King Content hosted content marketing guru Robert Rose at King Content HQ for an exclusive master class in the wake of his new book, Experiences: The 7th Era of Marketing.
Here are four key marketing insights we gleaned from the master himself.
- An era of experience
Can you believe that we’re now closer to 2020 than we are to our first email address or smartphone? Can you believe that we’re closer to 2020 than we are to our first Facebook profile, Instagram account or Pinterest page? Or that it’s forecast that another three billion people will be connected to the World Wide Web in just five years?
Can you believe how far this weird little ‘internet’ thing has come?
The disruption that digital has caused in the media industry, coupled with the change in customer expectation, has driven us into an era of experience, says Rose. In this 24/7, always-on age of marketing, it’s no longer the product or the brand but the approach that the customer rewards with loyalty.
- Delighting consumers is our Kraft
As content marketers, it’s our job to produce content that invokes anticipatory delight in the consumer, which leads to one thing: customers. According to Rose, brands should be putting this concept at the forefront of their content strategy.
Kraft has over 3.5 million opt-in subscribers for their marketing materials, meaning 3.5 million consumers have been delighted by their content and signed up for more. Rose’s message is simple: anyone can produce such content, so long as emphasis is placed on creating value for your audience, not just describing it.
- A story from the heart
Medium before type and quantity over quality – these are mistakes many content producers are making. Ultimately, the story should be at the beating heart of the strategy.
Rose argues that too many brands focus their KPIs on pushing out content on social media in order to amplify their brand, instead of focusing on the quality of the content itself.
“There’s no such thing as a Twitter, Facebook or LinkedIn strategy,” Rose says. “They are channels, not a strategy.” He contends that what the company stands for, not what it sells, should be at the centre of the content mission.
- “Different is better than better.”
In such a saturated market, being different is integral to success. The key is delivering value that is different and unique, which means understanding customers’ wants and needs and enabling a content strategy that increases in value over time. Interacting with consumers via content in a way that engages them as people – not just as paying customers – is now central to growing a brand.