It’s an exciting time for content marketing. Though companies today suffer from failing distribution strategies and what some are calling “content shock,” these challenges aren’t without solutions. I believe that the solution is conversational marketing.
Everyone is trying to do a better job content marketing, which often means that more and more content is being produced. Try typing “whitepaper” into your browser search bar and look at how many results you get (hint: it’s akin to the population of Los Angeles). Nobody has time to read all those whitepapers!
Watching the content shock debate has made one thing clear to me: businesses can no longer afford to put out content in the convenient, traditional ways. I don’t mean to disrespect the whitepaper; it has its place. But in a social, web-based, interactive world, static content will garner less attention than it has in the past. Now more than ever, the global consumer is looking for something new, efficient and engaging.
I believe what they are looking for is interactive video, and it’s here! It’s ready for prime time. Influencers are starting to utilize the medium; for example, one of the latest engajers is with Will Ferrell helping Cancer For College. You can view it here.
Interactive video may be new to many, but being used by celebrities is a step toward the mainstream, and interactive video will soon be as well-recognized as television. TV itself was quite obscure until celebrities like presidential candidates began adopting video communications. With that, the TV revolution began. TV had JFK, Twitter had Ashton Kutcher, and interactive video will have its influencers as well.
Within the next five years, this form of interactive communication will not only be interactive and conversational, but also intelligent. Just as we are in intelligent conversations with one another on a daily basis, these video conversations will be driven by intelligence as well. You do not have to look farther than Siri to know that machine learning and artificial intelligence has advanced rapidly in the last few years. The advances in this field, combined with smarter information on consumer behavior, will enable us to create more intelligent responses based on what we know about our customers and how they are engaging with our messages.
Now is the time to embrace interactive video as a significant element to your overall conversational marketing plan. From rising above the noise of content marketing, to the desire to deeply understand our customers, interactive video is the future of conversational marketing.By