Last week I gave the closing keynote at IMS San Francisco on the topic of Rich Media, Personalization and Small Data. The event – which brings together top marketers and thought leaders in content marketing, social media and advertising – was a great forum for testing some of my latest thinking on content and scale. And specifically the growing shift from big budget campaigns, long-form video, and big data, to word of mouth viral campaigns, short-form content like vine and snapchat, and small data.
As I shared, this shift impacts (and enables) how marketers can create more effective way to reach and engage customers AND employees, and how they can bring their stories to life. To do so, I argued we need to align around 3 goals:
- Inform – Be HELPFUL! People pay attention if you’re saying something useful or unique – and you reach them when they are thinking about what you are saying,
- Connect – Help customers connect with you and each other…and
- Motivate – The essence of influence is motivating a behavior; in the digital world, content + context drives participation. The ultimate goal of content marketing (and small data) is creating this action or behavior. No participation or action = NO ROI!
With these goals in mind we can map out specific tactics like making video content and your YouTube channel part of your product strategy, and bringing data to where your users are, via mobile apps, social coupons or QR codes.
You can check out my entire presentation and see other examples and takeaways in my SlideShare below. Enjoy!