Have you been to a stadium concert lately? The big ones touring the country tend to pull out all the stops. It’s not just a singer on stage — they are usually supported by a giant jumbotron as backdrop providing flashy visuals, along with fog machines, laser lights, platforms rising out of the ground, special guest cameos… the works.
Why is this? Because the bar has been raised. When fans plunk down the big bucks for tickets to see Drake or Carrie Underwood or The Rolling Stones, they expect more than seeing their favorite artists performing on stage. They expect an unforgettable experience that stirs all the senses.
In content marketing, we see a continuing shift toward delivering full-on experiences. This emerging focus is evident in the steady growth of the term “content experience” in Google Trends over the past 10 years, and is now reaching a fever pitch as technology enables unprecedented sparkle and scintillation, while the shortening attention spans of our audience demand it.
The theme for this year’s Content Marketing World extravaganza, as well as our interactive preview and the series of blog posts wrapping up today, all lead back to this crucial edict: elevating experiences and wowing the crowd. The good news is that there are endless ways to creatively approach this initiative, and today we’ll draw inspiration from CMWorld speakers who will be taking the stage next week in Cleveland to offer up some memorable experiences of their own.
3 Expert Tips on Stepping Up the Content Experience
#1 – Create Serial Content
It’s tempting to think about high-caliber content experiences in terms of pageantry and spectacle, but there are many simpler elements at play. Your audience wants content that it can contextualize, compartmentalize, and reliably look forward to. There’s a reason that almost every big Hollywood release these days is a spin-off, sequel, or reboot — viewers thrive on familiarity. For this reason, Jay Baer of Convince and Convert says serial content, steeped in quality and consistency, is a must.
“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 another key is making this serial content as easy as possible for your audience to get to.
There are any number of ways to serialize your content. Maybe it’s breaking a big idea up into a series of blog posts, dissecting various components. Maybe it’s a run of videos mirroring the format of a TV season. And of course, podcasts are gaining fast popularity as an inherently serial form of content.
At TopRank Marketing, we’re all about serial content. You can reliably find our Digital Marketing News roundups (both blog and video) every Friday. Recently we’ve been running a Trust Factors series, examining the vital topic of trust in marketing from various angles. And in fact, you’re reading the final installment of a four-part series right now! Check out the previous “Wow Your Crowd” entries below:
#2 – Use Tools and Technology Thoughtfully
There are so many eye-catching technologies out there offering new ways to package and deliver content. But don’t be blinded by bells and whistles. Add-ons like interactivity only make sense if they actually serve a meaningful purpose.
“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 example, when scrolling through the Greatest Content Marketing Show on Earth experience created by TopRank Marketing and Content Marketing Institute, you’ll be able to play games like shoot-the-duck and bop-the-clown. But these interactive gamification elements weren’t just thrown in for the heck of it; they’re meant to play up the midway/carnival vibes of the asset (and this year’s CMWorld conference).
#3 – Measure and Optimize
The trouble with all this talk about content experiences is that they can feel difficult to quantify and report on. I mean, how do you measure audience delight? What is the ROI of someone grinning with glee while bopping clowns on their browser?
To some degree, the benefits of a great experience are intangible, at least in the short-term. But we can still measure the impact by connecting consumption metrics with bottom-line results.
“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 target audience (in relation to total viewers)
- Scroll depth
- Bounce rate
- Brand awareness/consideration
- Remarketing audience size
- Web traffic
- Customer behavior (e.g., retention, adoption rate, referrals, etc.)
If you’re getting it right with customer experiences, you’ll see growth across all of these metrics over time. From our view at TopRank Marketing, engagement metrics and business outcomes (or proof of ROI) are among the seven essential elements for content marketing performance dashboard. Also included: benchmarks, goals, real-time KPI monitoring, traffic trends, and breakdowns by topic/persona.
Every initiative is paired with a specific business outcome to evaluate performance. Although we keep tabs on engagement metrics, they do not dictate success by themselves. – Chris White of @CapitalOne on measuring content performance Click To Tweet
Experience Is Your Content Differentiator
Turn content experience into your competitive advantage. Create things that amaze your audience and leave them yearning for more. Utilize new trends and tech when appropriate to elevate your content. And, at all times, validate your efforts by measuring the right things and letting your customers dictate your direction.
Is it silly to think about content marketing on the same terms as stadium concerts? I’d say it’s silly not to.
We’re counting down the days until the grand experience unfolds at Content Marketing World 2019 on Sept. 3, 2019 in Cleveland. Before then, you can find plenty more guidance on taking your programs to the next level in our interactive experience, The Greatest Content Marketing Show on Earth.
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