Variety Brings Visitors: Create Your Own Content Marketing Carnival

Variety Brings Visitors: Create Your Own Content Marketing Carnival

Traveling carnivals are the highlight of many kids’ summers, allowing them to check out rides that they never would have ridden in their own hometown otherwise. Combine this with the allure of staying out way past their regular bedtime, and the carnival is something exciting that rolls into town just when they are looking forward to it.

There are several popular rides at carnivals or amusement parks that perfectly describe the different types of content that we should be incorporating into our own content marketing strategy. [1]

The Ferris Wheel Explains What You Offer


The Ferris wheel is always one ride that lifts you up out of the excitement giving you a bird’s eye view at what is happening below. It doesn’t rush you or drive up your adrenaline; instead, it gives you a good overall perspective as to what the carnival has to offer.

Create your own Ferris wheel of content on your website by having an easy-to-understand services or library page. If your company offers a lot of services or content pieces (or both), it is easy for visitors to get overwhelmed (experiencing choice paralysis, which is bad for business) and end up not exploring more pieces of the website, even though they hadn’t yet found what they were looking for. [2]

Here’s a good example of an effective services landing page from Scale My Business: [3]

landing page example

The Roller Coaster is Your Big Rock Content

The roller coaster is the capstone of any carnival. As an adult (or a slightly nerdy kid), you think about all the time and effort it took to construct such a huge ride, and its presence towers over the rest of the rides. It’s usually near the back, so you have to go past all the other just-as-cool-but-slightly-smaller rides in order to reach it.

Just like the carnival gives us the roller coaster, all companies should produce 1-5 pieces of big content a year, like an e-book, a webinar, or even a conference. Of course, this is largely dependent on resources, but large events or pieces of content not only provide credibility and act as a lead generator to attract visitors to other “rides”, but it can also be broken up into smaller pieces of content (LinkedIn’s Jason Miller had a great presentation about this at the recent Searchmetrics x SEJ event). [4]

The Carousel is Your Linkbait Content

No matter how old you are, riding the carousel is something you never really outgrow. You get to choose the specific, unique horse or animal that specifically appeals to you and while you’re on the ride, you can check out the other choices available. Maybe on the next turn, you can choose to ride a rabbit or a giant bear. The bright lights and fun music make it hard to get off.

Like the carousel, companies and blogs have really stepped up their game when it comes to content marketing. Because of this, there is so much great content to consume, all with catchy titles, thanks to Upworthy and Buzzfeed reinvigorating the importance of content titles. By utilizing pop culture to create tie-ins to the points you want to make, or using analogies to get your point across, you can create fun content that makes people want to share.


While there is a fine line between being too hokey and continuously being engaging, it’s important to actually providing value behind the snazzy title or fancy, colorful graphics. It’s also useful to link to related content in the sidebar or at the end of posts, and to provide easy-to-see social sharing buttons to make sure your content gets shared by readers.

The Bumper Cars Give You Competitive Insight

The bumper cars are always a favorite of the kids who are constantly trying to keep their competitive nature under wraps. It allows you to ram into the kid you’ve always found annoying in class and also gives you an equal playing field between the big timers (the adults) and your fellow classmates (after all, everyone has the same size car).

When it comes to content marketing, it helps to scope out your competition to see what they are doing on the content front. However, this doesn’t mean you should be copying their style. After all, one kid’s bumper car strategy can be totally ineffective against at adult who is braver and makes faster turns. Being aware of what others are doing gives you perspective on your own content, and can also lead to bigger and better ideas by identifying their weaknesses.

See something they aren’t doing in their content marketing strategy, like podcasts or white papers? Here’s your chance to fill in the gap.

The Octopus is Your Good Old Standby


Much like the Ferris wheel, the Octopus ride is one that everyone seems to like. It’s a mainstay at almost every carnival, and it’s usually positions at the forefront. It’s continuously popular, but isn’t too intrusive, and it’s always fun.

Your octopus content is that predictable, engaging content that readers have to expect from your blog or website. Not every piece of content you produce has to be completely exciting and have an over-the-top title. The majority of readers want practical, interesting information that they can directly apply to their own lives. If you are trying to make every piece of content a viral success, it could backfire because it makes it seem like you are trying too hard.

What is your favorite ride on the carnival? Do you like to sample a little bit of everything, or do you find yourself going to the same ride over and over, missing out on the joy of a good carousel ride or the serenity of the Ferris wheel pausing, with your car at the top? Mix up your content strategy and your audience will appreciate the variety.

Tweet this: Create your own Ferris wheel of content on your website by having an easy-to-understand services or library page.

Tweet this: All companies should produce 1-5 pieces of big content a year.

Tweet this: The majority of readers want practical, interesting information that they can directly apply to their own lives.


[1] 10 Classic Amusement Park Rides

[2] Cutting Down On Choice Is The Best Way To Make Better Decisions

[3] Detailed Guide: 8 Must-Have Elements of an Effective Landing Page

[4] 6 Takeaways from the 2014 Searchmetrics x SEJ Executive Marketing Conference


Photos via Pixabay, PixabayWikimedia Commons

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Kelsey Jones helps clients around the world grow their social media, content, and search marketing presence. She enjoys writing and consuming all kinds of content, both in digital and tattered paperback form.