Content Criminal Minds: Why Your Content Needs a BAU
I love the show Criminal Minds. I realize this just adds to my nerdy image, but I can’t help it. The show is usually well written. It has a fantastic group of characters, and does a great job of combining science (psychology) with entertainment. (I wouldn’t kick Reid out of bed for spouting statistics, either. Just saying.)
The Behavioral Analysis Unit (BAU) uses someone’s behaviors and character traits to predict their actions. And like the show’s characters, I’ve made a career out of analyzing and using people’s behaviour. I just use it to influence their actions rather than arrest them.
Introducing Your Personal Content BAU
You may be the only content person in your business, but your content still needs a range of characteristics to be successful. Leave one out and the quality of your content will fall. How you integrate these characteristics and what you do with them will depend on the behavior of your target audiences. (That’s another book…er… post on its own.)
Ready to meet your content BAU?
Management, Organization, and Focus
Aaron Hotchner, the BAU’s exalted leader, is a straight-to-the-point kind of guy. And like Hotchner, your content and content strategy need a leader with the same traits. You need to keep everything organized, keep track of your to-do list (generating customers, getting attention from related businesses, building authority and trust, etc.), and monitor the results of your efforts.
Successful content creation requires a no-nonsense leader, too. Each piece you create has to be complete (introductions, summaries, META data, call-to-action phrases, etc.), and gone over by a ruthless editor.
Formatting, Confidence, and Community Dedication
Derek Morgan is the eye candy. He’s pleasing to look at (read: downright yummy), outgoing, confident, and devoted to his community. Don’t you wish your content strategy had these traits? It should.
Regardless of what industry you’re in, your content strategy should “be pretty” (contain a mix of text, images, and videos and have a balanced layout).
Your content should be pretty, too. Everything should be easy to navigate, easy to read, and include whitespace and images. It should be relatable and confident.
And don’t forget: Successful content is rarely self-serving. It should enrich the lives of your readers by providing them with information, entertainment, and solutions, not just advertise and push concepts.
Promotion and Communication
Jennifer Jareau (JJ) is the team’s PR person. She deals with the media and acts as a liaison between the BAU, the families, and local law enforcement.
To add JJ to your content BAU, dedicate time to reputation management, audience interaction, and outreach programs. Make sure your message gets to the right people in the right way and always presents the right image for your business.
Facts and Information
Spencer Reid is an eclectic genius who has all the facts, formulas, history, details, and information you could ever need on a subject. (Hey, some girls like bad boys. I just happen to like the ones best described as “a little odd” or “geeky”. We all have our addictions.) And guess what? Spencer is the Criminal Minds equivalent to the facts, links, and details you inject into your content.
While Spencer can often go a bit overboard (you might want to avoid that), his facts are irrefutable and usually pivotal to solving the case. By adding a little (or a lot) of Reid to your content and content strategy, you can have the same reputation. Fact check, fact check, fact check!
Lastly, Reid would never waste time on things that have no value, so why should you? Make sure each marketing effort is earning you some kind of ROI.
Fun, Balance, and Standing Out
Penelope Garcia is the fun, outrageous, shocking computer genius in the BAU. She’s perfect for balancing out the dark topics and relieving the emotion strain. Your copy and content strategy needs that, too.
It’s ok to provide serious content like news items and informational/instructional content, but you also need to have fun and show some personality. The stronger and more unique your personality is, the more you’ll stick out, which means you’ll get noticed and be remembered.
Passion and Class
David Rossi is notable for his old-world class, handsome charm, and Italian passion. He seems a bit more rough around the edges than the other characters, but he’s dedicated and smart, tactful and insightful. Rossi is key to the team and he should be key to your content strategy, too.
When you’re passionate about something, it shows no matter how hard you try to hide it. Passion will keep your readers enthralled and make sure you’re always doing your best. Rossi’s class, charm, and insightfulness will reflect well on your business and encourage readers to see you as the expert you are.
Who will be part of your content Behavioral Analysis Unit? And the important question: Who is your favorite Criminal Minds character?
About the Author ~ Angie Nikoleychuk
Angie Nikoleychuk is the senior copywriter, consultant & strategist at Angie’s Copywriting Services. She specializes in link bait creation, content strategies, and content optimization. Like to learn more about creating effective link bait? Check out her book entitled Copywriting Master Class: Creating Successful Link Bait.
Criminal Minds images courtesy of Wikimedia
photo thanks to California Cthulu (Will Hart)
Is your content in need of a BAU? Or some fine-tuning? Check into my SEO Content Review service for a low-cost, high-value assessment!
This a very creative way to look at content writing! I also love this show so really enjoyed this article.
Thanks Sharon :)
Fantastic. This post clearly took a BAU to put together.
Can’t say as I am a fan of the show, so based off your analysis I suppose Aaron Hotchner would be my favorite.
Posts like this really illuminate the many challanges of running a successful blog.
Excellent post, Angie! Love the BAU approach you’ve outlined.
Thumbs up on the point about content being complete (introductions, summaries, META data, call-to-action phrases, etc.). We use a spreadsheet to track this for each piece of content, and sadly, most clients want to skip pieces to get a post published. There are not shortcuts.
I’ll have to say Aaron Hotchner is my favorite character due to his sense of organization!
@Jason Thanks! If you got it and don’t watch the show, I’d say my job here is done ;) Am currently working on a series based off this one, so make sure to check back.
@Dana Thanks Dana :) I use spreadsheets to track content, too. Only way to do it. Someone REALLY needs to make some decent content management software, or donate me the $15K I need to do it lol
Hotchner is fascinatingly meticulous and I love how he makes it look so easy.