Create Experiences … Not Content

A majority of the content being published is fairly general and mediocre at best … the rush to produce content by every brand has flooded the market with ‘a lot of stuff not worth reading’
Most brand created content is easily found in other places on the Web
Engaging content is hard to create and expensive to produce on an ongoing basis … the majority of brands have not been able to fund it properly
Content by itself is not the differentiator brands think it is

Consumers want information that helps, entertains, educates and allows participation
Content marketing is not publishing, it is an interactive activity that lets users create experiences
Brands need to rethink their role as publishers and seek opportunities for real user engagement
The Perceptual Map below illustrates (the green dots represent the type of content being published in most consumer brand categories) that there is a wealth of overlapping static information, with few interactive experiences being delivered.
This represents a tremendous opportunity for brands to differentiate through interactive content delivery to move their brand to the top of the map.

Design user experiences that allow your audience to participate with the brand
Guide consumers with content that helps them in their daily lives and assists them in navigating smoothly through their path-to-purchase
Keep content simple, interactive, fun and fresh
Stay within your brand and category authority

Stop publishing content for the sake of doing it as a marketing task
Do not borrow interest that is irrelevant to your brand (like a paint brand using music to pick colors)
Stop selling … no brochureware content

digitalwheat