The Micro-Moment is Shrinking: How Tightly Can a Marketer Package an Experience?

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Hearing the stunning news that something so tiny as a micro-moment is shrinking may produce the reaction of, “Why should I bother?” from a marketer; however, the highly effective nature of a relevant micro-moment offers benifits to the brand-consumer relationship that are worth the effort of adaptation.

How do we try and think differently? We try because the micro-moment cannot shrink; however, it can be a new foundation for marketing that offers its own scale of supporting serial micro-moments and nano-moments.

differently

Infographic from Aspect Professional Services.

Micro-moments are the snapshot in time when, “A person pulls out a mobile device to get what he or she wants, immediately and in context,” Josh Bernoff writes for the American Marketing Association news

https://www.ama.org/publications/MarketingNews/Pages/your-mobile-moments-are-shrinking.aspx

These moments are shrinking and often require, “Only a glance to identify and delivers quick information that you can either consume or act on immediately.”

When marketer are in the micro-moment they can, “Make it easy to buy on impulse,” and inform the consumer whether-or-not action is required.

Google identified, named, and brands the micro-moment through a series of micro-moment video logs. These logs offer great storytelling content that imbues the marketing experience with the human experience.

Here are three examples of content marketing in the micro-moment:

Mabel’s “New-Day-New-Me Moments”
Marlhon’s “Ready-For-Change Moments”
Danielle’s “Show-Me-How Moments”

The fabric of a micro-moment is a good story. Google utilizes the above example that run about a minute in length. A reasonable investment in interest for the consumer. These examples are a small sampling of micro-moments because–just like our mobile devices–micro-moments are highly personalized.

Micro-moments grow marketing opportunities. These marketing opportunities are nano-moments. They may have elements of bells ringing, wine glasses clinking, or buzzers sounding to identify promotional opportunities based on mobile geo-fencing tactics; however, without a foundation in story and thereby an existing customer-brand relationship there can be no maximization of micro-moment marketing.

The storytelling is the memorable, marketing tool. The promotional opportunities that are offered because of the consumer buy-in to the micro-moment are in effect re-purposing of the micro-moment in a nano-moment.

https://www.forrester.com/Micro+Moments+Are+The+Next+Frontier+For+Mobile/fulltext/-/E-res118691

https://www.linkedin.com/pulse/four-tips-financial-institutions-win-consumers-andrew-bank

http://warriorsway.com/a-moment_resting-thinking/

http://synergy.syniverse.com/2015/03/reach-your-customers-in-the-mobile-moment-a-new-infographic-to-guide-mobile-engagement/

 

 

 

The Zero Moment of Truth is Realized Through Micro-Moment Pings

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Featured image from http://www.sponsoredlinx.com.au/blog/google/how-to-create-a-micro-moments-map/

The Marketing mill at Google brought us ZMOT. Zero Moment of Truth is the consumer moment–the ping if you will–when a consumer initiates searching digitally, considers taking, and acts upon their impressions.

Brian Solis from Alitmeter Group analysis ZMOT and its micro-moment components in this Forbes.com article.

http://www.forbes.com/sites/onmarketing/2015/04/09/googles-micro-moment-why-its-a-game-changer-for-cmos/

Jim Lecinski, in his Google 2011 publication, “Winning in the Zero Moment of Truth,” lays out a game plan for achieving and leveraging ZMOT through identifying and creating micro-moments.

His tactics have these three tiers to help maximize and build the business/marketer to consumer relationship: First Moment of Truth (FMOT) when the product introduction occurs, the Second Moment of Truth (SMOT) when the consumer experiences through product through all senses, and the Zero Moment of Truth (ZMOT) when an assessment can be offered as to relationship strength.

Brian Solis has since offered Ultimate Moment of Truth insights. His UMOT is the moment when customers consider their product experiences and share them through reviews, posts, or other forms of communications.

UMOT can inform quality of experience and relationship-building and product quality needs. An integral part and opportunity of this after-purchase care can be turning the after-purchase into its own micro-moment.

How does a marketer move–with the consumer–through the moment of truth steps to that nirvana state of ZMOT?

Micro-moments are impactful, memorable consumer experiences related to and with a product.

In “Best Practices: The Ten Ways Marketers Can Compete for Micro-Moments, marketers are offered strategies that can help them frame their advertising strategies in the micro-moment bundle.

http://adage.com/article/digitalnext/practices-cmos-advantage-micro-moments/298855/

Google defined the micro-moment as a series of “I want” scenarios and digital processes.  Marketers can enhance experience through any consumer desire that begins with,

“I want to learn…

I want to buy…

I want to know…

I want to go…

I want to do…”

Leveraging the Storytelling Experience

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Content marketing–especially through social media–is a visual experience. Messages are stories, some more stimulated and successful than others. The successful storytelling experiences are based inherently in the human experience and offer target audiences and broad audiences the 4 E’s (excite, educate, experience, and engagement) in memorable and tidy packages.

This Leo Widrich’s lifehacker.com article highlights how hearing and/or seeing a story is always a visual experience. The consumer of the story is wired to see images related to an engaging story in such a way the their entire brain is active and profound memories are formed.

Check out the example of the Earl of Sandwich’s creation of the sandwich.

http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains

After hearing the story of the Earl creating an efficient snack of meat between two pieces of bread so that he could continue playing cards without missing the fun and chance to gamble, no one is able to forget where the “sandwich” got its name. Mostly because they can visualize the scene in their mind’s eye.

Maintaining a sense of storytelling is essential in effective marketing. How to maximize efforts and great content?

In “The Art of Story Telling & Social Media Marketing – The Mindfire Chats Episode 2,” The Film School’s John Jacobsen stresses the importance of creating content that is not created to sell, but imbues humanity, your values, tells the truth, and conveys the “human truth that allows everyone to understand any story,” a la  Pixar.

 

Maximizing this content means framing it to the level of relevancy. Brain Clark from copyblogger media enforces the tenant of social media’s nature mandating on-line  and direct relationships with customers. These relationships are different from traditional media because the content is not created to natively inspire conversation, it is created and modified so that it can, “Enter the conversations that’s already happening.”

Effective content is about shared interest and experience. How do we take the bones of great content, enter a conversation, hit the relevancy button, and, “Be social, not just do social,” as proposed by Brian Fanzo?

http://millennialceo.com/social-media/sharing-story-140-characters-video-brian-fanzo-ignitetalk-ibm-interconnect/

We “Supercharge,” the storytelling experience and apply principles of marketing leverage as outlined in Burt Herman’s audio blog.

http://www.marketingprofs.com/podcasts/2014/24197/burt-herman-storify-marketing-smarts#ixzz3wIq8Iq2M

Storify (storytelling, marketing application creator) Herman, drives home the key takeaways of applying storytelling leverage as these: apply traditional journalism principles to the social media terrain, be conscious of current topics, garner part of that attention through new storytelling content, use hashtags people will actually use, and add text for flow.

In her WordStream blog, Megan Marrs offers consideration for applied content leverage centering around the process of updating, giving a makeover, and polishing content that has popular interest qualities. These tactics are necessary with all content the moment after its initial launch to maintain its quality and level of relevancy.

http://www.wordstream.com/blog/ws/2015/02/03/repurposing-content

Morphing storytelling content into other social media mediums is essential. These modalities include amped-up infographics.

In his WordStream blog, Dan Shewan breaks down inforgraphic relavance and strategy.

http://www.wordstream.com/blog/ws/2015/01/13/infographic-templates

This infographic from the creative team at Lunchbreath quickly captures the effectiveness of adding infographia into a storytelling mix.

infographic-templates-lunchbreath

 

GetVOIP has an effective example of storytelling, marketing content utilized through an infographic. It would be difficult to skim this management tool material without committing some of these possible work-place scenarios to memory.

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Content Metrics: A Marketer’s Closest Friend

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Reviewing this Curata infographic will probably make you expel a slightly overwhelmed sigh. The plethora of content-related and curated content metrics available is massive, yet excitingly cool if you dare to really “go there.”

John Battelle, wrote “Has Tech Gotten Boring?” this month for LinkedIn. He offers marketers motivations to dig into the state of the tech market despite mixed successes  boiling it down to, “Gather insights, pick them lemons, make lemonade.” These are also the strategies and behaviors that also allow marketers to benefit from running and understanding marketing content metrics. Mr. Battelle’s directive to, “Make lemonade,” is a directive to discover and uncover opportunities. Opportunities to fix/repair and improve content in strategic ways that will garner more success.

https://www.linkedin.com/pulse/has-tech-gotten-boring-john-battelle

Where to start? Rand Fishkin from Moz.com offers a comprehensive white-board style presentation in this video link.

https://moz.com/blog/build-the-right-traffic-metrics-dashboard-2016-whiteboard-friday

This white-board snapshot begins the “Right Traffic Metrics Dashboard” building.

metrics dashboard

The fundamental content marketing metrics funnel begins with Awareness. As Mr. Fishkin outlines, awareness moves toward these consumer processes, “I’ve heard of your brand. I know something about who you are. I first visit your website. I make returning visits to your site. I make a conversion at some point.”

The awareness momentum can include mentions on social media, press and brand mentions, and referring links (search engine analytics offer specific brand search metrics.)

After building a dashboard–similar to a playbook–visits can be counted. First visits, total visits, and return visits offer insights as to content engagement and overall effectiveness.

Finally, the big Kahuna, conversion rates have the last say and is dependent on the tactics the marketer utilized to nudge the consumer into conversion.

 

 

 

 

 

 

Leveraging the Content: Getting the Most Bang for Your Most-Excellent Content

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Before, during, and after your relevant and engaging content has been created, it’s essential to consider its strategic application across traditional and social media.

As a radio broadcaster, back in the day, I lived and breathed how to utilize relatable and/or relevant content as part of on-air production value, as a personal branded item, and as a pairing or partnership with wider station-wide initiative. Marketing in media modes that are happening now is its best when it functions as a living, breathing entity.

My relevant broadcast content is a part of what my audience is already talking about, but with added value, a twist, and–hopefully–fun. Called it cross-promotion, it essentially is an auditory web of connectivity. Connectivity in this form flourishes in the on-line, visual world of social marketing. In the social media world reusing, pairing, promoting, and partnering of content falls under the umbrella of content re-purposing.

Re-purposing content is a broad common-sense marketing tactic that drives and blooms a social media strategy.

Sarah Arrow’s video blog highlights how re-purposing content makes sound business sense.

 

The strategy suggested in this video offers re-purposing of content as an inspired tactic to expand the space–physical and virtual–that your marketing content may live within and utilize.  Marketers expand the space allotment for a message when we are willing to embrace creating a big-picture social media picture for their brand and any over-reaching conversation between brand and customer.

What happens when we consider re-purposing content in a way that modifies messages based on where we post them? At the same time minding the immediacy, relevance, and duration constraints and requirements that effective content must meet. Content that is true to brand and message may launch in a serial fashion that offers customer an opportunity to be excited, continually educated, experience the product, and participate in product engagement. The 4 E’s live and breath in an installment fashion through modified content that is true to brand, offers more (excitement, information, experience, fun if possible, and engagement), and is executed as a content conversation.

As Ms. Arrow explains, “The bones of what you need to say are already there. . ..” Re-purposing content and cross-promotion takes good content to the next level through maximization of honed material and packaging that material in a multitude of focused bursts that exponentially increase the reach and results of effective content.

From Coach Glue instructors Melissa Ingold and Nicole Dean you will view a comprehensive, marketing-tool approach to re-purposing content.

Their piece, “21 Ways to Re-Purpose Your Existing Content For More Exposure and Added Income Streams,” begins to weave the connections through the social marketing media web.

 

In her WordStream blog, Megan Marrs offers a multitude of “whys” and “how-to’s” of re-purposing content making it an essential part of effective marketing strategies in  “11 Genius Ways .

http://www.wordstream.com/blog/ws/2015/02/03/repurposing-content

Benchmarks of the blog include these:

Re-purposing your most-excellent content can offer the results Ms. Marrs outlines through re-impressing value to the current audience and expanding/growing beyond that audience.

“Dusting off Forgotten Tales,” encourages re-using, shining up, and refining fundamental content that has worked and will be effective again when it’s refined and its delivery method is altered.

“Making the most of your efforts,” is placing content in the best-possible media and formats to offer it–and a brand conversation–the highest opportunity for successful impression. The radio broadcast modality of cross-promotion lives is exemplified through her example of giving content promotion a, “Second chance.”

Please see my blog, “Leveraging the Storytelling Experience,” for more of Megan Marrs considerations involving deciding when, where, and how to re-purpose marketing content to the highest effect.

 

 

Tell Me a Story: The Science Behind Why Human Beings Need Narrative

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We love a good story whether we are conscious of the sentiment or not. What is it about a good story–short or long–that brings us a shared experience, feelings of comfort and belonging, and satisfaction?

Storytelling content has been shared since the beginning of human history. Check out this white board motion infographic and how it brings storytelling DNA and its content marketing applications through time. As presented by Brandjuice.com

“A Whiteboard History of Storytelling,” punctuates what we know about effective content.

Effective content in all mediums–especially social media– works when it hit’s the consumer’s 4 E’s.

It Excites the consumer, Educates the consumer, Provides a customer and/or interactive Experience, and the content Engages the consumer leaving them satisfied and open to experience more similar content.

  • Effective content is crafted to reach a wide audience a la Shakespeare and Pixar.
  • Effective content is supremely social.
  • Effective content usually includes storytelling. Science informs us that people respond to motion and motion through a storytelling device because humans are able to quickly identify with what they see and hear.
  • Because of the motion component, videos and motion infographics are especially powerful. The opportunities provided through social media provide a low-cost solution to the high-priced outlet of television.
  • In a nutshell, people are wired to feel connectivity to well-told stories and the story teller themselves.

Stories not only deliver on the 4 E’s, they provide escape and diversion, they offer comfort, delight and surprise us, they give us the connection to others that we crave, and they stimulate our brains–as research tells us–in a manner that activates and capitalizes on left brain-right brain connectivity. This connectivity profoundly effects new memory creation and impressions of engagement and inclusivity in the experience of the story told.

Ultimately, the listener-viewer-consumer identifies as being a part of the story.

In Leo Widrich’s lifehacker.com article, “The Science of Storytelling: Why Telling a Story is the Most Powerful Way to Activate Our Brains,” why content marketing through the storytelling vs. bullet points in a benefits listing is examined with applied science.

http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains

brain

Our craving for a good story is hard-wired. Marketers can maximize the impact of their messages through the storytelling device.

Utilizing the audience where it lives offers opportunities to place a story in the ears and minds of a marketing target and a potentially wider group. Social media offers immediate conveyance of message. How engaging that message will be relies on the application of journalism and storytelling fundamentals that make any story a 4 E winner.

http://www.marketingprofs.com/podcasts/2014/24197/burt-herman-storify-marketing-smarts#ixzz3wIpzJwmv

Journalism and storytelling fundamentals fit naturally with the criteria of marketing storytelling. Credibility and integrity gleaned from accurate representation of facts, personal connection demonstrated through point-of-view and individuality, relevance appreciated through human connection with character threads with which the audience can identify, and personal investment created through the feeling of story and the pleasure it creates as it moves around the human mind.

Tapping into the human craving for storytelling and story involvement is the most meaningful marketing tactic. Consider taking storytelling out for a spin the next time you develop content.

Sources:

http://www.brandjuice.com/our-thinking/

http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains

 

 

 

If Content is “King,” the Infographic reigns as the Queen

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By 2012 Marketing experts were certain that the infographic was dead then just like ’80’s fashion, the infographic utilized new tech and became stylish again.

What can the new and improved infographic do for your marketing campaign?

The queenly infographic utilizes its soft skills to hit the 4 E’s  in new and inventive ways. Excite, Educate, Provide Experience, and Engage the consumer.

A dynamic infographic stimulates in a storytelling manner that offers the consumer a memorable experience and the marketer an opportunity to leave an indelible impression upon their target customer.

How creative can a graphic be? Marketing Content 2.0 requires its queen to offer movement and divergence from the flat, 2d picture experiences of the past.

With the advent of the motion infographic, creative limits are removed and there are no limit to the uses of this powerful device.

Good is an online “magazine for global citizens.” When you visit you will find powerful infographics that utilize multiple visual strategies.

The “Who is Paying for President,” infographic masters color and dimension providing an easily readable and navigable experience.

This link to the “Your Daily Dose of Water,” will take you on an educational experience that incorporates movement.

http://awesome.good.is/transparency/web/1204/your-daily-dose-of-water/flash.html

Good host infographic from many creative sources. “The Wide World of Coffee: How to Make Every Coffee Drink You Ever Wanted,” delivers with a graphics-enhanced chart from the talent at Fastcodesign.com. Compresensive information for the coffee fan that may be missing only one coffee drink preparation i.e. the cafe’ granita. Delivered in a fun-to-read pop chart format.

http://www.fastcodesign.com/1670599/infographic-how-to-make-every-coffee-drink-you-ever-wanted#3

When wielded conscientiously, today’s infographic is the marketer’s strongest content tool. An infographic has a unique opportunity to excite and delight.

Cat fan or not, I challenge you to not experience delight at the following infographic which offers an analysis of social media phenoms entitled, “Grumpy Cat and ‘lil Bub Meet.”

 

Graphic novels are different from a comic book, they offer quickly developing story lines with a different artistry offering through images.

The motion infographic device is a perfect pairing for this graphic novel.

 

http://www.buildingcontent.highercontent.com