At this time of year, we know we aren’t the only ones bending the bard to our own devices— especially as this year marks the 400th anniversary of the great playwright’s death. But bear with us, because we genuinely believe that Shakespeare was… a content marketer. Content marketing may not have been ‘a thing’ back in the 1600s, but Shakespeare employed techniques that wouldn’t be out of place in today’s B2B marketing world. For your consideration, here are three pieces of evidence:
1: He made the complex comprehensible
There’s no disputing that Shakespeare was a master of illuminating the depths of human emotion and interpreting complex social situations for the audience. While B2B marketers rarely have to include cross-dressing princesses or matters of kinghood in their content, the heart of our work is no less about taking complex propositions and rendering them intelligible for our audience.
2: He was an entertainer
He may be a literary figure today, but Shakespeare wrote primarily to make money through entertainment. His prolific creativity was driven by a need to keep a steady income — so he was after the summer blockbuster, not the arthouse film. Our business audience might be more niche than mass-market, but the challenge of attracting and holding their attention is as pressing for us today as it was for Shakespeare back in the day. Nobody wants to plough through content that “will last out a night in Russia, when nights are longest there” (Measure for Measure, Act II scene i).
3: He spoke to multiple stakeholders
Shakespeare’s audience comprised newcomers and loyal followers, just as we have prospects and customers. And just as we have multiple targets with different needs (in tech marketing, for example, the CIO, the IT manager, and the end user), so Shakespeare wrote for both the general public and the nobility (even the royal family). He succeeded brilliantly in catering to their differing tastes – and also in flattering the rich so that they’d continue to patronise him (which was a good thing back in those days). Learning how to please multiple audiences is surely a task worthy of William himself.
Shakespeare for marketers
We’re continuing the fun with Shakespeare on our Twitter feed, where we’re asking you to identify the play that we’ve taken a popular quote from – with the quote altered to reflect the world of B2B content. So if you’ve got some time on your hands, why not head over to @hnmarketing and take a look?