found a hierarchy of “conversationability” among different companies. More
remarkable products like Facebook and Hollywood movies were talked about
twice as much less remarkable brands like banks and over-the-counter medicine.

In a study of organic Facebook reach conducted by AgoraPulse,10 the
company found that across 8,000 companies, there was definitely a pecking
order of conversationability. Organic reach is the content that is naturally
connecting to customers without any promotion. Here is a list of the industry
categories with the highest organic reach:

1. Amateur sports teams
2. Farming/agriculture
3. Fashion designer
4. Professional athletes
5. Music industry
6. Building products
7. Professional sports team
8. Photographers
9. Zoos and animal-related businesses
10. Television programs

And here are the industries with the lowest Facebook organic reach:

1. Appliances
2. Books
3. Telecommunications
4. Household supplies
5. Tools and equipment