You come across those companies that have incredible customer service. Like mind-blowing incredible customer service. The type that makes you shout their praises from the rooftops. We all knows these companies. The ones we will never stray from and the ones we will tell all our friends about. But how can you be that company? It isn’t enough for their first impression with you to be incredible. It has to carry through the entire experience with your brand.
Eating is a ritual. From perusing the menu, to wine pairing, to dessert. It’s a truly delicious experience if done right. You know what else is like that, minus the calories? Content Marketing. Think about it. A restaurant menu may contain appetizers, small plates, entrees, sides, dessert, drinks. And when creating content you have a bevy of options—copy, visuals, videos, interactive elements and more!
We’ve been talking interactivity for… well… ever now. We are truly in the major beginning stages of an interactive revolution. And when you’re at the forefront of any revolution, you want nothing more than to be a ruler and an innovator of that time. But guess what, grade school-version of you? Introverts are going to rule the Interactive Age. So for all you “uncool” introverts, this is your time. Wallow in it!
We’re all battling with this content overload, each piece striving to be better than the next. Who can get the most subscribed, the most shares, the most likes?! I recently came across a great article from Marketing Profs written by Jeannette de Beauvoir titled Be the Best Answer: Four Steps to Developing Winning Content. And they nailed it.
Today, your website really is the frontline to your whole operation, a first impression if you will. So if you wow me with useful (and beautiful) digital experience, you’re going to score some points before I even walk in the door to be swarmed by salesmen. If you provide a configurator (ahem, that’s a marketing app by the way) to let me build my own car, see the specs, pic everything from the interior color to rims, I’m totally into it.
That content you have may be extremely useful, but it may not be useful for everyone. Maybe some of your content is for the people that want to hop on the L train, and some of it is for the people that are looking for the M train. They may have gotten in at the same stop, but they most definitely want to end up in completely different places. Easy right? Just ask the visitor what they want and where they want to go and your brand can deliver an experience like they’ve never seen.
It’s a lot like your content marketing. You promise this knowledge-filled piece with best practices and engagement. And then your visitor gets past the form or call-to-action filled with excitement… to be totally underwhelmed. So how can you be sure that your content is bite-sized, easily digestible, with tons of flavor and quite filling? We found three of our favorite articles on the topic so let’s take a look at the best takeaways.
Summer is wrapping up as are our events for the season. But we can’t get too comfortable because in just a matter of weeks, the event roster picks up steam again. There’s still lots of Marketing Apps goodness we need to share. We’ve said before there’s no slowing down for us, and we meant it!
If YOU don’t like hassle, why in the world would you provide any for your audience? So, as part of our Digital Differentiation Series, this blog is all about how to create the opportunity for effortless exchange of value. I mean, how awesome does that sound??? And it’s entirely doable. You just have to do one thing... Provide and gather insights.
Content marketing has been on quite the ride lately. Riding three waves to be exact. If you haven’t checked out Scott Brinker and Jerry Rackley’s “The 4th Wave of Content Marketing” presentation yet, you definitely should. Because that fourth wave is coming right for you.
How is it that I, as well as thousands and thousands of others, so incessantly watch Shark Week knowing that we’ve seen a lot of it before? Then, boom, it clicked. Emotional engagement. It hits a nerve. Whether you are absolutely terrified of sharks or completely excited by them like I am, Shark Week aims to attract each type of audience. And it’s all through emotions and engagement.
Last week, we mentioned the kickoff of a series of blog posts on Digital Differentiation. And this first one is all about how to turn those dining room tables into cars, or static content into engaging and modern digital experiences. Need a place to start? Here we go!
You’ve got no excuses, boys. Throw away those nasty wallets and check out Bellroy’s incredible and interactive digital experience. Now, while we are totally hyping up this experience, Bellroy didn’t build it in ion. But they totally could have! And, hey, we could've even added some more flair to it (hint, hint Bellroy… embedded video? Just saying). But while we can talk all we want, that’s no fun. We’ll just show you what Bellroy could have built with ion!
While Pinterest isn’t the only way they’re getting their content out there, the Jags and the NFL as a whole have always made their marketing about the fans. And why else do you think it’s the biggest following in sports in the U.S.? The NFL never stops innovating and never stops building stories that identify with their audience.
Know where differentiation is HUGE??? In Digital. And you know what the secret sauce is to achieve that differentiation? Kicking that audience engagement into high gear with interactivity. Weave it into as much of your content as possible - white papers, infographics, ebooks, and anything else your audiences are exposed to on your site.
Robotic content is at an all time high and we can’t seem to escape it. There’s a lack of human connection, of interaction, of emotions. As content marketers, we continue to churn out white papers and blog posts and webinars as if every single person in our audience is reading and watching our every move. But they’re not. Newsflash: They probably haven’t been. Because they’re bored of the robotic output.
We’re not only churning marketing apps out, we’re blogging about them, building case studies about them, talking to the media & analyst community about them AND talking about them at events. If you are like us and still going hard on the event circuit, come say hi! We may not be on a beach lathered in sunscreen, but we can show you some really cool stuff and send you home with some swag.
When we recently stumbled upon Ideo: A Cafeteria Designed for Me, we were blown away. From a concept standpoint, but also because it’s a visually stunning digital experience. It’s the perfect blend of digital storytelling, fact and interactivity. It has a seamless flow and ties everything together in a perfect little digital experience package. The most differentiated part is that while it’s super cool from a technology standpoint, they did it without sacrificing a human element. And a good digital storyteller can do just that.
Saving the earth AND using an app-like digital experience?! ExxonMobil’s Energy campaign does just that! They recently released a quiz that gives you the knowledge and the tips for saving energy… and it’s a great example of a marketing app, using modern interactivity to deliver usefulness. Of course we love it! It’s perfect interactive, engaging, and EDUCATIONAL! The whole package. Take a look for yourself!
With technological evolution, the lines have been blurred. Not Robin Thicke/Miley Cyrus blurred (because honestly, who wants to see that again?), but usefully blurred. The separation between all of the different kinds of apps is starting to dissipate, and the app is becoming more omnipotent than it has ever been. TechCrunch recently ran an article talking about this movement...it’s REALLY good stuff. Really good.