See How Interactivity Gets Your Content Read and Shared
Content Marketing is Critical … But Brands are Struggling With Several Issues
- 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
Insight ⇒ Interactivity Creates User Experiences in Content Marketing
- 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.
Do This ⇒ Build User Experiences That Bond Consumers to Your Brand
- 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
Not That ⇒ Stop Doing Just Content
- 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