There’s No Place Like Home – Marketing Lessons from The Wizard of Oz

This past weekend, Oz: The Great and Powerful was released in theaters nationwide, reminding us of the great staying power behind L. Frank Baum’s original novel. Since 1939, numerous spin-offs, including movies and musicals, have been based on the magical land of Oz!

While our blog posts and articles may not be considered a masterpiece like Baum’s The Wonderful Wizard of Oz, all content that we post online becomes static content. It stays there forever. Thus, as content marketers and creators, while we want to think about the current relevance of our pieces, we should also consider the long-term application as well. Will our content fade with time? Or is it possible to create content that is useful for years to come? After all, we’re creating more than just website content. We’re sharing knowledge with the world.

Four Undeniably Effective Tips from the Wizard of Oz

The Wizard of Oz story is a classic because it’s relatable for many people on a variety of levels. These elements resonate with audiences and can easily be incorporated into online content.

1       Tornados happen, ya’ll. The thing about tornados is that you can’t plan, control, or prevent them. They just happen. Whether it’s a missed call, deadline, or technological malfunction, we have to understand that life can wreak havoc. Regardless of what happens, however, we have to remember that our brand’s image and reputation will be affected by how we respond. Don’t allow your content to become defined by your actions. Rather, respond to unexpected difficulties quickly and rationally and your content will continue to stand on its own.

2       Use brains, heart, and courage. During Dorothy’s journey, she meets a host of companions who have varied strengths and weaknesses. Likewise, in content creation and marketing, it’s highly unlikely that you’ll ever be working alone. You’ll be surrounded by people (both physically and virtually) that you have to work with. These people are your teammates, and just like any other team, each person has their own strengths and weaknesses. When you begin to rely and take advantage of team player strengths, your content and marketing campaign will benefit.

3       Beware the flying monkeys! While your competitors aren’t as evil as the Wicked Witch of the West (was she ever even evil to begin with?), there are going to be competing sources of content and marketing. Your content creation and marketing plan should incorporate how you will counter competitors. Consider questions such as:

  • What makes my brand special?
  • What can my content offer than no one else does?
  • What is the long-term vision and goal for our brand?

4       Embrace the man behind the curtain. Sometimes it’s difficult to come face to face with life’s circumstances. However, we must avoid hiding behind a curtain like Oz. When we face challenges head on such as the continuous evolution of the internet and the ever-changing Google algorithms, we are better equipped to market our content.

We’re off to see the wizard, the wonderful wizard of Oz! If you’ve learned lessons from Oz or another content marketer, we’d love to hear them below!

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Daniel Chioco is a writer living in Nashville, TN. He earned his Commercial Music degree at Belmont University, where he also studied creative writing and wrote for the student newspaper. When he isn't creating content, Daniel works as an actor and films YouTube videos. He is also a freelance musician and is authoring his first fantasy novel.

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