Dad, How Do I Do Content Marketing?

When communications pros talk about content marketing, they tend to focus on the information they’re conveying.

Is it accurate? Is it relevant? Is it insightful?

That’s all important. But it’s only one part of what makes content successful. Often, a story resonates with an audience not for what it’s saying, but how it’s being said.

Tone is a critical component in content marketing.

DIY Content Marketing Tone

No one understands that better than YouTube’s favorite dad, Rob Kenney.

Kenney’s “Dad, how do I?” video channel offers how-to videos on essential dad skills, from tying a tie to checking the oil in your car. After influencers discovered and shared Kenney’s channel, he’s become an influencer himself with nearly 5 million subscribers.

YouTube has scores of tutorials on how to tie a tie. Kenney’s videos stand out because they’re genuine and resonate at a deeper level. As one commenter put it, “This dude just adopted everybody on the internet that doesn’t have a dad.”

There are thousands of comments like that from people around the world sharing stories of their own fathers. Through videos about clogged toilets and stud finders, Kenney built a community.

Here’s what Kenney told NPR:

“You know, I thought it was a how-to channel, but it’s turned into much more than that. People were telling me they’re crying just watching me tie a tie because maybe they’ve lost their dad or their relationship with their dad is not so good. I think people are longing for a connection right now.”

Content Marketing with Empathy

Like any good content creator, Kenney has shifted his videos to match audience demand. He recently put out a video simply titled “I am proud of you!”

Fresh off of Father’s Day weekend, there’s no better reminder that good content marketing isn’t just about sharing information, it’s about sharing a connection.