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

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.

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

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

  • The  4th  Wave  of   Content  Marke1ng   From  Passive  to  Interac0ve   Sco$  Brinker   @chiefmartec   h$p://ioninterac5ve.com   Jerry  Rackley   @DemandMetric  
  • Content  may  be  king…  
  • …but  content  marke5ng  is  
  • Content  Marke1ng:  Everybody’s  Doing  It  
  • Most  Marketers  Are  Producing  More  Content  
  • Most  Marketers  Are  Spending  More  on  Content  
  • 1.  Educate  our  prospects.   4.  Inspire  social  sharing.   3.  Convert  prospects  to  leads.   2.  Differen5ate  our  company.   4  Big  Goals  of  Content  Marke1ng  
  • 2%! 3%! 5%! 31%! 59%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! Very unimportant! Somewhat unimportant! Neither important nor unimportant! Somewhat important! Very important! Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   Importance  of  Influencing  Buyers  Earlier  
  • 1.  Cacophony  of  content.   4.  Tired  conversion  tac5cs.   3.  Talking  at  the  prospect.   2.  Burden  on  the  audience.   4  Big  Problems  of  Content  Marke1ng  
  • Only  a  small  number   of  content  assets  gain   significant  popularity.   Most  become  a  drop  in   the  “Long  Tail”  ocean.   It’s  Asympto1cally  Impossible  to  Break  Through   Available  Audience  A$en5on   Available  Content   =   Average  A$en5on   Available  Per   Content  Asset  
  • Most  become  a  drop  in   the  “Long  Tail”  ocean.   It’s  Asympto1cally  Impossible  to  Break  Through   Available  Audience  A$en5on   Available  Content   =   This  number   con1nuously  drops.   Average  A$en5on   Available  Per   Content  Asset   Only  a  small  number   of  content  assets  gain   significant  popularity.  
  • Dear  Buyer,   Here  is  the  content  available   for  the  due  diligence  of  your   purchase  —  have  at  it.   Love,   A  World  of  Vendors  
  • How  will  I  make   it  through  one   more  ebook?  
  • 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…  
  • 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  Waves  of  Content  Marke1ng  
  • Blog  Post   Blog  Post   Blog  Post   Blog  Post   Blog  Post   Eventually,  SEO  Became  “Formulaic”  
  • Once  It’s  a  Formula,  Everybody  Can  Do  It  
  • 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  
  • 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  
  • Beau0fully  designed  eBooks,  oVen  provided  as  a   PDF,  are  a  quintessen0al  example  of  rich  content.  
  • Beau0fully  designed   infographics  are  one   of  the  more  popular   rich  content  types   today.   But  they  rely  on  social   more  than  search  to   gain  distribu0on.  
  • 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.  
  • 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,  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  
  • Source:  Evergage  (a  personaliza0on  soVware  vendor)  website   Personaliza4on  technology  enables  marketers  to   dynamically  recommend  or  subs0tute  content.  
  • 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  
  • Content  in  the  First  3  Waves  Was  Mostly  Passive  
  • 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  
  • 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  
  • What’s  a   marke0ng   app?  
  • 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.  
  • •  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  
  • Compare  and  Contrast:   Passive  Content  vs.  Interac1ve  Content   White  Paper  /  eBook  /  Guide  
  • 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  our  app   on  your  phone.”   Just  an  intriguing   ques0on  and  a   simple  click  (tap)   to  begin…  
  • 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.  
  • 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.  
  • 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.  
  • 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.  
  • 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.  
  • 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.  
  • 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.  
  • 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.  
  • Ask  Students  to  Predict  the  Outcome  of  an   Experiment  Beforehand,  and  They  Will  Remember  
  • •  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  
  • Call  to  Ac1on  
  • •  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  
  • •  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  
  • 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.   2.  Differen5ate  our  company.   4  Big  Goals  of  Content  Marke1ng  
  • 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%  
  • 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%  
  • 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%  
  • 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%  
  • 1.  Cacophony  of  content.   4.  Tired  conversion  tac5cs.   3.  Talking  at  the  prospect.   2.  Burden  on  the  audience.   4  Big  Problems  of  Content  Marke1ng  
  • 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.  
  • Problem:   Content  quality  is  poor.   Passive   Interac1ve   25%   3%   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014   vs.  
  • 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”)  
  • 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  
  • Engagement  Axis   Business  Model  Axis   FREE/OPEN   PAID/GATED   PASSIVE   INTERACTIVE   White   Papers  
  • 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  
  • 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  
  • 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  
  • 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  
  • 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  
  • 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$er   personaliza5on  profiles   Going  up  this  axis  is   all  about  breaking   through  the  noise   Apps  make  it   easier  for  visitors   to  consume  the   most  relevant   content  in  bite-­‐ sized  pieces  
  • 7%! 19%! 25%! 28%! 30%! 32%! 53%! 60%! 66%! 0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%! Other barriers! Limited market/competitor understanding! Production skills! Limited buyer understanding! Creative skills! Technical skills! Time/agility constraints! Budget constraints! Staffing/resource constraints! Barriers  to  Greater  Content  Marke1ng  Success   Source:  DemandMetric,  Content  &  The  Buyer’s  Journey:  Benchmark  Study  Report,  June  2014  
  • Solware  is  Changing  Marke1ng  App  Economics  
  •   Content   We  are  opening  up  a   crea5ve  universe  between  the  two.     Apps   Help  our  customers  distance   themselves  from  content  noise  
  • Marke5ng  Apps  to   Drive  Engagement   Marke5ng  Apps  to   Drive  Conversion   Marke1ng  Apps  Plamorm   Marke1ng  Apps  Across  the  Buyer’s  Journey   Shared   User  Data   Reusable   Components   Prospects   Customers   Brand   Standards   Single-­‐Point   Integra5on   Consistent   Analy5cs   bridge  the  legacy  gap  between   brand  and  performance  touchpoints   Progressive  Profiling  of  Prospect  
  • Thank  you.   Download  the  free  report.   Sco$  Brinker   @chiefmartec   h$p://ioninterac5ve.com   Jerry  Rackley   @DemandMetric