You know how a new Super Bowl ad is premiered and people are talking about it for weeks? That’s buzz marketing.

The goal of buzz marketing is not just to raise awareness of a brand but to actually get people talking about that brand. We saw that in action after this year’s Super Bowl when everyone was talking about Doritos after the memorable commercial of the baby responding on ultrasound to get the crunchy snacks.

Ideally, buzz marketing will also lead to sales, though that isn’t the primary goal. Here are a few ways you can get more from your buzz marketing so that more sales become a more immediate result:

Understand Content Categories

Successful buzz marketing content falls into one of six categories.

Content can be taboo, meaning that it is about topics that people don’t typically talk about — like sex or religion — or that it is controversial — again, like sex or religion.

Content can also be about things that are unusual, remarkable or outrageous. The unusual would be something like a story about a couple getting married while skydiving. The remarkable would include stories about people doing extraordinary things, like becoming doctors at 16 or building successful companies out of their garage. The outrageous would include stories like dogs learning to talk or people building a house out of spun sugar.

Buzz worthy content can also be hilarious, like so many of the memes and vines that you see going viral every day.

Finally, content can promise to offer secrets, such as how to turn $100 into $1,000 with the right stock pick or how to find a successful ecommerce niche.

Combine Categories for Greater Impact

If you can create content that falls into more than one of these categories, you can get people talking more.

For example, you can tell a story about a 10-year-old who launched a clothing line and then promise to share the secrets of how they did it, which would be a story that is both remarkable and promises to offer secrets.

The more of these categories you can hit in your content, the more noteworthy it will be and the more people will share and be talking about the content.

Tie the Content to Products and Services

Buzz marketing doesn’t always include content directly related to what you sell, but the most successful campaigns do.

Find ways that you can tie these stories back into your own products and services.

For example, Mountain Dew made headlines with its “puppy monkey baby” commercial this Super Bowl. The strange create had baby legs, a monkey torso and arms, and a puppy head, and it did a strange dance and chant. It immediately got attention, but it also related to the product, which was also the combination of “three great things” — Mountain Dew, juice and caffeine.

If you have a “boring” product or service, such a something that is for business, you can find stories that relate. For example, if you are a marketing consultant, you can tell the story of unusual businesses or entrepreneurs and point out their successful marketing strategies and how you offer those services.

Use Tools to Suggest Content

Once people read or watch your content, you need to make sure they have reason to stick around. Otherwise, they will think “that was fun” and move on.

One way to keep readers on your site is to suggest other stories that would be of interest, either because they fall into the same buzz marketing category or because they are about a similar subject.

If you are promoting content on social media, you will have to include as many of these story types on your page as possible. You can also engage with readers in the comments and suggest more content there.

Entice and Retain Customers

Encouraging customer loyalty ensures that you have a large audience ready to share your content and create more buzz.

You can encourage customer loyalty by showing that you care about what you can do for them, not just what you can get from them. That includes doing things like sending out personalized gifts for birthdays and anniversaries, highlighting customer achievements on your blog or your newsletter, offering great discounts, and more.

You should also tend to the relationship by apologizing sincerely when you make a mistake and being honest and transparent in all your dealings. That includes create sincere content and not just writing about anything that seems weird or unusual just to get clicks.

Customers will be able to see right through any gimmicks. Create quality content and always keep your customers at the forefront of your actions and you will be successful. These tips will also help you to get more out of your buzz marketing campaigns to increase sales.

This article was originally posted on the CodeFuel Blog.