A Smart 8-Point Content Marketing Strategy From a Failed Television Writer

In network television a writer literally runs the show. They are appropriately named “showrunners” because they both write and oversee production.

Dan Harmon was the showrunner for a critically acclaimed comedy TV series named Community that found a rabid online following, but never hit ratings.

Throughout the 71 episodes that he wrote and created for NBC, Harmon blogged extensively and nurtured a growing legion of Twitter followers, now totaling upwards of 150,000.

His rapt online audience followed his every word, his unique storytelling and comedic know-how of pop culture made both the show and its creator seem to have one voice.

Then something happened …

His online following made him as famous as his tv show

To the dismay of his fans, Harmon was fired as executive producer of Community at the end of its third season because of creative differences with the network, and a very public argument with co-star Chevy Chase.

For many that may have signaled the beginning of hard times, but for Mr. Harmon, it was only evidence of a growing creative revolution within him.

Dan Harmon learned something about staying true to his creative blueprint very early in his career, and he wasn’t about to let the gatekeepers compromise it.

The underlying power of a great story

As an online publisher it is often hard to find the unique story that truly gives your brand or service the volume it needs to be heard above the chatter.

Great copywriters have known for years that the heart of a great story begins by entering the conversation your audience is already having and earning enough trust over time to eventually take them on a journey that satisfies their wants and needs.

How do you find that compelling narrative that truly captures the imagination of your prospects and gets them to take action?

Eugene Schwartz wrote on the “first technique of breakthrough copy”:

A copywriter’s first qualifications are imagination and enthusiasm. You are literally the script writer for your prospect’s dreams.

We’re reminded of what so many great writers have relied on over the years, Joseph Campbell’s “monomyth,” and the underlying framework of many powerful stories throughout history.

Also known as the Hero’s Journey; it’s the distillation of your prospects fears, hopes and dreams, and a key to keeping their attention long enough to reward them with your product or services.

It’s no secret that great stories run the world, and Brian Clark often talks about the importance of making your prospect the hero of your story and guiding them on a journey to fulfill their needs with your content:

• You must grab your prospect’s attention because they are locked into the day-to-day routines of their ordinary lives.
• By creating a “call to adventure” you are attracting their interest in solving a nagging problem or unfulfilled desire.
• There is always initial inertia and resistance to your call to adventure that must be overcome by proving that you are a credible resource that holds the keys to their desire.
• As the trusted authority and mentor to your prospect you provide the answers, the call to action, and the elixir that will solve their problems, making them far better off than before.

The birth of a cult following

As a struggling writer and comedian in Hollywood, Dan Harmon had his share of setbacks.

He spent years attempting to crack the code of successful storytelling. He analyzed thousands of movies. And when he discovered Joseph Campbell, a light went on.

He wrote a pilot directed by Ben Stiller, starring Jack Black and Owen Wilson that was rejected by the Fox Network.

Undeterred, Harmon realized that he didn’t need the permission of Hollywood players to make great shows. He and some friends created an ingenious short film festival called Channel 101 that was part democratic TV network, part YouTube — before YouTube was invented.

He arrived at his own version of the Hero’s Journey, an algorithm that he used to distill a successful narrative into 8 simple steps.

Much like successful content marketing, Mr. Harmon’s algorithm takes the protagonist on a journey of self-discovery:

1. The main character finds himself/herself in a comfort zone (ordinary life).
2. They want something (to satisfy their desires or solve a problem).
3. They enter into an unfamiliar situation (a call to adventure).
4. They must adapt to it (and overcome resistance, objections).
5. They get what they wanted (a mentor appears to guide them and provide the the key to solve their problems or satisfy their desires).
6. But have to pay a price for it (the call to action).
7. They return to their familiar situation (they apply the solution you provide) …
8. Having changed (for the better).

Dan Harmon applies his story algorithm to every element of every creative project he works on, and it seems to be making some waves.

Epilogue …

He’s been called a creative genius, and his uncompromising vision has earned him a lot of street cred over the years.

Just last month Dan Harmon and friends raised $400,000 in 60 days on Kickstarter to produce a Charlie Kaufman script (writer of Being John Malkovich and Adaptation), essentially circumventing the Hollywood studio process and taking the funding right to the people who matter most, their audience.

Now he has people like comedian Louis C.K. lining up for similarly fan-based projects, has sold a comedy pilot to Adult Swim, and is in creative talks to write shows on both CBS and Fox.

Life isn’t too bad for a guy who found his creative blueprint and stuck to his guns to provide his audience the story that compels them to keep coming back for more.

What’s your story?

Does it keep your audience coming back for more?