Tim Bahr is CEO of NextWorks, which recently launched the Content Capsule interactive content marketing platform. Business Wire and NextWorks have partnered to create the Business Wire News Capsule and Picture Capsule, two new products that will turn press releases into self-contained, integrated content marketing tools. Business Wire and NextWorks are demonstrating the Content Capsule platform at Content Marketing World in Cleveland, September 10 through 12.
Tim answered some questions for us about the growth of content marketing and how these new products help marketers achieve their goals.
Why do you think marketers are showing such strong interest in content marketing?
Smart marketers realize that consumers are not interested in ads and promotional material; especially when they are online or on mobile devices. A .01% click-through rate on display ads pretty much tells that story. Online and mobile consumers, who are in a buying mode, are most often seeking information to help them make a buying decision. Marketers now recognize this as a huge opportunity to provide valuable and relevant information on their products and services that can help people buy their products. That’s exactly why content marketing is the top priority for most marketers today, and why many believe it will be the most important area of marketing in the future.
What do you think of the trend toward content marketing?
I think the move toward content marketing is a very significant advance in marketing and the entire business/customer relationship. We are finally starting to recognize the intelligence of our audiences. We can’t just talk at them anymore with promotional messages that they have not requested and have no interest in. They can just simply turn those messages off.
To successfully deliver a message to an audience in the digital world, where the user controls the receipt of messages, the message must be informative, relevant and provide value. That outcome of this new means of communicating will be greater engagement and stronger customer relationships.
What do you think is key to successfully delivering content to an audience?
First, you should know what the audience wants. Today’s social media analytics can give you those insights. Then you need a distribution platform that can deliver content to the audience wherever and whenever that want to receive it in an engaging and interactive manner. Finally, you must be able to monitor all interactions with the content so you have metrics that can help you continually update and alter content to meet the specific needs of your audience and ensure you remain timely and relevant.
How does the Content Capsule platform deliver this type of audience engagement and measurement?
The capsule platform is an interactive canvas that allows marketers to tell complete stories with videos, images, presentations, links and transactions in one self-contained, branded and highly sharable unit. An audience can be taken on a journey from assessment through engagement to conversion without ever leaving a company’s content. Capsules allow marketers to easily launch content campaigns across owned, earned, shared and paid media on all devices. And, because every piece of content within a capsule is monitored and measured, a marketer can respond in real time to audience interactions and update content while a capsule is in distribution. When content is updated, capsules embedded and shared across the digital ecosystem all update. This creates an opportunity for ongoing programming of relevant content to multiple audiences across all platforms.
If you’re at Content Marketing World, stop by booth #4 in the exhibit hall to meet Tim and learn more about Content Capsules.