Here in Minnesota, dwelling of TopRank Marketing and birthplace of yours actually, we are likely to take nice (extreme?) pleasure in well-known figures who carry the “one of us” label. When you encounter a Minnesotan within the wild, you’re very prone to overhear some stage of boasting about Prince, or Bob Dylan, or F. Scott Fitzgerald.
Why is that this? Maybe it’s pushed by an inferiority complicated, stemming from our repute as “flyover country.” Or possibly it’s only a pure extension of the “Minnesota nice” disposition. Whatever the case, we like to brag about our locally-sourced successes, and recently, which means exhibiting numerous love for Lizzo.
Who is Lizzo? For those that’ve one way or the other did not take discover, she’s one of many largest issues in music proper now. The singer/rapper/songwriter has quickly remodeled into an trade icon after discovering mainstream traction along with her third studio album, Cuz I Love You. Last month, Lizzo’s hit tune “Truth Hurts” reached No. 1 on the Billboard Hot 100, passing up some obscure singer named Taylor Swift.
Lizzo isn’t from Minnesota initially however moved right here in 2011 and now calls the Twin Cities dwelling. As a follower of the native hip-hop scene, and somebody who had the chance to see her carry out in entrance of tiny audiences at basement venues a few years earlier than her breakout, it’s been inspiring to see the uber-talented diva ascend to worldwide recognition.
And as a content material marketer, I discover her story inspiring for various however no much less impactful causes. Today, I assumed I’d share a number of of them.
Important Lessons Content Marketers Can Learn From Lizzo’s Success
Beyond sheer expertise, Lizzo’s rise has been pushed by persistence, authenticity, and honesty. Marketers in all places can take be aware.
Not Every Eventual Hit Is an Immediate Winner
I pulled the above phrase immediately from my current publish discussing holistic content material technique, and the significance of ongoing promotion. When I initially wrote these phrases, Lizzo instantly got here to my thoughts.
“Truth Hurts” lately set a Billboard file because the longest-standing solo feminine rap No. 1 tune in historical past. By now you’ve nearly actually heard that infectious thumping piano melody in your radio, pc, or TV. But what you may not know in regards to the tune is that it was initially launched again in 2017, to little fanfare.
“The day I released ‘Truth Hurts’ was probably one of the darkest days I’ve had ever in my career,” Lizzo instructed People in an interview this previous summer time. “I remember thinking, ‘If I quit music now, nobody would notice. This is my best song ever, and nobody cares.’ ”
If you’re a marketer, artist, or creator of any form, you’ve certainly had moments like this. You put your coronary heart into one thing, you’re sure it’s going to be nice… after which it falls flat. But as Lizzo’s story reminds us, a lackluster preliminary reception doesn’t imply you had been flawed.
That’s why it’s so very important to increase content material promotion past the preliminary burst. Sometimes it simply takes the correct platform and timing to interrupt via. One signal-boost in entrance of a brand new viewers could make all of the distinction. In Lizzo’s case, a co-sign from and collaboration with the aforementioned legendary “one of us” Prince was instrumental (pun meant) in vaulting her to stardom.
When charting a brand new content material initiative, it’s at all times good to construct in staggered promotion that crosses a number of channels, and is custom-made to the context of every. You by no means know when and the place it’ll catch hearth.
When charting a brand new content material initiative, it’s at all times good to construct in staggered promotion that crosses a number of channels, and is custom-made to the context of every. @NickNelsonMN Click To Tweet
by way of GIPHY
Be Genuine. Be Yourself.
Lizzo doesn’t look, act, or make music like others on the pinnacle of her area. And that’s precisely why she’s there.
She conveys a powerful message of physique positivity. She is unapologetic along with her bluntness and snark (“It’s a me, myself kinda attitude,” she explains within the tune “Soulmate”). And she doesn’t constrain herself to any class along with her music. One minute she’s rapping forcefully, the following she’s crooning soulfully, after which abruptly she’s blowing your thoughts with a flute solo.
by way of GIPHY
I’ve lengthy preached the significance of authenticity in advertising and marketing. People need to do enterprise with manufacturers which are real and relatable, and never in a method that makes it appear to be they’re making an attempt too onerous. Lizzo’s persona comes off as pure and easy as a result of it’s who she is. She isn’t pretending or conforming.
Oh, and he or she additionally takes emphatic stands. In addition to embracing her physique and inspiring of us of all sizes and shapes to do the identical, she’s a vocal advocate and ally within the LGBQT group.
To take a look at faces within the crowd at considered one of her performances is to know how deeply related Lizzo is along with her followers. This rapport is constructed via shared values as a lot as the standard of her music.
What values does your organization share with its viewers? How are you able to broadcast them, authentically? Here lies the important thing to affinity and loyalty.
What values does your organization share with its viewers? How are you able to broadcast them, authentically? Here lies the important thing to affinity and loyalty. @NickNelsonMN Click To Tweet
Sometimes, the Truth Hurts (and That’s OK!)
What made “Truth Hurts” such a viral hit? Well, for one factor, it’s an extremely catchy jam. But it’s additionally bitingly trustworthy and candid – a breakup tune that includes strains akin to “Why men great ‘til they gotta be great?” and “You’re supposed to hold me down, but you’re holding me back.”
by way of GIPHY
Lizzo has loads of upbeat, constructive songs, however she’s not afraid to the touch on the actual struggles, frustrations, and setbacks of life. She shares within the ache of her listeners. This empathy results in resonance, and it’s a priceless instance for entrepreneurs. No one desires to take care of a model that’s consistently enveloped in negativity, however on the similar time, how can I join with one which’s nothing however sunshine and roses? How can I belief them to shoot straight with me?
Being trustworthy with our advertising and marketing means being clear with the great and the dangerous. Don’t run from your failures; study from them, and enhance. Don’t disguise your flaws; repair them, and invite suggestions. Don’t sweep dangerous critiques underneath the rug; reply to them, and attempt to make it proper.
As our CEO Lee Odden put it in a current interview featured on the LinkedIn Marketing Blog*, “No one is fooled by brands only showing the positives. By being open and responsive, brands reveal they are relatable and worth trusting.”
No one is fooled by manufacturers solely exhibiting the positives. By being open and responsive, manufacturers reveal they’re relatable and value trusting. @leeodden Click To Tweet
Patient, Genuine, Strong: Be Like Lizzo
It fills me with pleasure to see Lizzo conquering the world. Yes, it’s partially as a result of I really like seeing my dwelling state get some shine, however much more so, it’s as a result of she embodies many qualities that I imagine are important to creating consciousness, engagement, and loyalty in immediately’s world – whether or not you’re a musician, influencer, entertainer, or content material marketer.
“When I have to make decisions, I always choose honesty and I always stay true to myself, because I know at the end of the day that is what’s going to remain. That is what’s going to be the legend: That I was true to myself and that I honored every person by staying truthful to them.” – Lizzo in an interview with the Rolling Stone
In addition the above, Lizzo additionally delivers unforgettable, epic experiences whereas on-stage. (See: her VMA efficiency.) If you’re in search of extra advertising and marketing inspiration on that entrance, take a look at our assortment of skilled tips about creating memorable content material experiences.
*Disclosure: LinkedIn Marketing Solutions is a TopRank Marketing consumer.