The 4th Wave of Content Marketing: From Passive to Interactive
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Transcript of The 4th Wave of Content Marketing: From Passive to Interactive
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The 4th Wave of Content Marke1ng From Passive to Interac0ve
Sco$ Brinker @chiefmartec
h$p://ioninterac5ve.com
Jerry Rackley @DemandMetric
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Content may be king…
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…but content marke5ng is
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Content Marke1ng: Everybody’s Doing It
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Most Marketers Are Producing More Content
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Most Marketers Are Spending More on Content
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1. Educate our prospects.
4. Inspire social sharing.
3. Convert prospects to leads.
2. Differen5ate our company.
4 Big Goals of Content Marke1ng
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2%!
3%!
5%!
31%!
59%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%!
Very unimportant!
Somewhat unimportant!
Neither important nor unimportant!
Somewhat important!
Very important!
Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
Importance of Influencing Buyers Earlier
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1. Cacophony of content.
4. Tired conversion tac5cs.
3. Talking at the prospect.
2. Burden on the audience.
4 Big Problems of Content Marke1ng
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Only a small number of content assets gain significant popularity.
Most become a drop in the “Long Tail” ocean.
It’s Asympto1cally Impossible to Break Through
Available Audience A$en5on
Available Content =
Average A$en5on Available Per Content Asset
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Most become a drop in the “Long Tail” ocean.
It’s Asympto1cally Impossible to Break Through
Available Audience A$en5on
Available Content =
This number con1nuously drops.
Average A$en5on Available Per Content Asset
Only a small number of content assets gain significant popularity.
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Dear Buyer,
Here is the content available for the due diligence of your purchase — have at it.
Love,
A World of Vendors
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How will I make it through one more ebook?
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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…
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Good Salespeople Listen and Discuss
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But Most Marke1ng is Talking at Prospects
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“It’s a trap!”
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Waaait… Just one more form field…
Is this ebook really worth it? Grrr…
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0me
content sop
his0ca0o
n The 4 Waves of Content Marke1ng
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0me
content sop
his0ca0o
n
1. Web pages founda5on of digital content marke5ng
The 4 Waves of Content Marke1ng
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Blog Post
Blog Post
Blog Post
Blog Post
Blog Post
Eventually, SEO Became “Formulaic”
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Once It’s a Formula, Everybody Can Do It
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0me
content sop
his0ca0o
n
1. Web pages
2. Rich content video, infographics, responsive web, HTML5
founda5on of digital content marke5ng
The 4 Waves of Content Marke1ng
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0me
content sop
his0ca0o
n
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
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Beau0fully designed eBooks, oVen provided as a PDF, are a quintessen0al example of rich content.
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Beau0fully designed infographics are one of the more popular rich content types today.
But they rely on social more than search to gain distribu0on.
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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.
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eBook
eBook
eBook
eBook
eBook
Soon Enough, Rich Content Became “Formulaic”
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Once It’s a Formula, Everybody Can Do It
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2,326,713
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0me
content sop
his0ca0o
n
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
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Source: Evergage (a personaliza0on soVware vendor) website
Personaliza4on technology enables marketers to dynamically recommend or subs0tute content.
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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
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Content in the First 3 Waves Was Mostly Passive
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0me
content sop
his0ca0o
n
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
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0me
content sop
his0ca0o
n
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
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What’s a marke0ng
app?
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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.
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• 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
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Compare and Contrast: Passive Content vs. Interac1ve Content
White Paper / eBook / Guide
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Compare and Contrast: Passive Content vs. Interac1ve Content
“Which One Won?” Game
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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…
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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Ask Students to Predict the Outcome of an Experiment Beforehand, and They Will Remember
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• 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
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Call to Ac1on
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• 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
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• 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
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Interac1ve Reveal
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Embedded Quiz
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Click on your “app personality” — what kind of app are you?
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Does interac1ve content move the needle?
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1. Educate our prospects.
4. Inspire social sharing.
3. Convert prospects to leads.
2. Differen5ate our company.
4 Big Goals of Content Marke1ng
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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%
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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%
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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%
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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%
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1. Cacophony of content.
4. Tired conversion tac5cs.
3. Talking at the prospect.
2. Burden on the audience.
4 Big Problems of Content Marke1ng
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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.
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Problem: Content quality is poor.
Passive Interac1ve 25% 3%
Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
vs.
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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”)
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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
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Engagement Axis
Busin
ess M
odel Axis
FREE/OPEN
PAID/GATED
PASSIVE INTERACTIVE
White Papers
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Engagement Axis
Busin
ess M
odel 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
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Engagement Axis
Busin
ess M
odel 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
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Engagement Axis
Busin
ess M
odel 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
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0me
content sop
his0ca0o
n
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
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0me
content sop
his0ca0o
n
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
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0me
content sop
his0ca0o
n
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$er personaliza5on profiles
Going up this axis is all about breaking through the noise
Apps make it easier for visitors to consume the most relevant content in bite-‐sized pieces
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7%!
19%!
25%!
28%!
30%!
32%!
53%!
60%!
66%!
0%! 10%! 20%! 30%! 40%! 50%! 60%! 70%!
Other barriers!
Limited market/competitor understanding!
Production skills!
Limited buyer understanding!
Creative skills!
Technical skills!
Time/agility constraints!
Budget constraints!
Staffing/resource constraints!
Barriers to Greater Content Marke1ng Success
Source: DemandMetric, Content & The Buyer’s Journey: Benchmark Study Report, June 2014
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Solware is Changing Marke1ng App Economics
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Content
We are opening up a crea5ve universe between the two.
Apps
Help our customers distance themselves from content noise
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Marke5ng Apps to Drive Engagement
Marke5ng Apps to Drive Conversion
Marke1ng Apps Plamorm
Marke1ng Apps Across the Buyer’s Journey
Shared User Data
Reusable Components
Prospects Customers
Brand Standards
Single-‐Point Integra5on
Consistent Analy5cs
bridge the legacy gap between brand and performance touchpoints
Progressive Profiling of Prospect
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Thank you. Download the free report.
Sco$ Brinker @chiefmartec
h$p://ioninterac5ve.com
Jerry Rackley @DemandMetric