We’re arising on the 10-year anniversary of the film Avatar, which was launched in December of 2009 and held the title of highest-grossing movie worldwide for practically a decade earlier than being unseated by Avengers: Endgame earlier this yr.
James Cameron’s signature cinematic spectacle presents a mannequin value following for any content material marketer hoping to amaze their viewers. We don’t want a $200 million funds, as Avatar had, however we must always aspire to undertake the meticulous planning and strategic foresight that drove the movie’s galactic success.
This was the main topic in our new interactive CMWorld expertise, Witness the Greatest Content Marketing Show on Earth, produced in collaboration with Content Marketing Institute to create forward of subsequent month’s festivities in Cleveland. The show-stopper theme of the convention, and this expertise, is designed to position content material creators in the mindset of an entertainer, the place dazzling viewers is the foremost objective.
Let’s discover a few of the necessities of audience-first planning, with somewhat assist from Mr. Cameron and our esteemed solid of CMWorld audio system.
Elements of Planning a Showstopping Content Experience
#1 – Start with a Concrete Strategic Framework
It’s by no means too early to put the groundwork for a content material initiative. Cameron started writing Avatar in 1994, some 15 years earlier than the film really got here out. Virtually each nice piece of leisure is the results of considerate, collaborative, insight-driven planning. Success is not any accident.
From a content material advertising perspective, this implies first documenting your technique, and letting it function the spine of your total course of. Here it would be best to account for three key purchaser phases: Discovery, Consumption, Action. (And when you’re pondering past the first sale, Retention and Advocacy.) Getting a customer-centric technique nailed down embeds a constant beacon for your total group to observe, and ensures nobody loses sight of whom you’re serving. It additionally minimizes confusion and wayward techniques.
As Amanda Todorovich, whose group at Cleveland Clinic has successfully made content material a (monetizable) central attraction, places it: “Your strategy shouldn’t be constantly changing. It should be a solid foundation that’s documented and communicated across the entire team. The investment of time needs to be made up front in establishing a solid framework and core strategy.”
Your technique shouldn’t be continuously altering. It needs to be a stable basis that’s documented and communicated throughout the total group. — @amandatodo Click To Tweet
#2 – Stay Nimble and Adaptive
Needless to say, if the imaginative and prescient for Avatar didn’t change in the 15 years between Cameron’s authentic script therapy and the film’s final launch, the ultimate product would’ve been… fairly outdated. So whereas adhering to a steady core technique is vital, we additionally must construct flexibility into our planning, in accordance with evolving audiences and markets.
Just as movie-goers have dynamic tastes and preferences, so too do the prospects and prospects we’re advertising to. Vet your assumptions towards data-driven analysis and interactions with viewers members (e.g. surveys, polls, conversations). Stay in tune with tendencies round rising shopping for committees and lengthening buy cycles. Don’t be afraid to make small bets in the identify of failing-and-learning, as a result of that is the solely strategy to meaningfully innovate.
We check, experiment, optimize and iterate our work each single day, however the core technique stays fixed as a result of it’s nonetheless working/profitable and aligns to our group’s mission. — @amandatodo Click To Tweet
#three – Align with Technology Advancements and Audience Behaviors
The integration of cutting-edge 3D visuals helped elevate Avatar past any cinematic expertise earlier than it, and that’s a serious purpose for the movie’s gobsmacking success. But one more reason is the formidable advertising efforts that coincided with the movie’s launch, together with partnerships with different large manufacturers to create experiences outdoors of theaters.
We want to consider how our content material goes to be found by a contemporary viewers, and the way we are able to optimize round these areas. One clear alternative in in the present day’s evolving content material advertising panorama is voice search.
Addressing this rising discovery methodology can really feel intimidating at first, but it surely’s useful to know that optimizing for voice doesn’t require a drastic deviation from good trendy search engine optimisation practices. Google handles voice queries, like most others, by a question-and-answer conference, so the key to successful voice search lies in creating authoritative best-answer content material.
Children’s Health’s Courtney Cox Wakefield, who will communicate on the topic at CMWorld, echoes our ideas on this nuance: “There’s a huge opportunity for voice search in content marketing and it begins with optimizing your content to rank in the answer box, which is then read by voice-first devices like Amazon Alexa and Google Home as their voice answers … You can get answer box rankings by implementing natural language headers, mimicking the structure of the content you see ranking for the queries you want to rank for.”
There’s an enormous alternative for voice search in content material advertising and it begins with optimizing your content material to rank in the reply field, which is then learn by voice-first units like Amazon Alexa and Google Home as their voice solutions. —… Click To Tweet
#four – Emphasize Emotional Pull
In order to face out and really have interaction your viewers, the content material should join at a deeper stage. In Avatar, Cameron sought to determine this resonance by an alien sci-fi story that was intrinsically relatable to human viewers.
In content material advertising, there are quite a few methods for creating emotional hooks. But from our view, the most vital — and the one which makes each different connective hyperlink potential — is belief.
Trust is the linchpin of buyer engagement, relationships, retention, and advocacy. Trust is so integral to profitable branding and advertising in the present day that we just lately launched our personal reconfiguration of the conventional advertising funnel: the belief funnel, which shifts our strategic orientation towards this vital splendid extra straight.
Margaret Magnarelli of Morgan Stanley agrees with this focus: “Trust is your ticket to admission, and therefore needs to be treated as a main event. Social science research shows that there are four main components of trust in human interaction: capability, benevolence, honesty and authenticity.”
Social science analysis reveals that there are 4 principal elements of belief in human interplay: functionality, benevolence, honesty and authenticity. — @mmagnarelli Click To Tweet
Building belief by these 4 tenets needs to be a guiding goal from the very begin of your planning. We can accomplish it by techniques like influencer credibility, being the greatest reply, and impactful storytelling (Cameron’s specialty).
Set the Stage for Your Next Exemplary Content Experience
Each of the steps above was instrumental in serving to Cameron put collectively certainly one of the most spectacular (and spectacularly profitable) experiences in film historical past. But identical to any creator, his work was additionally formed by the affect of friends and pioneers in his subject. Among them is an icon of sci-fi cinema.
“Directors that proceed to encourage me? Ridley Scott. I imply, I’ll go to see any Ridley Scott film. Even the ones that bomb, to me, are nice. Because of the cloth of the filmmaking. You know, simply the approach he sees, the approach he locations the digicam, so on.
As strategic content material entrepreneurs, we’re lucky to have the ability to draw inspiration from a variety of ahead thinkers, a lot of whom can be on stage for Content Marketing World 2019, set to get underway on Sept. three, 2019.
You can discover lots extra insights from these specialists, like the ones above, by visiting our interactive expertise, Witness the Greatest Content Marketing Show on Earth. It’s a worthy first step in planning a content material advertising blockbuster that wows your crowd.