Have you been to a stadium live performance recently? The large ones touring the nation have a tendency to pull out all of the stops. It’s not only a singer on stage — they’re normally supported by an enormous jumbotron as backdrop offering flashy visuals, together with fog machines, laser lights, platforms rising out of the bottom, particular visitor cameos… the works.
Why is that this? Because the bar has been raised. When followers plunk down the massive bucks for tickets to see Drake or Carrie Underwood or The Rolling Stones, they anticipate greater than seeing their favourite artists acting on stage. They anticipate an unforgettable expertise that stirs all of the senses.
by way of GIPHY
In content material advertising and marketing, we see a seamless shift towards delivering full-on experiences. This rising focus is obvious within the regular progress of the time period “content experience” in Google Trends over the previous 10 years, and is now reaching a fever pitch as know-how allows unprecedented sparkle and scintillation, whereas the shortening consideration spans of our viewers demand it.
The theme for this yr’s Content Marketing World extravaganza, in addition to our interactive preview and the sequence of weblog posts wrapping up right this moment, all lead again to this significant edict: elevating experiences and wowing the group. The excellent news is that there are limitless methods to creatively strategy this initiative, and right this moment we’ll draw inspiration from CMWorld audio system who shall be taking the stage subsequent week in Cleveland to provide up some memorable experiences of their very own.
three Expert Tips on Stepping Up the Content Experience
#1 – Create Serial Content
It’s tempting to take into consideration high-caliber content material experiences when it comes to pageantry and spectacle, however there are numerous less complicated components at play. Your viewers desires content material that it could actually contextualize, compartmentalize, and reliably look ahead to. There’s a cause that nearly each large Hollywood launch today is a spin-off, sequel, or reboot — viewers thrive on familiarity. For this cause, Jay Baer of Convince and Convert says serial content material, steeped in high quality and consistency, is a should.
“This aids in recognition and findability and taps into the truism that multiple exposures are often needed to drive behavior,” Jay explains. And he says one other secret is making this serial content material as straightforward as potential on your viewers to get to.
Ask your self how your data and insights could be accessed with a minimal quantity of effort or problem for the buyer. – @jaybaer on minimizing content material friction #CMWorld Click To Tweet
There are any variety of methods to serialize your content material. Maybe it’s breaking an enormous concept up right into a sequence of weblog posts, dissecting numerous parts. Maybe it’s a run of movies mirroring the format of a TV season. And after all, podcasts are gaining quick recognition as an inherently serial type of content material.
At TopRank Marketing, we’re all about serial content material. You can reliably discover our Digital Marketing News roundups (each weblog and video) each Friday. Recently we’ve been working a Trust Factors sequence, inspecting the very important matter of belief in advertising and marketing from numerous angles. And actually, you’re studying the ultimate installment of a four-part sequence proper now! Check out the earlier “Wow Your Crowd” entries under:
#2 – Use Tools and Technology Thoughtfully
There are so many eye-catching applied sciences on the market providing new methods to package deal and ship content material. But don’t be blinded by bells and whistles. Add-ons like interactivity solely make sense if they really serve a significant goal.
“The key for brands is to not just pursue these programs for the sake of doing it, or to ‘be cool,’ but to have a clear purpose and value-add,” says SAP’s Amisha Gandhi.
For instance, when scrolling by means of the Greatest Content Marketing Show on Earth expertise created by TopRank Marketing and Content Marketing Institute, you’ll give you the chance to play video games like shoot-the-duck and bop-the-clown. But these interactive gamification components weren’t simply thrown in for the heck of it; they’re meant to play up the halfway/carnival vibes of the asset (and this yr’s CMWorld convention).
A memorable expertise goes a good distance. – @AmishaGandhi on elevating the bar for content material experiences #CMWorld Click To Tweet
#three – Measure and Optimize
The bother with all this discuss content material experiences is that they’ll really feel tough to quantify and report on. I imply, how do you measure viewers delight? What is the ROI of somebody grinning with glee whereas bopping clowns on their browser?
To a point, the advantages of a terrific expertise are intangible, at the very least within the short-term. But we will nonetheless measure the impression by connecting consumption metrics with bottom-line outcomes.
“I think of content marketing metrics in two dimensions: Business outcomes (how content is contributing to the business) and engagement metrics (a proxy for how much the target audience likes the content),” says Chris White of Capital One.
He breaks them down like this:
- Total view time
- Percent of audience (in relation to whole viewers)
- Scroll depth
- Bounce charge
- Brand consciousness/consideration
- Remarketing viewers measurement
- Web visitors
- Customer habits (e.g., retention, adoption charge, referrals, and many others.)
If you’re getting it proper with buyer experiences, you’ll see progress throughout all of those metrics over time. From our view at TopRank Marketing, engagement metrics and enterprise outcomes (or proof of ROI) are among the many seven important components for content material advertising and marketing efficiency dashboard. Also included: benchmarks, targets, real-time KPI monitoring, visitors traits, and breakdowns by matter/persona.
Every initiative is paired with a particular enterprise consequence to consider efficiency. Although we hold tabs on engagement metrics, they don’t dictate success by themselves. – Chris White of @CapitalOne on measuring content material efficiency Click To Tweet
Experience Is Your Content Differentiator
Turn content material expertise into your aggressive benefit. Create issues that amaze your viewers and depart them craving for extra. Utilize new traits and tech when acceptable to elevate your content material. And, always, validate your efforts by measuring the correct issues and letting your prospects dictate your course.
Is it foolish to take into consideration content material advertising and marketing on the identical phrases as stadium live shows? I’d say it’s foolish not to.
We’re counting down the times till the grand expertise unfolds at Content Marketing World 2019 on Sept. three, 2019 in Cleveland. Before then, you could find a lot extra steering on taking your applications to the subsequent degree in our interactive expertise, The Greatest Content Marketing Show on Earth.