One of our clients, who runs an internal communications site for a national insurance company, once told me about their most popular post ever. Now keep in mind this is healthcare. They post stories about cancer survivors, corporate charity work, and a load of general healthcare-feel-good stuff.
Their most popular post of all time blew everything else out of the water — by multiples.
What do you think it was?
A piece about a miraculous recovery made possible by the insurance company?
A video about the staff volunteering at a children’s hospital?
Wrong and wrong.
The most popular post of all time was a <100 word blurb announcing that cafeterias across the organization would now serve pizza every day.
How did an article about pizza blow away other inspiring, uplifting pieces about the company making a difference in patients’ lives?
It’s simple. Because it’s pizza.
Ok stay with me. This does apply to marketing. Let’s unpack this more…