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Marketers Avoid Calamity: What Cards Against Humanity Can Teach Us About Content Personalization

Marketers Avoid Calamity Expansion Pack

As a #1 Best Seller on Amazon for some time now, it’s likely you’re familiar with Cards Against Humanity. If not, the quick and dirty is this: it's a card game that lets you choose a punchline by pairing two cards to make a phrase or a statement. The cards provoke risky combinations to fulfill the game’s promise as “a Party Game for Horrible People.” It can be a wildly entertaining game. Playing through hoots of laughter and uncomfortable groans, you learn about each person’s sensibilities and sense of humor?—?and your own ability to create content experiences that resonate and consistently set you apart.

I had a bit of a Eureka! moment making my own colorful combinations one night, finding the evening’s entertainment eerily similar to the concepts discussed in “Connecting Content Marketing Experiences” by Robert Rose. As I started thinking about it, it occurred to me that Cards Against Humanity and Content Personalization are surprisingly similar:

  • You have to know your audience
  • You have to connect with them by being relevant in the moment
  • You win or lose while learning more about what makes your audience tick
  • You have to increase relevance and value with each round in order to stay competitive
  • You win the game by engaging your audience consistently, over time

Ultimately, you’re creating a personalized content experience every time you pair a black card with a white card.

And that’s where we can learn a thing or two from CAH. The better you are at gathering information and adapting, the easier it is to deliver card pairings that delight. Incidentally, this will also allow you to tell your own story by showing how you think. And that should result in increasingly delightful card pairings the next time you hold the black card.

In the end, the goal of Content Personalization and CAH is to score the most points by being chosen most often. And if you can do this well by creating content experiences that delight, inform, or educate, you’ll win.

In the spirit of Cards Against Humanity and the creation of content experiences, we’ve made our own expansion pack: Marketers Avoid Calamity. We culled both buzzwords and familiar concepts for content marketers that you can mix and match with your own set of CAH cards to create some *ahem* interesting content experiences.

Ultimately, the goals are the same—score points by being chosen the most often. You do this by creating content experiences that delight, educate and entertain.

Over the next few posts, we’ll be exploring the similarities between Content Personalization and Cards Against Humanity, including:

  • Creating Content Experiences
  • Building Rich Profiles
  • Storytelling
  • …and even Intelligent Content

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