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The	
  4th	
  Wave	
  of	
  
Content	
  Marke1ng	
  
From	
  Passive	
  to	
  Interac0ve	
  
Sco$	
  Brinker	
  
@chiefmar...
Content	
  may	
  be	
  king…	
  
…but	
  content	
  marke5ng	
  is	
  
Content	
  Marke1ng:	
  Everybody’s	
  Doing	
  It	
  
Most	
  Marketers	
  Are	
  Producing	
  More	
  Content	
  
Most	
  Marketers	
  Are	
  Spending	
  More	
  on	
  Content	
  
1.	
  Educate	
  our	
  prospects.	
  
4.	
  Inspire	
  social	
  sharing.	
  
3.	
  Convert	
  prospects	
  to	
  leads.	...
2%!
3%!
5%!
31%!
59%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%!
Very unimportant!
Somewhat unimportant!
Neither important nor...
1.	
  Cacophony	
  of	
  content.	
  
4.	
  Tired	
  conversion	
  tac5cs.	
  
3.	
  Talking	
  at	
  the	
  prospect.	
  ...
Only	
  a	
  small	
  number	
  
of	
  content	
  assets	
  gain	
  
significant	
  popularity.	
  
Most	
  become	
  a	
  ...
Most	
  become	
  a	
  drop	
  in	
  
the	
  “Long	
  Tail”	
  ocean.	
  
It’s	
  Asympto1cally	
  Impossible	
  to	
  Bre...
Dear	
  Buyer,	
  
Here	
  is	
  the	
  content	
  available	
  
for	
  the	
  due	
  diligence	
  of	
  your	
  
purchase...
How	
  will	
  I	
  make	
  
it	
  through	
  one	
  
more	
  ebook?	
  
67%	
  
Source:	
  SiriusDecisions,	
  “Three	
  Myths	
  of	
  the	
  67%	
  Sta0s0c”,	
  July	
  13,	
  2013	
  
67%	
  ...
Good	
  Salespeople	
  Listen	
  and	
  Discuss	
  
But	
  Most	
  Marke1ng	
  is	
  Talking	
  at	
  Prospects	
  
“It’s	
  a	
  trap!”	
  
Waaait…	
  
Just	
  one	
  more	
  
form	
  field…	
  
Is	
  this	
  ebook	
  
really	
  worth	
  
it?	
  Grrr…	
  
0me	
  
content	
  sophis0ca0on	
  
The	
  4	
  Waves	
  of	
  Content	
  Marke1ng	
  
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
founda5on	
  of	
  digital	
  content	
  marke5ng	
  
The	
  4	...
Blog	
  Post	
  
Blog	
  Post	
  
Blog	
  Post	
  
Blog	
  Post	
  
Blog	
  Post	
  
Eventually,	
  SEO	
  Became	
  “Form...
Once	
  It’s	
  a	
  Formula,	
  Everybody	
  Can	
  Do	
  It	
  
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
video,	
  infographics,	
  responsive...
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
video,	
  infographics,	
  responsive...
Beau0fully	
  designed	
  eBooks,	
  oVen	
  provided	
  as	
  a	
  
PDF,	
  are	
  a	
  quintessen0al	
  example	
  of	
 ...
Beau0fully	
  designed	
  
infographics	
  are	
  one	
  
of	
  the	
  more	
  popular	
  
rich	
  content	
  types	
  
to...
Source:	
  ON24	
  Webinar	
  Benchmarks	
  Report,	
  2014	
  Edi0on	
  
Webinars	
  (and	
  recorded	
  videos)	
  are	
...
eBook	
  
eBook	
  
eBook	
  
eBook	
  
eBook	
  
Soon	
  Enough,	
  Rich	
  Content	
  Became	
  “Formulaic”	
  
Once	
  It’s	
  a	
  Formula,	
  Everybody	
  Can	
  Do	
  It	
  
2,326,713	
  
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
3.	
  Personaliza5on	
  
video,	
  in...
Source:	
  Evergage	
  (a	
  personaliza0on	
  soVware	
  vendor)	
  website	
  
Personaliza4on	
  technology	
  enables	
...
1.  Need	
  data	
  on	
  new	
  
prospects.	
  
2.  Need	
  data	
  about	
  
new	
  content.	
  
3.  Things	
  change.	
...
Content	
  in	
  the	
  First	
  3	
  Waves	
  Was	
  Mostly	
  Passive	
  
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
3.	
  Personaliza5on	
  
video,	
  in...
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
3.	
  Personaliza5on	
  
4.	
  Marke5...
What’s	
  a	
  
marke0ng	
  
app?	
  
Source:	
  Kevy	
  
Marke0ng	
  apps	
  are	
  
not	
  just	
  na0ve	
  apps	
  
installed	
  on	
  your	
  
smartphone.	
...
•  Polls	
  &	
  Quizzes	
  
•  Games	
  &	
  Contests	
  
•  Calculators	
  
•  Configurators	
  
•  Assessment	
  Tools	
...
Compare	
  and	
  Contrast:	
  
Passive	
  Content	
  vs.	
  Interac1ve	
  Content	
  
White	
  Paper	
  /	
  eBook	
  /	
...
Compare	
  and	
  Contrast:	
  
Passive	
  Content	
  vs.	
  Interac1ve	
  Content	
  
“Which	
  One	
  Won?”	
  Game	
  
Immediate	
  
engagement.	
  
No	
  barrier	
  of	
  “fill	
  
out	
  a	
  form.”	
  
No	
  barrier	
  of	
  
“install	
  o...
This	
  game	
  is	
  a	
  
responsive	
  web	
  
marke0ng	
  app.	
  
It	
  works	
  on	
  any	
  
phone,	
  tablet,	
  o...
It	
  shows	
  off	
  the	
  
poten0al	
  of	
  good	
  
A/B	
  tes0ng.	
  
But	
  unlike	
  just	
  
reading	
  about	
  i...
It	
  doesn’t	
  take	
  
long	
  —	
  maybe	
  
30-­‐45	
  seconds.	
  
“Progress	
  dots”	
  at	
  
the	
  bogom	
  assu...
As	
  a	
  marketer,	
  
you	
  appreciate	
  
that	
  the	
  examples	
  
in	
  this	
  game	
  have	
  
other	
  benefits...
Wai0ng	
  un0l	
  the	
  
end	
  to	
  share	
  the	
  
score	
  keeps	
  users	
  
engaged.	
  
The	
  lesson	
  of	
  th...
Only	
  now,	
  aVer	
  
proving	
  the	
  value	
  
of	
  the	
  content,	
  do	
  
we	
  make	
  a	
  low-­‐
hurdle	
  o...
When	
  this	
  email	
  
arrives,	
  people	
  
are	
  eager	
  to	
  
read	
  it	
  —	
  they	
  
want	
  to	
  know	
  ...
If	
  content	
  marke1ng	
  is	
  about	
  educa1ng	
  prospects,	
  
let’s	
  take	
  inspira1on	
  from	
  great	
  tea...
Ask	
  Students	
  to	
  Predict	
  the	
  Outcome	
  of	
  an	
  
Experiment	
  Beforehand,	
  and	
  They	
  Will	
  Rem...
•  Polls	
  &	
  Quizzes	
  
•  Games	
  &	
  Contests	
  
•  Calculators	
  
•  Configurators	
  
•  Assessment	
  Tools	
...
Call	
  to	
  Ac1on	
  
•  Polls	
  &	
  Quizzes	
  
•  Games	
  &	
  Contests	
  
•  Calculators	
  
•  Configurators	
  
•  Assessment	
  Tools	
...
•  Polls	
  &	
  Quizzes	
  
•  Games	
  &	
  Contests	
  
•  Calculators	
  
•  Configurators	
  
•  Assessment	
  Tools	
...
Interac1ve	
  
Reveal	
  
Embedded	
  Quiz	
  
Click	
  on	
  your	
  “app	
  personality”	
  —	
  
what	
  kind	
  of	
  app	
  are	
  you?	
  
Does	
  interac1ve	
  content	
  move	
  the	
  needle?	
  
1.	
  Educate	
  our	
  prospects.	
  
4.	
  Inspire	
  social	
  sharing.	
  
3.	
  Convert	
  prospects	
  to	
  leads.	...
How	
  effec1ve	
  is	
  content	
  at	
  educa1ng	
  buyers?	
  
2%!
13%!
15%!
64%!
6%!
0%!
2%!
5%!
48%!
45%!
0%!
10%!
20%...
2%!
20%!
23%!
45%!
10%!
0%!
2%!
10%!
55%!
33%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
Very
ineffective!
Somewhat
ineffect.!
Nei...
3%!
22%!
39%!
32%!
4%!
0%!
7%!
23%!
56%!
14%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
Very poorly! Moderately
poorly!
Neutral! M...
6%!
38%! 39%!
15%!
2%!
5%!
7%!
50%!
21%!
17%!
0%!
10%!
20%!
30%!
40%!
50%!
60%!
Very
infrequently!
Infrequently! Neutral! ...
1.	
  Cacophony	
  of	
  content.	
  
4.	
  Tired	
  conversion	
  tac5cs.	
  
3.	
  Talking	
  at	
  the	
  prospect.	
  ...
Problem:	
  
Content	
  is	
  not	
  genera5ng	
  much	
  interest	
  
or	
  gejng	
  much	
  a$en5on.	
  
Passive	
   Int...
Problem:	
  
Content	
  quality	
  is	
  poor.	
  
Passive	
   Interac1ve	
  
25%	
   3%	
  
Source:	
  DemandMetric,	
  C...
Media	
   Messages	
  
Innova1on	
  in	
  Marke1ng	
  Touchpoints	
  
what	
  it	
  says	
  where	
  and	
  
how	
  it	
  ...
Media	
   Messages	
  
Mechanisms	
  
MARKETING	
  APPS	
  
the	
  next	
  big	
  wave	
  of	
  
marke5ng	
  innova5on	
  ...
Engagement	
  Axis	
  
Business	
  Model	
  Axis	
  
FREE/OPEN	
  
PAID/GATED	
  
PASSIVE	
   INTERACTIVE	
  
White	
  
Pa...
Engagement	
  Axis	
  
Business	
  Model	
  Axis	
  
FREE/OPEN	
  
PAID/GATED	
  
PASSIVE	
   INTERACTIVE	
  
Websites	
  ...
Engagement	
  Axis	
  
Business	
  Model	
  Axis	
  
FREE/OPEN	
  
FREEMIUM	
  
PAID/GATED	
  
PASSIVE	
   INTERACTIVE	
  ...
Engagement	
  Axis	
  
Business	
  Model	
  Axis	
  
FREE/OPEN	
  
FREEMIUM	
  
PAID/GATED	
  
PASSIVE	
   INTERACTIVE	
  ...
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
3.	
  Personaliza5on	
  
4.	
  Marke5...
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
3.	
  Personaliza5on	
  
4.	
  Marke5...
0me	
  
content	
  sophis0ca0on	
  
1.	
  Web	
  pages	
  
2.	
  Rich	
  content	
  
3.	
  Personaliza5on	
  
4.	
  Marke5...
7%!
19%!
25%!
28%!
30%!
32%!
53%!
60%!
66%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%!
Other barriers!
Limited market/competit...
Solware	
  is	
  Changing	
  Marke1ng	
  App	
  Economics	
  
 
Content	
  
We	
  are	
  opening	
  up	
  a	
  
crea5ve	
  universe	
  between	
  the	
  two.	
  
	
  
Apps	
  
Help	
  ...
Marke5ng	
  Apps	
  to	
  
Drive	
  Engagement	
  
Marke5ng	
  Apps	
  to	
  
Drive	
  Conversion	
  
Marke1ng	
  Apps	
  ...
Thank	
  you.	
  
Download	
  the	
  free	
  report.	
  
Sco$	
  Brinker	
  
@chiefmartec	
  
h$p://ioninterac5ve.com	
  
...
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
The 4th Wave of Content Marketing: From Passive to Interactive
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The 4th Wave of Content Marketing: From Passive to Interactive

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ion interactive's co-founder and president, Scott Brinker's presentation from the recent Demand Metric Virtual Summit.

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Transcript of "The 4th Wave of Content Marketing: From Passive to Interactive"

  1. 1. The  4th  Wave  of   Content  Marke1ng   From  Passive  to  Interac0ve   Sco$  Brinker   @chiefmartec   h$p://ioninterac5ve.com   Jerry  Rackley   @DemandMetric  
  2. 2. Content  may  be  king…  
  3. 3. …but  content  marke5ng  is  
  4. 4. Content  Marke1ng:  Everybody’s  Doing  It  
  5. 5. Most  Marketers  Are  Producing  More  Content  
  6. 6. Most  Marketers  Are  Spending  More  on  Content  
  7. 7. 1.  Educate  our  prospects.   4.  Inspire  social  sharing.   3.  Convert  prospects  to  leads.   2.  Differen5ate  our  company.   4  Big  Goals  of  Content  Marke1ng  
  8. 8. 2%! 3%! 5%! 31%! 59%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! Very unimportant! Somewhat unimportant! Neither important nor unimportant! Somewhat important! Very important! Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   Importance  of  Influencing  Buyers  Earlier  
  9. 9. 1.  Cacophony  of  content.   4.  Tired  conversion  tac5cs.   3.  Talking  at  the  prospect.   2.  Burden  on  the  audience.   4  Big  Problems  of  Content  Marke1ng  
  10. 10. Only  a  small  number   of  content  assets  gain   significant  popularity.   Most  become  a  drop  in   the  “Long  Tail”  ocean.   It’s  Asympto1cally  Impossible  to  Break  Through   Available  Audience  A$en5on   Available  Content   =   Average  A$en5on   Available  Per   Content  Asset  
  11. 11. Most  become  a  drop  in   the  “Long  Tail”  ocean.   It’s  Asympto1cally  Impossible  to  Break  Through   Available  Audience  A$en5on   Available  Content   =   This  number   con1nuously  drops.   Average  A$en5on   Available  Per   Content  Asset   Only  a  small  number   of  content  assets  gain   significant  popularity.  
  12. 12. Dear  Buyer,   Here  is  the  content  available   for  the  due  diligence  of  your   purchase  —  have  at  it.   Love,   A  World  of  Vendors  
  13. 13. How  will  I  make   it  through  one   more  ebook?  
  14. 14. 67%   Source:  SiriusDecisions,  “Three  Myths  of  the  67%  Sta0s0c”,  July  13,  2013   67%  of  the  Buyer’s  Journey  is  Done  Digitally   As  marke5ng  takes  on   more  of  the  “face  5me”   with  prospects  from   sales,  it  should  consider   what  made  sales   successful…  
  15. 15. Good  Salespeople  Listen  and  Discuss  
  16. 16. But  Most  Marke1ng  is  Talking  at  Prospects  
  17. 17. “It’s  a  trap!”  
  18. 18. Waaait…   Just  one  more   form  field…   Is  this  ebook   really  worth   it?  Grrr…  
  19. 19. 0me   content  sophis0ca0on   The  4  Waves  of  Content  Marke1ng  
  20. 20. 0me   content  sophis0ca0on   1.  Web  pages   founda5on  of  digital  content  marke5ng   The  4  Waves  of  Content  Marke1ng  
  21. 21. Blog  Post   Blog  Post   Blog  Post   Blog  Post   Blog  Post   Eventually,  SEO  Became  “Formulaic”  
  22. 22. Once  It’s  a  Formula,  Everybody  Can  Do  It  
  23. 23. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   The  4  Waves  of  Content  Marke1ng  
  24. 24. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   The  4  Waves  of  Content  Marke1ng   Going  up  this  axis  is   all  about  breaking   through  the  noise  
  25. 25. Beau0fully  designed  eBooks,  oVen  provided  as  a   PDF,  are  a  quintessen0al  example  of  rich  content.  
  26. 26. Beau0fully  designed   infographics  are  one   of  the  more  popular   rich  content  types   today.   But  they  rely  on  social   more  than  search  to   gain  distribu0on.  
  27. 27. Source:  ON24  Webinar  Benchmarks  Report,  2014  Edi0on   Webinars  (and  recorded  videos)  are  another   example  of  rich  content  too.   Rich  content  consump5on  is  “aspira5onal”   —  less  than  half  of  the  people  who  register   for  a  webinar  actually  a$end.  
  28. 28. eBook   eBook   eBook   eBook   eBook   Soon  Enough,  Rich  Content  Became  “Formulaic”  
  29. 29. Once  It’s  a  Formula,  Everybody  Can  Do  It  
  30. 30. 2,326,713  
  31. 31. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   3.  Personaliza5on   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   dynamically  subs5tuted  content   based  on  visitor’s  profile   The  4  Waves  of  Content  Marke1ng   Going  up  this  axis  is   all  about  breaking   through  the  noise  
  32. 32. Source:  Evergage  (a  personaliza0on  soVware  vendor)  website   Personaliza4on  technology  enables  marketers  to   dynamically  recommend  or  subs0tute  content.  
  33. 33. 1.  Need  data  on  new   prospects.   2.  Need  data  about   new  content.   3.  Things  change.   4.  S4ll  a  probabilis4c   guess  —  what   happens  if  you   guess  wrong?   Personaliza1on  Can  Help,  But  Isn’t  a  Panacea  
  34. 34. Content  in  the  First  3  Waves  Was  Mostly  Passive  
  35. 35. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   3.  Personaliza5on   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   dynamically  subs5tuted  content   based  on  visitor’s  profile   The  4  Waves  of  Content  Marke1ng   Going  up  this  axis  is   all  about  breaking   through  the  noise  
  36. 36. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   3.  Personaliza5on   4.  Marke5ng  apps   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   dynamically  subs5tuted  content   based  on  visitor’s  profile   interac5ve  experiences  with   programma5c  flow  and  logic   The  4  Waves  of  Content  Marke1ng   Going  up  this  axis  is   all  about  breaking   through  the  noise  
  37. 37. What’s  a   marke0ng   app?  
  38. 38. Source:  Kevy   Marke0ng  apps  are   not  just  na0ve  apps   installed  on  your   smartphone.   They’re  more  oVen   responsive  web  apps   that  work  on  any   device.   But  they’re  the  same   idea:  lightweight   func0onality.  
  39. 39. •  Polls  &  Quizzes   •  Games  &  Contests   •  Calculators   •  Configurators   •  Assessment  Tools   •  Guided  Tours   •  Slideshows  &  Galleries   •  Refer-­‐a-­‐Friend   •  Interac5ve  eBooks   •  Catalog  Promo5ons   •  Mad-­‐Lib  Forms   •  Wizards   •  Choose-­‐Your-­‐Own  Stories   •  Mul5-­‐Step  Signups   •  “Look  Inside”  Offers   •  Community  Intros   •  Webinar  Hub  Pages   •  Personalized  Portals   •  Loca5on-­‐Based  Offers   •  Prezi-­‐Style  Presenta5ons   •  Dynamic  Forms   •  Decision  Paths   •  Interac5ve  White  Papers   •  App-­‐Like  Landing  Pages   Marke1ng  Apps  Are  Many  a  Splendid  Thing  
  40. 40. Compare  and  Contrast:   Passive  Content  vs.  Interac1ve  Content   White  Paper  /  eBook  /  Guide  
  41. 41. Compare  and  Contrast:   Passive  Content  vs.  Interac1ve  Content   “Which  One  Won?”  Game  
  42. 42. Immediate   engagement.   No  barrier  of  “fill   out  a  form.”   No  barrier  of   “install  our  app   on  your  phone.”   Just  an  intriguing   ques0on  and  a   simple  click  (tap)   to  begin…  
  43. 43. This  game  is  a   responsive  web   marke0ng  app.   It  works  on  any   phone,  tablet,  or   computer  with  a   modern  browser.   It’s  lightweight   and  fast.  
  44. 44. It  shows  off  the   poten0al  of  good   A/B  tes0ng.   But  unlike  just   reading  about  it,   it  invests  users  in   the  outcomes.   It  demonstrates   that  tes0ng  is   beger  than   guessing.  
  45. 45. It  doesn’t  take   long  —  maybe   30-­‐45  seconds.   “Progress  dots”  at   the  bogom  assure   users  that  this  is  a   quick  exercise.   But  because  it   engages  them,  it   is  memorable.  
  46. 46. As  a  marketer,   you  appreciate   that  the  examples   in  this  game  have   other  benefits:   They  show  off  the   quality  of  work   produced  with   our  soVware  —   and  provide  social   proof  of  who  uses   our  soVware.  
  47. 47. Wai0ng  un0l  the   end  to  share  the   score  keeps  users   engaged.   The  lesson  of  the   score:  users  can’t   predictably  guess   the  winner.   Scores  also  tap  a   bit  of  compe00ve   energy  —  making   it  memorable.  
  48. 48. Only  now,  aVer   proving  the  value   of  the  content,  do   we  make  a  low-­‐ hurdle  offer  —  tell   us  who  you  are,   and  we’ll  email   the  hypotheses.   Even  those  who   pass  had  a  useful   brand  experience.  
  49. 49. When  this  email   arrives,  people   are  eager  to   read  it  —  they   want  to  know   the  experiments   that  they  are   now  “invested”   in  the  outcome.   This  is  demand   genera4on.  
  50. 50. If  content  marke1ng  is  about  educa1ng  prospects,   let’s  take  inspira1on  from  great  teachers.   Ac0ve,  experien0al  learning  over   purely  passive,  didac0c  learning.   Great  teachers  don’t  just  drone   on  in  a  lecture  —  they  incorporate   construc0vist  learning  techniques   to  make  the  material  come  alive   in  the  minds  of  their  students.  
  51. 51. Ask  Students  to  Predict  the  Outcome  of  an   Experiment  Beforehand,  and  They  Will  Remember  
  52. 52. •  Polls  &  Quizzes   •  Games  &  Contests   •  Calculators   •  Configurators   •  Assessment  Tools   •  Guided  Tours   •  Slideshows  &  Galleries   •  Refer-­‐a-­‐Friend   •  Interac5ve  eBooks   •  Catalog  Promo5ons   •  Mad-­‐Lib  Forms   •  Wizards   •  Choose-­‐Your-­‐Own  Stories   •  Mul5-­‐Step  Signups   •  “Look  Inside”  Offers   •  Community  Intros   •  Webinar  Hub  Pages   •  Personalized  Portals   •  Loca5on-­‐Based  Offers   •  Prezi-­‐Style  Presenta5ons   •  Dynamic  Forms   •  Decision  Paths   •  Interac5ve  White  Papers   •  App-­‐Like  Landing  Pages   Marke1ng  Apps  Are  Many  a  Splendid  Thing  
  53. 53. Call  to  Ac1on  
  54. 54. •  Polls  &  Quizzes   •  Games  &  Contests   •  Calculators   •  Configurators   •  Assessment  Tools   •  Guided  Tours   •  Slideshows  &  Galleries   •  Refer-­‐a-­‐Friend   •  Interac5ve  eBooks   •  Catalog  Promo5ons   •  Mad-­‐Lib  Forms   •  Wizards   •  Choose-­‐Your-­‐Own  Stories   •  Mul5-­‐Step  Signups   •  “Look  Inside”  Offers   •  Community  Intros   •  Webinar  Hub  Pages   •  Personalized  Portals   •  Loca5on-­‐Based  Offers   •  Prezi-­‐Style  Presenta5ons   •  Dynamic  Forms   •  Decision  Paths   •  Interac5ve  White  Papers   •  App-­‐Like  Landing  Pages   Marke1ng  Apps  Are  Many  a  Splendid  Thing  
  55. 55. •  Polls  &  Quizzes   •  Games  &  Contests   •  Calculators   •  Configurators   •  Assessment  Tools   •  Guided  Tours   •  Slideshows  &  Galleries   •  Refer-­‐a-­‐Friend   •  Interac5ve  eBooks   •  Catalog  Promo5ons   •  Mad-­‐Lib  Forms   •  Wizards   •  Choose-­‐Your-­‐Own  Stories   •  Mul5-­‐Step  Signups   •  “Look  Inside”  Offers   •  Community  Intros   •  Webinar  Hub  Pages   •  Personalized  Portals   •  Loca5on-­‐Based  Offers   •  Prezi-­‐Style  Presenta5ons   •  Dynamic  Forms   •  Decision  Paths   •  Interac1ve  White  Papers   •  App-­‐Like  Landing  Pages   Marke1ng  Apps  Are  Many  a  Splendid  Thing  
  56. 56. Interac1ve   Reveal  
  57. 57. Embedded  Quiz  
  58. 58. Click  on  your  “app  personality”  —   what  kind  of  app  are  you?  
  59. 59. Does  interac1ve  content  move  the  needle?  
  60. 60. 1.  Educate  our  prospects.   4.  Inspire  social  sharing.   3.  Convert  prospects  to  leads.   2.  Differen5ate  our  company.   4  Big  Goals  of  Content  Marke1ng  
  61. 61. How  effec1ve  is  content  at  educa1ng  buyers?   2%! 13%! 15%! 64%! 6%! 0%! 2%! 5%! 48%! 45%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! Very ineffective! Somewhat ineffect.! Neither! Somewhat effect.! Very effective! Passive! Interactive! Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   93%    vs.  70%  
  62. 62. 2%! 20%! 23%! 45%! 10%! 0%! 2%! 10%! 55%! 33%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Very ineffective! Somewhat ineffect.! Neither! Somewhat effect.! Very effective! Passive! Interactive! How  effec1ve  is  content  at  differen1a1ng  the  firm?   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   88%    vs.  55%  
  63. 63. 3%! 22%! 39%! 32%! 4%! 0%! 7%! 23%! 56%! 14%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Very poorly! Moderately poorly! Neutral! Moderately well! Very well! Passive! Interactive! How  well  does  content  convert  visitors?   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   70%    vs.  36%  
  64. 64. 6%! 38%! 39%! 15%! 2%! 5%! 7%! 50%! 21%! 17%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! Very infrequently! Infrequently! Neutral! Frequently! Very frequently! Passive! Interactive! How  frequently  is  content  shared  by  visitors?   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   38%    vs.  17%  
  65. 65. 1.  Cacophony  of  content.   4.  Tired  conversion  tac5cs.   3.  Talking  at  the  prospect.   2.  Burden  on  the  audience.   4  Big  Problems  of  Content  Marke1ng  
  66. 66. Problem:   Content  is  not  genera5ng  much  interest   or  gejng  much  a$en5on.   Passive   Interac1ve   37%   8%   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   vs.  
  67. 67. Problem:   Content  quality  is  poor.   Passive   Interac1ve   25%   3%   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   vs.  
  68. 68. Media   Messages   Innova1on  in  Marke1ng  Touchpoints   what  it  says  where  and   how  it  appears   most  digital  marke5ng  innova5on  to   date  (“the  medium  is  the  message”)  
  69. 69. Media   Messages   Mechanisms   MARKETING  APPS   the  next  big  wave  of   marke5ng  innova5on   (“the  mechanism  is  the   message”)   Innova1on  in  Marke1ng  Touchpoints   what  it  says  where  and   how  it  appears   how  it  behaves   form   func0on  
  70. 70. Engagement  Axis   Business  Model  Axis   FREE/OPEN   PAID/GATED   PASSIVE   INTERACTIVE   White   Papers  
  71. 71. Engagement  Axis   Business  Model  Axis   FREE/OPEN   PAID/GATED   PASSIVE   INTERACTIVE   Websites   Blogs   Social   Media   eBooks   Webinars   White   Papers   premium  passive  content  is   typically  gated  behind  a  form   most  passive  content  is  free  and  low-­‐engagement  
  72. 72. Engagement  Axis   Business  Model  Axis   FREE/OPEN   FREEMIUM   PAID/GATED   PASSIVE   INTERACTIVE   Websites   Blogs   Social   Media   eBooks   Webinars   White   Papers   premium  passive  content  is   typically  gated  behind  a  form   most  passive  content  is  free  and  low-­‐engagement  
  73. 73. Engagement  Axis   Business  Model  Axis   FREE/OPEN   FREEMIUM   PAID/GATED   PASSIVE   INTERACTIVE   Websites   Blogs   Social   Media   eBooks   Webinars   White   Papers   Na1ve   Mobile   Apps   MARKETING  APPS   Interac1ve   White  Papers   Interac1ve   eBooks   Configurators   U1li1es   Assessment  Tools   Contests   Lookbooks   Galleries   Workbooks   Guided  Tours   Games   Calculators   Quizzes   Sweepstakes   na0ve  mobile   apps  are   inherently   gated  by  an   installa0on   premium  passive  content  is   typically  gated  behind  a  form   most  passive  content  is  free  and  low-­‐engagement  
  74. 74. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   3.  Personaliza5on   4.  Marke5ng  apps   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   dynamically  subs5tuted  content   based  on  visitor’s  profile   interac5ve  experiences  with   programma5c  flow  and  logic   The  4  Waves  of  Content  Marke1ng   Going  up  this  axis  is   all  about  breaking   through  the  noise  
  75. 75. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   3.  Personaliza5on   4.  Marke5ng  apps   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   dynamically  subs5tuted  content   based  on  visitor’s  profile   interac5ve  experiences  with   programma5c  flow  and  logic   The  4  Waves  of  Content  Marke1ng   Apps  collect  more  accurate  “intent”  data   from  visitors  —  feeding  be$er   personaliza5on  profiles   Going  up  this  axis  is   all  about  breaking   through  the  noise  
  76. 76. 0me   content  sophis0ca0on   1.  Web  pages   2.  Rich  content   3.  Personaliza5on   4.  Marke5ng  apps   video,  infographics,  responsive  web,  HTML5   founda5on  of  digital  content  marke5ng   dynamically  subs5tuted  content   based  on  visitor’s  profile   interac5ve  experiences  with   programma5c  flow  and  logic   The  4  Waves  of  Content  Marke1ng   Apps  collect  more  accurate  “intent”  data   from  visitors  —  feeding  be$er   personaliza5on  profiles   Going  up  this  axis  is   all  about  breaking   through  the  noise   Apps  make  it   easier  for  visitors   to  consume  the   most  relevant   content  in  bite-­‐ sized  pieces  
  77. 77. 7%! 19%! 25%! 28%! 30%! 32%! 53%! 60%! 66%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! Other barriers! Limited market/competitor understanding! Production skills! Limited buyer understanding! Creative skills! Technical skills! Time/agility constraints! Budget constraints! Staffing/resource constraints! Barriers  to  Greater  Content  Marke1ng  Success   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014  
  78. 78. Solware  is  Changing  Marke1ng  App  Economics  
  79. 79.   Content   We  are  opening  up  a   crea5ve  universe  between  the  two.     Apps   Help  our  customers  distance   themselves  from  content  noise  
  80. 80. Marke5ng  Apps  to   Drive  Engagement   Marke5ng  Apps  to   Drive  Conversion   Marke1ng  Apps  Plamorm   Marke1ng  Apps  Across  the  Buyer’s  Journey   Shared   User  Data   Reusable   Components   Prospects   Customers   Brand   Standards   Single-­‐Point   Integra5on   Consistent   Analy5cs   bridge  the  legacy  gap  between   brand  and  performance  touchpoints   Progressive  Profiling  of  Prospect  
  81. 81. Thank  you.   Download  the  free  report.   Sco$  Brinker   @chiefmartec   h$p://ioninterac5ve.com   Jerry  Rackley   @DemandMetric  
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