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