When you look up at the sky tonight, you’ll see something pretty amazing. The Moon is going to be about 14 percent bigger and 30 percent brighter than usual.
Supermoons, like the one happening tonight, occur because the Moon follows an elliptical orbit. As a result, the distance between the Earth and the Moon can vary substantially — by as much as around 50,000 kilometers — depending on where in its orbit the Moon is at the time when it’s full. And, while supermoons aren’t that unusual (tonight’s is one of three this year), what makes this one particularly noteworthy is the fact that the Moon will be at its closest point to the Earth in nearly 70 years. That means it will appear bigger and brighter than most of us have ever seen it before.
If you’re wondering why we’re giving you a mini-astronomy lesson in a blog about content, it’s because we think there are some parallels between tonight’s supermoon and successful content marketing. Just consider the following:
You’ve Got to Mix Things Up
There’s a full Moon approximately every 29.5 days. That means if you live to be 80 years of age, you’ll live through approximately 990 full Moons over the course of your lifetime. Of course, chances are that you won’t remember many of them. That’s because they’re not only common, they’re also almost always more or less the same, which makes them both forgettable and easy to overlook. Yet, when there’s a special event like tonight’s supermoon, which is both rare and unique, it suddenly causes people to take note.
The parallel for content marketing is simple. If you create the same content day in and day out, no matter how good it is, eventually people will start taking it for granted. To maintain your audience’s attention and keep them interested, you’ve got to mix things up. That means creating your own version of a content supermoon from time to time by doing something slightly different to try to recapture people’s imagination.
The Good News Is That You Don’t Have to Reinvent the Wheel
The Moon that you see tonight is the same one that you see every night. The only difference is that it’s bigger and brighter. And yet, it’s getting a lot of attention as a result.
When it comes to your content, while creating something new and innovative all the time would be ideal, that’s not practical, scalable, or even necessary. Instead, just focus on tweaking what you’re already doing to keep your audience on its toes. That could be as simple as coming up with more engaging blog titles or periodically changing the design of your newsletter. The idea is to find ways to freshen up what you’re already doing to help bring new interest and awareness to it.
From down here on Earth, the Moon looks pretty far away. And while it’s going to be a lot closer to us tonight than usual, it’s all really just a matter of perspective. Most of us would never actually know how much bigger the Moon appears, or how much closer it actually is, if it weren’t for the scientists who tell us. And really, those precise details don’t matter nearly as much as the overall impression that the Moon makes on us.
As a content marketer, it’s also important to have perspective. While the precise details of your content matter and you should take care to get them right, most people won’t actually notice them. What they’ll be left with is an overall impression that’s either positive or negative. What that means is that beyond simply getting the details right, you need to focus on how to create the best overall impression possible. To do so, you’ve got to adopt the right tone of voice, ensure that your content has the right look and feel, and make sure that it’s relevant and useful for your audience.
We’re Over the Moon
If you miss tonight’s supermoon, there will be another one next month. But it won’t be as big or as bright as tonight’s. To get the equivalent experience, you’re going to have to wait until 2034, which is an awfully long time. So make sure to get outside this evening and to spend some time looking up. You might just be amazed at what you see.
Likewise, apply the lessons we outlined above to your content marketing, and you might just be amazed at the results.