SMX Summit: The 4th Wave of Content Marketing
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Scott Brinker's presentation from SMX East 2014 about the fourth wave of content marketing.
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SMX Summit: The 4th Wave of Content Marketing
- 1. The 4th Wave of Content Marke1ng From Passive to Interac0ve Sco$ Brinker @chiefmartec h$p://ioninterac2ve.com
- 2. Content may be king…
- 3. …but content marke1ng is
- 4. Content Marke1ng: Everybody’s Doing It
- 5. Most Marketers Are Producing More Content
- 6. Most Marketers Are Spending More on Content
- 7. Asympto1cally Impossible to Break Through Available Audience A$en2on Only a small number of content assets gain significant popularity. Most become a drop in the “Long Tail” ocean. Available Content = Average A$en2on Available Per Content Asset This number con1nuously drops.
- 8. Dear Buyer, Here is the content available for the due diligence of your purchase — have at it. Love, A World of Vendors
- 9. How will I make it through one more ebook?
- 10. 67% of the Buyer’s Journey is Done Digitally 67% What’s Source: SiriusDecisions, “Three Myths of the 67% Sta0s0c”, July 13, 2013 lost as marke2ng replaces sales interac2ons?
- 11. Sales talking with a prospect Marke1ng talking “with” a prospect
- 13. “It’s a trap!”
- 14. 0me content sophis0ca0on The 4 Waves of Content Marke1ng
- 15. The 4 Waves of Content Marke1ng 0me content sophis0ca0on 1. Web pages founda2on of digital content marke2ng
- 16. The 4 Waves of Content Marke1ng 2. Rich content video, infographics, responsive web, HTML5 0me content sophis0ca0on 1. Web pages founda2on of digital content marke2ng
- 17. The 4 Waves of Content Marke1ng 2. Rich content video, infographics, responsive web, HTML5 0me content sophis0ca0on 1. Web pages founda2on of digital content marke2ng Going up this axis is all about breaking through the noise
- 18. Beau0fully designed eBooks, oOen provided as a PDF, are a quintessen0al example of rich content.
- 19. Beau0fully designed infographics are one of the more popular rich content types today. But they rely on social more than search to gain distribu0on.
- 20. (and recorded videos) are another example of rich content too. Webinars Rich content consump2on is “aspira2onal” — less than half of the people who register for a webinar actually a$end. Source: ON24 Webinar Benchmarks Report, 2014 Edi0on
- 21. 2,326,713
- 22. 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
- 23. 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?
- 24. Content in the First 3 Waves Was Mostly Passive
- 25. 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
- 26. What’s a marke0ng app?
- 27. Not just Source: Kevy na>ve apps. Responsive web apps that work on any device.
- 28. 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
- 29. Compare and Contrast: Passive Content vs. Interac1ve Content White Paper / eBook / Guide
- 31. Compare and Contrast: Passive Content vs. Interac1ve Content “Which One Won?” Game
- 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. 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. 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.
- 45. 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.
- 46. 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.
- 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 compe>>ve energy — making it memorable.
- 49. 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.
- 50. 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.
- 51. 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.
- 52. Ask Students to Predict the Outcome of an Experiment Beforehand, and They Will Remember
- 54. Call to Ac1on
- 66. Engagement Axis Business Model Axis PAID/GATED FREE/OPEN White Papers PASSIVE INTERACTIVE
- 67. 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
- 68. 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
- 69. 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
- 70. 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”)
- 71. 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
- 72. 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
- 73. 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$er personaliza2on profiles Going up this axis is all about breaking through the noise
- 74. The 4 Waves of Content Marke1ng dynamically subs2tuted content based on visitor’s profile 2. Rich content 0me content sophis0ca0on 1. Web pages 4. Marke2ng apps 3. Personaliza2on video, infographics, responsive web, HTML5 founda2on of digital content marke2ng interac2ve experiences with programma2c flow and logic Apps collect more accurate “intent” data from visitors — feeding be$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
- 75. 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
- 76. 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
- 77. 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
- 78. 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
- 81. Thank you! Sco$ Brinker @chiefmartec sbrinker@ioninterac2ve.com h$p://ioninterac2ve.com