How do you prepare for emergencies? The same way you prepare for a zombie attack, points out CDC in a blog post so popular it crashed the server.

We’re calling Zombie Apocalypse a wow moment. By reimagining emergency 101 content in zombie terms, CDC (a federal public health agency) brought new attention to an old topic. CDC likely reached a younger audience, to boot. How can you create a wow moment? We explain in this excerpt from our book, Clout:

“The irony is the better you plan, the more consistent your content quality, and the better organized your content, the better your ability to shake things up every now and then…If you have a well-known message, voice, or approach, doing something different will stand out….You can create wow moments efficiently by repackaging existing content and data in a unique way.”

We can’t think of anything more different from CDC’s voice than zombie talk. WOW. Well done.

Originally published on the now-archived Content Science blog in May 2011.

The Author

Colleen Jones is the author of The Content Advantage and founder of Content Science, a content intelligence and strategy firm that has advised or trained hundreds of the world’s leading organizations since 2010. She also is the former head of content at MailChimp, the marketing platform recognized by Inc. as 2017 Company of the Year. A passionate entrepreneur, Colleen has led Content Science to develop the  content intelligence software ContentWRX, publish the online magazine Content Science Review, and offer online certifications through Content Science Academy.

Colleen has earned recognition as an instructor on LinkedIn Learning, one of the Top 50 Most Influential Women in Content Marketing by a TopRank study, a Content Change Agent by Society of Technical Communication’s Intercom Magazine, and one of the Top 50 Most Influential Content Strategists by multiple organizations.

Follow Colleen on Twitter at @leenjones or on LinkedIn.

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