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.
Millennials aren’t impressed by your passive, static content marketing. Yahoo and Tumblr recently released a new study, Content Marketing Best Practices Among Millennials, that gave some serious insight on to how important it is to catch the attention of the millennials. So let me be of some use to you for a second and break it down for you. Easy, right? That’s what we're here for.
Even restaurants like these need digital experiences to catch their online visitors’ attention as well when their noses are buried in their devices. We’ve got a few for you to give you some inspiration on how any industry can take their digital experience from static, passive content to an engaging, useful, educational, exciting experience that will keep the visitor hungry for more from your brand.
The days of walking into a brick and mortar store, trying on a bazillion things in poorly lit dressing rooms that show every flaw of your body have changed. There are so many fun fashion and beauty centric marketing apps. And we’re going to share a few of our faves!
To see content marketing listed as a disruptor makes us want to do the jig. Why? Because we keep hammering the importance of content to your brand, your message and your audiences. It’s at the core of everything you do. Regardless of what technologies you use to create, deploy, or share it - It’s a direct extension of you. It should evoke emotion, create a connection. So you bet it’s disruptive!
America: The home of the free, the brave, and the problem of content overload. We’re overwhelmed every day. Immersed in a deep digitally-focused culture, our heads are always down looking at our smartphones or tablets reading about what the next big thing is. Well, we’ve got the answer for you. So after you’re done reading this, put that phone down, pick your head up and enjoy the fireworks.
While booking a trip may be a hassle, these travel industry companies have found a way to make it fun with their app-like digital experiences. So before you go running to that travel agency to have them book everything for you, take a look at some of the best uses of app-like features to ensure that planning your next experience can actually be an experience in itself.
What would you say if I told you that Plymouth Rock increased its speed-to-market 17,900% and online quotes 300%, reducing cost-per-quote by 33%. Mind. Blown? But wait, let’s rewind. Because all stats need a little context to truly understand why they are such a big deal.
Our lives are so busy and filled with distractions to ever keep someone’s attention on a piece of content for very long. Hence, the idea of snackable content: “bite-sized nuggets of content” as The Future of Snackable Content describes it.
Static White Paper, I love you, but it’s time to go our separate ways. I need something exciting, something engaging, something interactive. My digital experience needs to grow up with the times and, although you were a leader for such a long time in the content marketing world, that just isn’t the case anymore.
Tourism Australia, Virgin Australia, and Delta partnered to offer the chance to experience Australia, providing an experience all their own. Presenting…. The AustraliaSomeday campaign. Just as they want the visitor to have an experience of a lifetime in each of the 52 Australian cities at stake, they created an interactive digital experience like we’ve never seen for visitors to enter and win.
At ion, we are ALL about industry research and market perspective. The same energy that swarms a bunch of teenage girls at a One Direction concert is the same energy that swirls around ion when we get our hands on some really good research. It makes us giddy. Recently, Altimeter’s Rebecca Lieb (with Jessica Groopman and Charlene Li) turned out a report chock-full of Content Marketing gold.