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The 
4th 
Wave 
of 
Content 
Marke1ng: 
From 
Passive 
to 
Interac0ve 
Sco$ 
Brinker 
@chiefmartec 
h$p://ioninterac2ve.co...
Content 
may 
be 
king…
…but 
content 
marke1ng 
is
Content 
Marke1ng: 
Everybody’s 
Doing 
It
Most 
Marketers 
Are 
Producing 
More 
Content
Most 
Marketers 
Are 
Spending 
More 
on 
Content
Asympto1cally 
Impossible 
to 
Break 
Through 
Available 
Audience 
A$en2on 
Only 
a 
small 
number 
of 
content 
assets 
...
Dear 
Buyer, 
Here 
is 
the 
content 
available 
for 
the 
due 
diligence 
of 
your 
purchase 
— 
have 
at 
it. 
Love, 
A ...
How 
will 
I 
make 
it 
through 
one 
more 
ebook?
67% 
of 
the 
Buyer’s 
Journey 
is 
Done 
Digitally 
67% 
What’s 
Source: 
SiriusDecisions, 
“Three 
Myths 
of 
the 
67% 
...
Sales 
talking 
with 
a 
prospect 
Marke1ng 
talking 
“with” 
a 
prospect
“It’s 
a 
trap!”
0me 
content 
sophis0ca0on 
The 
4 
Waves 
of 
Content 
Marke1ng
The 
4 
Waves 
of 
Content 
Marke1ng 
0me 
content 
sophis0ca0on 
1. 
Web 
pages 
founda2on 
of 
digital 
content 
marke2n...
The 
4 
Waves 
of 
Content 
Marke1ng 
2. 
Rich 
content 
video, 
infographics, 
responsive 
web, 
HTML5 
0me 
content 
sop...
The 
4 
Waves 
of 
Content 
Marke1ng 
2. 
Rich 
content 
video, 
infographics, 
responsive 
web, 
HTML5 
0me 
content 
sop...
Beau0fully 
designed 
eBooks, 
oOen 
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 
s...
(and 
recorded 
videos) 
are 
another 
example 
of 
rich 
content 
too. 
Webinars 
Rich 
content 
consump2on 
is 
“aspira2...
2,326,713
The 
4 
Waves 
of 
Content 
Marke1ng 
dynamically 
subs2tuted 
content 
based 
on 
visitor’s 
profile 
2. 
Rich 
content 
...
Personaliza1on 
Can 
Help, 
But 
Isn’t 
a 
Panacea 
1. Need 
data 
on 
new 
prospects. 
2. Need 
data 
about 
new 
content...
Content 
in 
the 
First 
3 
Waves 
Was 
Mostly 
Passive
The 
4 
Waves 
of 
Content 
Marke1ng 
dynamically 
subs2tuted 
content 
based 
on 
visitor’s 
profile 
2. 
Rich 
content 
...
What’s 
a 
marke0ng 
app?
Not 
just 
Source: 
Kevy 
na>ve 
apps. 
Responsive 
web 
apps 
that 
work 
on 
any 
device.
Marke1ng 
Apps 
Are 
Many 
a 
Splendid 
Thing 
• Polls 
& 
Quizzes 
• Games 
& 
Contests 
• Calculators 
• Configurators 
...
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.” 
Ju...
This 
game 
is 
a 
responsive 
web 
marke0ng 
app. 
It 
works 
on 
any 
phone, 
tablet, 
or 
computer 
with 
a 
modern 
br...
It 
shows 
off 
the 
poten0al 
of 
good 
A/B 
tes0ng. 
But 
unlike 
just 
reading 
about 
it, 
it 
invests 
users 
in 
the...
It 
doesn’t 
take 
long 
— 
maybe 
30-­‐45 
seconds. 
“Progress 
dots” 
at 
the 
bobom 
assure 
users 
that 
this 
is 
a 
...
As 
a 
marketer, 
you 
appreciate 
that 
the 
examples 
in 
this 
game 
have 
other 
benefits: 
They 
show 
the 
quality 
...
Wai0ng 
un0l 
the 
end 
to 
share 
the 
score 
keeps 
users 
engaged. 
The 
lesson 
of 
the 
score: 
users 
can’t 
predict...
Only 
now, 
aOer 
proving 
the 
value 
of 
the 
content, 
do 
we 
make 
a 
low-­‐ 
hurdle 
offer 
— 
tell 
us 
who 
you 
a...
When 
this 
email 
arrives, 
people 
are 
eager 
to 
read 
it 
— 
they 
want 
to 
know 
the 
experiments 
that 
they 
are ...
If 
content 
marke1ng 
is 
about 
educa1ng 
prospects, 
let’s 
take 
inspira1on 
from 
great 
teachers. 
Ac>ve, 
experien>...
Ask 
Students 
to 
Predict 
the 
Outcome 
of 
an 
Experiment 
Beforehand, 
and 
They 
Will 
Remember
Call 
to 
Ac1on
Engagement 
Axis 
Business 
Model 
Axis 
PAID/GATED 
FREE/OPEN 
White 
Papers 
PASSIVE 
INTERACTIVE
premium 
passive 
content 
is 
typically 
gated 
behind 
a 
form 
eBooks 
Webinars 
Social 
Media 
Engagement 
Axis 
Busin...
premium 
passive 
content 
is 
typically 
gated 
behind 
a 
form 
eBooks 
Webinars 
Social 
Media 
Engagement 
Axis 
Busin...
eBooks 
Webinars 
Contests 
Sweepstakes 
Interac1ve 
eBooks 
Games 
Interac1ve 
White 
Papers 
Social 
Media 
MARKETING 
A...
Innova1on 
in 
Marke1ng 
Touchpoints 
Media 
Messages 
where 
and 
what 
it 
says 
how 
it 
appears 
most 
digital 
marke2...
Innova1on 
in 
Marke1ng 
Touchpoints 
Media 
Messages 
Mechanisms 
MARKETING 
APPS 
the 
next 
big 
wave 
of 
marke2ng 
in...
The 
4 
Waves 
of 
Content 
Marke1ng 
Going 
up 
this 
axis 
is 
all 
about 
breaking 
through 
the 
noise 
dynamically 
s...
The 
4 
Waves 
of 
Content 
Marke1ng 
dynamically 
subs2tuted 
content 
based 
on 
visitor’s 
profile 
2. 
Rich 
content 
...
The 
4 
Waves 
of 
Content 
Marke1ng 
dynamically 
subs2tuted 
content 
based 
on 
visitor’s 
profile 
2. 
Rich 
content 
...
How 
effec1ve 
is 
content 
at 
educa1ng 
buyers? 
2%! 
93% 
vs. 
70% 
13%! 
15%! 
64%! 
6%! 
0%! 
2%! 
5%! 
48%! 
45%! 
7...
How 
effec1ve 
is 
content 
at 
differen1a1ng 
the 
firm? 
2%! 
88% 
20%! 
vs. 
55% 
23%! 
45%! 
10%! 
0%! 
2%! 
10%! 
55%...
How 
well 
does 
content 
convert 
visitors? 
3%! 
70% 
22%! 
vs. 
36% 
39%! 
32%! 
4%! 
0%! 
7%! 
23%! 
56%! 
14%! 
60%! ...
How 
frequently 
is 
content 
shared 
by 
visitors? 
6%! 
38%! 39%! 
38% 
15%! 
vs. 
17% 
2%! 
5%! 
7%! 
50%! 
21%! 
17%! ...
Thank 
you! 
Sco$ 
Brinker 
@chiefmartec 
sbrinker@ioninterac2ve.com 
h$p://ioninterac2ve.com
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker
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The 4th Wave of Content Marketing: From Passive to Interactive By Scott Brinker

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From the SMX East 2014 Conference in New York City, NY. SESSION: The 4Th Wave Of Content Marketing. PRESENTATION: The 4th Wave of Content Marketing: From Passive to Interactive - Given by Scott Brinker, @ChiefMartec, co-founder & CTO - ion interactive. #SMX #13A

Published in: Marketing

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

  1. 1. The 4th Wave of Content Marke1ng: From Passive to Interac0ve Sco$ Brinker @chiefmartec h$p://ioninterac2ve.com
  2. 2. Content may be king…
  3. 3. …but content marke1ng is
  4. 4. Content Marke1ng: Everybody’s Doing It
  5. 5. Most Marketers Are Producing More Content
  6. 6. Most Marketers Are Spending More on Content
  7. 7. Asympto1cally Impossible to Break Through Available Audience A$en2on Only a small number of content assets gain significant popularity. Most become a drop in the “Long Tail” ocean. Available Content = Average A$en2on Available Per Content Asset This number con1nuously drops.
  8. 8. Dear Buyer, Here is the content available for the due diligence of your purchase — have at it. Love, A World of Vendors
  9. 9. How will I make it through one more ebook?
  10. 10. 67% of the Buyer’s Journey is Done Digitally 67% What’s Source: SiriusDecisions, “Three Myths of the 67% Sta0s0c”, July 13, 2013 lost as marke2ng replaces sales interac2ons?
  11. 11. Sales talking with a prospect Marke1ng talking “with” a prospect
  12. 12. “It’s a trap!”
  13. 13. 0me content sophis0ca0on The 4 Waves of Content Marke1ng
  14. 14. The 4 Waves of Content Marke1ng 0me content sophis0ca0on 1. Web pages founda2on of digital content marke2ng
  15. 15. The 4 Waves of Content Marke1ng 2. Rich content video, infographics, responsive web, HTML5 0me content sophis0ca0on 1. Web pages founda2on of digital content marke2ng
  16. 16. The 4 Waves of Content Marke1ng 2. Rich content video, infographics, responsive web, HTML5 0me content sophis0ca0on 1. Web pages founda2on of digital content marke2ng Going up this axis is all about breaking through the noise
  17. 17. Beau0fully designed eBooks, oOen provided as a PDF, are a quintessen0al example of rich content.
  18. 18. Beau0fully designed infographics are one of the more popular rich content types today. But they rely on social more than search to gain distribu0on.
  19. 19. (and recorded videos) are another example of rich content too. Webinars Rich content consump2on is “aspira2onal” — less than half of the people who register for a webinar actually a$end. Source: ON24 Webinar Benchmarks Report, 2014 Edi0on
  20. 20. 2,326,713
  21. 21. The 4 Waves of Content Marke1ng dynamically subs2tuted content based on visitor’s profile 2. Rich content 0me content sophis0ca0on 1. Web pages 3. Personaliza2on video, infographics, responsive web, HTML5 founda2on of digital content marke2ng Going up this axis is all about breaking through the noise
  22. 22. Personaliza1on Can Help, But Isn’t a Panacea 1. Need data on new prospects. 2. Need data about new content. 3. Things change. 4. S>ll a probabilis>c guess — what happens if you guess wrong?
  23. 23. Content in the First 3 Waves Was Mostly Passive
  24. 24. The 4 Waves of Content Marke1ng dynamically subs2tuted content based on visitor’s profile 2. Rich content 0me content sophis0ca0on 1. Web pages 3. Personaliza2on video, infographics, responsive web, HTML5 founda2on of digital content marke2ng Going up this axis is all about breaking through the noise
  25. 25. What’s a marke0ng app?
  26. 26. Not just Source: Kevy na>ve apps. Responsive web apps that work on any device.
  27. 27. Marke1ng Apps Are Many a Splendid Thing • Polls & Quizzes • Games & Contests • Calculators • Configurators • Assessment Tools • Guided Tours • Slideshows & Galleries • Refer-­‐a-­‐Friend • Interac2ve eBooks • Catalog Promo2ons • Mad-­‐Lib Forms • Wizards • Choose-­‐Your-­‐Own Stories • Mul2-­‐Step Signups • “Look Inside” Offers • Community Intros • Webinar Hub Pages • Personalized Portals • Loca2on-­‐Based Offers • Prezi-­‐Style Presenta2ons • Dynamic Forms • Decision Paths • Interac2ve White Papers • App-­‐Like Landing Pages
  28. 28. Compare and Contrast: Passive Content vs. Interac1ve Content White Paper / eBook / Guide
  29. 29. Compare and Contrast: Passive Content vs. Interac1ve Content “Which One Won?” Game
  30. 30. 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…
  31. 31. 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.
  32. 32. 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 beber than guessing.
  33. 33. It doesn’t take long — maybe 30-­‐45 seconds. “Progress dots” at the bobom assure users that this is a quick exercise. But because it engages them, it is memorable.
  34. 34. As a marketer, you appreciate that the examples in this game have other benefits: They show the quality of work produced with our soOware — and provide social proof of who uses our soOware.
  35. 35. 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 compe>>ve energy — making it memorable.
  36. 36. Only now, aOer 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.
  37. 37. 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 genera>on.
  38. 38. If content marke1ng is about educa1ng prospects, let’s take inspira1on from great teachers. Ac>ve, experien>al learning over purely passive, didac0c learning. Great teachers don’t just drone on in a lecture — they incorporate construc>vist learning techniques to make the material come alive in the minds of their students.
  39. 39. Ask Students to Predict the Outcome of an Experiment Beforehand, and They Will Remember
  40. 40. Call to Ac1on
  41. 41. Engagement Axis Business Model Axis PAID/GATED FREE/OPEN White Papers PASSIVE INTERACTIVE
  42. 42. premium passive content is typically gated behind a form eBooks Webinars Social Media Engagement Axis Business Model Axis PAID/GATED FREE/OPEN White Papers Websites Blogs PASSIVE INTERACTIVE most passive content is free and low-­‐engagement
  43. 43. premium passive content is typically gated behind a form eBooks Webinars Social Media Engagement Axis Business Model Axis PAID/GATED FREEMIUM FREE/OPEN White Papers Websites Blogs PASSIVE INTERACTIVE most passive content is free and low-­‐engagement
  44. 44. eBooks Webinars Contests Sweepstakes Interac1ve eBooks Games Interac1ve White Papers Social Media MARKETING APPS Assessment Tools Lookbooks Galleries Engagement Axis Business Model Axis PAID/GATED FREEMIUM FREE/OPEN White Papers Websites Blogs Na1ve Mobile Apps Workbooks U1li1es Configurators Calculators Quizzes Guided Tours PASSIVE INTERACTIVE 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
  45. 45. Innova1on in Marke1ng Touchpoints Media Messages where and what it says how it appears most digital marke2ng innova2on to date (“the medium is the message”)
  46. 46. Innova1on in Marke1ng Touchpoints Media Messages Mechanisms MARKETING APPS the next big wave of marke2ng innova2on (“the mechanism is the message”) where and what it says how it appears how it behaves form func0on
  47. 47. The 4 Waves of Content Marke1ng Going up this axis is all about breaking through the noise dynamically subs2tuted content based on visitor’s profile 2. Rich content 0me content sophis0ca0on 1. Web pages 4. Marke2ng apps 3. Personaliza2on video, infographics, responsive web, HTML5 founda2on of digital content marke2ng interac2ve experiences with programma2c flow and logic
  48. 48. The 4 Waves of Content Marke1ng dynamically subs2tuted content based on visitor’s profile 2. Rich content 0me content sophis0ca0on 1. Web pages 4. Marke2ng apps 3. Personaliza2on video, infographics, responsive web, HTML5 founda2on of digital content marke2ng interac2ve experiences with programma2c flow and logic Apps collect more accurate “intent” data from visitors — feeding be$er personaliza2on profiles Going up this axis is all about breaking through the noise
  49. 49. The 4 Waves of Content Marke1ng dynamically subs2tuted content based on visitor’s profile 2. Rich content 0me content sophis0ca0on 1. Web pages 4. Marke2ng apps 3. Personaliza2on video, infographics, responsive web, HTML5 founda2on of digital content marke2ng interac2ve experiences with programma2c flow and logic Apps collect more accurate “intent” data from visitors — feeding be$er personaliza2on 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
  50. 50. How effec1ve is content at educa1ng buyers? 2%! 93% vs. 70% 13%! 15%! 64%! 6%! 0%! 2%! 5%! 48%! 45%! 70%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! Very ineffective! Somewhat ineffect.! Neither! Somewhat effect.! Very effective! Passive! Interactive! Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
  51. 51. How effec1ve is content at differen1a1ng the firm? 2%! 88% 20%! vs. 55% 23%! 45%! 10%! 0%! 2%! 10%! 55%! 33%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! Very ineffective! Somewhat ineffect.! Neither! Somewhat effect.! Very effective! Passive! Interactive! Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
  52. 52. How well does content convert visitors? 3%! 70% 22%! vs. 36% 39%! 32%! 4%! 0%! 7%! 23%! 56%! 14%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! Very poorly! Moderately poorly! Neutral! Moderately well! Very well! Passive! Interactive! Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
  53. 53. How frequently is content shared by visitors? 6%! 38%! 39%! 38% 15%! vs. 17% 2%! 5%! 7%! 50%! 21%! 17%! 60%! 50%! 40%! 30%! 20%! 10%! 0%! Very infrequently! Infrequently! Neutral! Frequently! Very frequently! Passive! Interactive! Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
  54. 54. Thank you! Sco$ Brinker @chiefmartec sbrinker@ioninterac2ve.com h$p://ioninterac2ve.com

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