In the fast-paced world of content marketing, it’s easy to get caught up in the latest emerging tools, networks, tactics, hashtags…all in the name of keeping those analytics in tip top shape.
Don’t sound overly promotional, have some fun with it, make sure you maintain the voice—and by the way, did next week’s rotation of post drafts get submitted for review yet?
Content marketing requires a well-oiled machine of systems and optimization on a continual basis. Some brands had to get creative to adjust as the entire world slowly drew back and shifted to a social distancing stance.
In some ways, content marketing was made for a socially distanced world—it’s already largely digitally based. Now more than ever, people are tethered to the world through social media platforms. But during these times, teams running content for a fixed-location experience—like a museum that is closed to patrons—are facing unique challenges to keep their outreach in motion.
In support of the nationwide effort to contain the spread of COVID-19, and in accordance with recommendations from local and national health officials, the Museum will be closed to the public effective March 17, 2020. Updates will be posted at https://t.co/FHMGbRsJuu pic.twitter.com/MSn3LGWecJ
— Nat’l Cowboy Museum (@ncwhm) March 16, 2020
Rather than abandon social media during coronavirus distancing, the National Cowboy Museum’s marketing team handed its Twitter account ovr to the only person who would be left on site. The head of security. Tim.
Hello, my name is Tim and I am the head of security for The Cowboy. I have been asked to take on the additional duty of social media management while the museum is closed. I’m new to this but excited. My team will also continue to protect and monitor the museum. Thanks, Tim Send pic.twitter.com/bPiXD9DoAd
— Nat’l Cowboy Museum (@ncwhm) March 17, 2020
It quickly became clear that Tim’s Twitter experience was limited.
This is the hat and eyepatch the Duke wore in the movie True Grit. They are part of our Exhibition about the 2 True Grit. Lots of interesting props and clothes. I’m told I can’t try it on. Hashtag John Wayne. Lucas, my grandson, told me to use hashtags. Thanks, Tim pic.twitter.com/yNO3RP4uA4
— Nat’l Cowboy Museum (@ncwhm) March 17, 2020
But Tim hasn’t shied away from offering his personal insights on the museum’s exhibits, and he’s offered up some real jewels.
We have a very cool photography exhibition right now called Dorothea Lange: Politics of Seeing that runs through May 20, 2020. Her photographs are very moving. That is a photo of her. She looks like someone I’d want to have a beer with. Thanks, Tim pic.twitter.com/Y63sU1iDC0
— Nat’l Cowboy Museum (@ncwhm) March 18, 2020
With some guidance from Seth in marketing, they’re finding their way.
Seth in Marketing said people would love to have me take some photos of our Selfie Stations in The Cowboy. Here’s one from the Rodeo Gallery. Enjoy! Thanks, Tim pic.twitter.com/QrRLuTqBIy
— Nat’l Cowboy Museum (@ncwhm) March 19, 2020
While I can only imagine the panic attack I would have should such content ever appear on one of my clients’ pages, Seth was patient with Tim.
Didn’t get the Selfie Station photo quite right. I get it now. Here’s the Selfie Station in the Warhol and the West running through May 10, 2020. Thanks, Tim pic.twitter.com/lDVd8GaIXs
— Nat’l Cowboy Museum (@ncwhm) March 19, 2020
And it wasn’t lost on either of them that Tim’s posts were getting an incredibly positive response and drawing an unprecedented audience to the museum’s social channels.
You’re someone I’d want to have a beer with too, Tim. Keep up the great work! ?
— Grant Leatherwood (@jeralgrant) March 18, 2020
You’re awesome Tim. I get a big smile every time you send a new tweet!!
— Joshua Corbett (@WarriorCorbett) March 18, 2020
You have followers in the UK, thanks for opening our eyes to a whole new world! ?
— Peta Brown (@peta53) March 21, 2020
It seems that together, Seth and Tim have found a remarkable balance between delivering bite-sized glimpses into the museum and letting Tim do his thing, with incredible results.
Here’s a portrait of Jonathan Warm Day Coming by David A. Leffel. It’s part of our Prix de West Gallery Oil on Canvas 2016. Jonathan Warm Day Coming is a Native American storyteller and artist born and raised on the Taos Pueblo. He also never blinks. #HashtagTheCowboy Thanks, Tim pic.twitter.com/hXHcnVkX17
— Nat’l Cowboy Museum (@ncwhm) April 7, 2020
How did Tim break all the rules of content marketing and become such a beloved viral character of our time in quarantine? It might not have been calculated or planned, but it’s no accident, either.
I know it takes a little of the fun away to peek under the hood and analyze why it works, but as a digital marketing strategist, I can’t help myself. Here are three reasons Tim’s tweets are working:
Transparency
When Seth from marketing handed over the Twitter account to Tim, they hit pause on the regular ongoing content to introduce the new person at the helm, even though there is not typically a name attached to the posts. All of Tim’s content since then includes his instantly classic “Thanks, Tim” signoff that reminds followers of the departure from the usual team.
Perhaps most importantly, they made no effort to hide that Tim is no marketing mastermind. Compounded with the unusual circumstances we’ve all been adapting to together, this made followers much more prepared to overlook quirks in the content.
Spirit of the moment
With people all over the world feeling the impacts of social distancing in so many different—but shared—ways, a changeup to a museum’s social media management is essentially par for the course.
Following along as Tim navigates the learning curve of Twitter and uses humor to find the silver lining in these challenging times makes it easy to remember that we’re all in this together.
Relatability
No matter how savvy we feel we’ve become in time, there is no Twitter user or content marketing professional who has not at some time experienced a steep learning curve on a new platform. Tim’s openness about the process only makes it all the easier to cheer him on.
Plus, his jokes are the jokes that all our dads would make on the family vacation of our teenage nightmares.
It’s like my dad took over Twitter. You precious Tim! #HashtagTim
— Andrea Kientzy (@AKientzy) March 24, 2020
While the pandemic continues to get increasingly dark, there is a silver lining to social distancing. All around the globe, we’re finding creative ways to stay to connected—not just among brands and marketing campaigns, but also with family, friends, and neighbors.
When we find some common ground to have a good-natured laugh, it’s just one more way to keep us united while physically isolated. Many thanks to Tim, Seth, and all those who are putting themselves out there to adapt in these unprecedented times.
