Experiences: The 7th Era of Marketing
by Robert Rose
When we organize content around a sales process, we get locked in and don’t think about how buyers make decisions in the real world. Professor content feeds our audience’s interests and passions. Examples include any type of content that offers to “help” and “teach,” rather than sell, persuade, or make aware. Jay Baer’s book, Youtility, is one of the most important, and popular, books on this type of content.
When we organize content around a sales process, we get locked in and don’t think about how buyers make decisions in the real world.
Professor content feeds our audience’s interests and passions. Examples include any type of content that offers to “help” and “teach,” rather than sell, persuade, or make aware. Jay Baer’s book, Youtility, is one of the most important, and popular, books on this type of content.
In a world where audiences are increasingly fragmented, the goal can no longer simply be about developing transactional relationships with customers; it must be about continuous engagement, passion, and loyalty. In short, marketers must focus on aggregating a passionate, loyal, and engaged audience, while developing content-driven experiences for long-term success.
CREATE CCM • Inspire a Revolution in the Organization • Recruit a Team to Lead • Plan for an Evolution 2. ORGANIZE CCM • Define Roles and Responsibilities • Write a Charter for CCM • Create a Content Mission 3. MANAGE CCM • Map the Experiences You Will Create • Build the Experiences and Their Purpose • Operate a Portfolio of Experiences 4.
Content Creation Management (CCM) is a conceptual framework to facilitate the organization, creation, development, and management of owned experiential content platforms for marketing purposes. Its goal is to structure an active, functioning and scalable process for marketing departments to create content-driven experiences that differentiate and create value.
"When we organize content around a sales process, we get locked in and don’t think about how buyers make decisions in the real world."
"Professor content feeds our audience’s interests and passions. Examples include any type of content that offers to “help” and “teach,” rather than sell, persuade, or make aware. Jay Baer’s book, Youtility, is one of the most important, and popular, books on this type of content."
"In a world where audiences are increasingly fragmented, the goal can no longer simply be about developing transactional relationships with customers; it must be about continuous engagement, passion, and loyalty. In short, marketers must focus on aggregating a passionate, loyal, and engaged audience, while developing content-driven experiences for long-term success."
"CREATE CCM • Inspire a Revolution in the Organization • Recruit a Team to Lead • Plan for an Evolution 2. ORGANIZE CCM • Define Roles and Responsibilities • Write a Charter for CCM • Create a Content Mission 3. MANAGE CCM • Map the Experiences You Will Create • Build the Experiences and Their Purpose • Operate a Portfolio of Experiences 4."
"Content Creation Management (CCM) is a conceptual framework to facilitate the organization, creation, development, and management of owned experiential content platforms for marketing purposes. Its goal is to structure an active, functioning and scalable process for marketing departments to create content-driven experiences that differentiate and create value."
"MARKETING’S ROLE IS MUCH MORE CRITICAL AND MUST: 1. Evolve a customer from the first time we meet him or her 2. Turn curious browsers into engaged prospects 3. Turn engaged prospects into qualified buyers 4. Turn qualified buyers into satisfied customers 5. Ultimately, turn satisfied customers into loyal brand subscribers."
"• How will preacher content fit? Will we use it to evangelize this new idea or infuse it into the platform, or both? • Will we need professor content (thought leadership or how-to content) at this point? • Will we need poet content to bond emotionally to our audience? Or, will this be purely educational?"
- →• How will preacher content fit? Will we use it to evangelize this new idea or infuse it into the platform, or both? • Will we need professor content (thought leadership or how-to content) at this point? • Will we need poet content to bond emotionally to our audience? Or, will this be purely educational?
- →This might be best exemplified with the quote from Blanche DuBois, in A Streetcar Named Desire, when she said, “I don’t want realism. I want magic! Yes, magic. I try to give that to people…I don’t tell truths. I tell what ought to be the truth.
- →The new focus should be on content as a strategic function in the business. Thus, the creation, management, publishing, and promotion of content requires its own strategic function. We call this Content Creation Management.
- →THE POET This may be the most misunderstood, but most talked about, of all the content types, primarily because it is most often associated with “telling the story” of the business.
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