What do we look for when we read articles, when we watch, look for ideas on the web? Of course it is a question of finding information related to our research. But, pleasure has its place in this research!
Reading is above all an entertainment, whether it takes place at work, during lunch breaks, on the subway, or at home. In these moments when we read, whether in a professional context or not, pleasure, interest, astonishment and curiosity are the keywords that generally guide our time spent more or less diligently browsing articles.
The report: derailed viral “entertainment”!
Indeed, reading is more and more diagonal and fast: the ideas want to be simplified with a direct language and without too many figures of style which slow down the text. Welcome to blogging: easy to read, share and reference information. However, we do not lose the need for surprise and pleasure in readings that generally last between 10 seconds and 2 minutes. Needless to say, Tolkien would have remained unknown if this entertainment format prevailed…
But with a time reduced to that of a TV advertisement, we gradually realize that blogging looks like it is mistaken. Titles in the form of questions or affirmations that push to the click and which thus perfectly echo the codes of online advertising of the beginnings of the internet. The minutebuzz, buzzfeed, demotivator and others, whose primary purpose, it must be remembered, is to rob us of each minute of productivity, are just as much journalists as they are resellers of advertising space. The truth is that these sites are paid per page view. And that from the moment you click from your Facebook news feed on a title that will have moved you, such as a “Top names of the most unfaithful girls”, simplistic, devoid of sources, with 40 social sharing buttons; you’ll probably have understood that the content was not intended to inform.
A free place for brands that dare!
To tell the truth, virality and buzz are far from the KPIs to target. These represent only a short-lived epiphenomenon, an instant that sees the brand celebrated and then completely forgotten. In a logic of knowledge of the brand and experience, the type of “snacking” content, which can be browsed in just a few seconds, is completely useless.
The best approach is to invest in quality content, with innovative ideas and longer texts, adapted to deep and complete readings to perceive the essence. Indeed, in a world of the moment, where the shortest and most chewed contents represent the mass easy to share, the force of impact remains nevertheless close to 0 in terms of prospects.
In short, we are moving towards content:
- long: 750 – 1500 words;
- complete with sources, links to other topics;
- influential and written to present a clear opinion;
- can be activated to offer the discovery of an associated service or a product of the brand;
- focus on the target: oriented according to the values and interests sought by its prospects.
Towards experiential and permission marketing
Like it or not, marketing content is an experience, perhaps more emotional than just an article when it comes to video, either. Yet the writing still seduces and can really bring added value with an opinion, expertise and accessible demonstration of the added value of the associated brand.
But why talk about permission? The term is associated with Seth Godin who lays the foundations for Inbound Marketing associated with the permission of prospects. It is most often about reminders, newsletters that maintain the relationship. Lead Nurturing defines this logic of interviewing prospects in a very good way, that is to say those who have left their contact details on a download form for a white paper or have subscribed to a newsletter.
But the union between experiential marketing and permission marketing is interesting in retaining prospects and customers who continue to grant permission as experience continues to interest them. For fashion and lifestyle, many brands are innovating to extend the duration of this relationship between experience and permission, through an editorial line that works with their target audience; by simply investing in differentiating content on social media, their blog or their newsletter. In short, the mix of experience and permission leads to more loyalty and above all a precise knowledge of the brand and its offer from its customers and prospects.
Content and automation for more experience
Content marketing revolves around seduction in a precise search for conversion. The pleasure of reading, on the other hand, acts as a connection between the interest of a potential client and this commercial link.
It is then that we are interested in the creation of workflow (automated scenarios) to set up reminders to offer an appointment or send targeted newsletters that will help a prospect who is not yet mature to discover new specific content to be contacted later by a sales representative.
Leading automation tools like Oracle Marketing Cloud allow you to monitor the ROI of marketing content, but above all to identify the campaigns, content themes and conversion channels that perform best.
So professionals, stop low quality content, invest, put in place the tools suitable for modern marketing and find our white paper to discover in detail the automation of marketing processes.
photo credits: shutterstock