Broadway phenom “Hamilton” once again dominated pop culture headlines when it celebrated its 10th anniversary last fall.
As a huge #HamFan, I couldn’t resist a mashup — what lessons could content marketers learn from this remarkable global juggernaut?
Turns out, a whole lot.
1. Start with “why” and make it urgent.
The opening number establishes stakes immediately (and better yet, in the form of a question). “How does a bastard, orphan, son of a whore and a Scotsman… grow up to be a hero and a scholar?”
Winning content hooks audiences by asking and answering compelling questions. Instead of “Introducing our new payroll software,” try “How do you pay 49 employees across 5 states without losing your mind or breaking labor laws?”
2. Multiple perspectives deepen the story.
The musical shares historical events through different characters’ eyes, especially in the brilliant, back-to-back “Helpless” and Satisfied” songs.
In content marketing, this means broadening your messaging beyond just your brand voice. Customer stories, employee perspectives and partner viewpoints build credibility with potential buyers.
3. Repetition with variation builds memory.
Key lyrics and melodies are repeated throughout the show with evolving meaning. Apply this to your messaging with anchor phrases that carry through campaigns but gain new dimensions as your story develops.
For example, if your tagline is “Business made simple,” use it to illustrate different strengths across your content assets: Simple onboarding, simple reporting, simple growth.
4. Antagonists make better stories.
The Hamilton-Burr dynamic creates tension that drives the narrative. Content marketing shouldn’t shy from acknowledging challenges, competitors or the status quo you’re disrupting.
Continuing the payroll software example above, call out “Why most HR software makes you want to run for the hills” before explaining what you do differently.
5. Use relatable, conversational language.
Lin-Manuel Miranda (a stone-cold genius, BTW) made 18th century politics feel urgent and contemporary. Your content should aim to turn complex, dry subjects (compliance, technology, process improvement) and make them feel relevant to today’s problems.
For example, lose the “Understanding FLSA Overtime Regulations” headline in favor of “Three emails your employee sent that could trigger a wage lawsuit.”
6. Borrow the cabinet battle format.
Those rap battles in Act 2? That’s comparison content done right — showing opposing viewpoints clearly while making your case.
That means addressing common objections directly; for example, a blog post on “In-house HR vs. PEO: An honest look at both” that presents the other side fairly before showing the clear advantages of your product.
7. Authenticity beats perfection.
“History Has Its Eyes on You” and the vulnerability in Hamilton’s mistakes make him real. Content that shows struggle and learning connects better than polished perfection.
Let’s say you’re creating a series of videos. Think about including the outtakes, the “take 21” moments and the behind-the-scenes chaos that demonstrate your commitment to a great product along with your humanity.
The real lesson from Hamilton?
History has its eyes on your content. Make it count by being bold, authentic and impossible to ignore. Now go write like you’re running out of time.