Sep 10, 2013

The Future of Content in Search & on the Social Web

Content is more than information – it’s storytelling that provides meaningful experiences and inspires action.  Lee Odden (@leeodden) of TopRank Online Marketing drove home the importance of emotion as he delved into the “Future of Content on Search and Social Web” at Content Marketing World (#CMWorld) earlier today.

The future of content is visual, real-time, mobile, human and cross-platform, he says. Simply put, it’s about creating things that make us go “mmmmm” — the art of inspiring feeling.  Find that “moment in the experience” that contributes to a moment of inquiry becoming a lead, he says.

One important piece of research is to find out which channels your customers respond to best and then work to create content that causes reaction. “Communities and customers are dynamic and insatiable – we have to feed them.”

Statistics reveal that viewers are 85% more likely to purchase a product after watching a product video.  Odden says the cycle is to attract, engage, convert and to continue the flow.

And there’s no question — today’s marketing teams have their work cut out for them when assigning functions. Marketing is a bigger job today than it has ever been. Strategy, creation, production, search, social and analytics are all critical roles today, and all overlap in content.

Vlogger Diane Harrigan (@dianeharrigan) authors the Postcards from SF blog, and is also an account manager with PR Newswire.

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