Do you use the Internet? Then you know about Master of None, the Aziz Ansari Netflix show that’s part hipster paradise, part rom-com, part touching musings on the state of life, aging parents and the search for meaning.
Like many, I inhaled the show over the course of 24 hours, breaking only to eat and reluctantly (and briefly) fraternize with the outside world.
Luckily, my exposure to the program doesn’t end when the last credits roll. Through a genius content marketing strategy, Aziz and his creative team allow throngs of fans to interact with the program in many ways. This extends the life span of its popularity beyond Netflix and turns the converted into advocates for the series in order to bring new fans on board. Here’s how he does it:
1. A solid, thoughtful, authentic and original product
At the centre of any successful content marketing strategy is an original and authentic narrative. That basically means really, really good content people want to read or watch. It can’t be comprised of a hard sell or a set of key messages. It has to be an interesting story people want.
In the case of Master of None, the content at the heart of the strategy is the show itself. The series is fresh, original and engaging – all the things any of us want from our content. It has a unique voice, moments of humour and – more importantly – a true emotional connection.
2. Different Content for Different Audiences
There is no one size fits all in the content marketing world. Our audiences are different and that means the content we make for them needs to speak to their specific interests and values. Guess who loves Master of None as much as me? My mom. Nope, it’s not just for hipsters. The thoughtful approach Aziz & crew take to storylines about parent and child relationships, aging and grandparents, mean they can connect with multiple profile types. Aziz’s own parents star in the show and have found a whole audience of their own. (His father recently appeared on The Late Show with Stephen Colbert.)
Additionally, Aziz’s dedication to distributing content on multiple platforms (more on that in a minute) means he’s allowing different types of people to consume stories on the channel of their choice, rather than forcing everyone to just use Facebook, for example.
3. A Multi-Channel Approach to Amplifying & Distributing Content and Extending the Show’s Life Cycle
We all know that creating something good isn’t good enough. You have to get it out there in the world and keep it top of mind as the clamour of other content competes for attention.
Aziz and his team are doing just that.
Spotify: you can experience the show with a series playlist.
Instagram: Aziz posts updates and photos of his parents.
Twitter, @MasterofNone: Dedicated updates, animated gifs, live Q&A with Aziz.
Reddit: Aziz and co-creator Alan Yang participated in a Reddit AMA (Ask Me Anything). Also, they’re hosting official chats about each episode in the /r/masterofnone subreddit.
Earned Media: The show has oodles of press, all from different angles, like this list of all the restaurants and bars the characters frequent and this glowing column in Maclean's. One of the most original pieces of earned content, however, is a column penned by Aziz himself in the New York Times.
If he wasn’t already busy being a successful author, stand-up comic and actor, Aziz could totally be a professional content marketer.
He understands his audiences and what they want. He gives them meaningful stories that are personal, meaningful and authentic.
He tells stories that appeal to different types of people, allowing them to make their own connections based on their own set of values.
He extends and amplifies his story (Master of None) through a multi-channel strategy that understands tactics must be adapted and reconfigured for each medium. (For example he wouldn’t do a Live Q&A on Instagram, but it’s perfect for Twitter.)
Now I need to find something else to watch … Excuse me while I comb through his Reddit AMA in the meantime.