The “Content Entanglement Factor”: Inform, Engage, Entertain
Posted by heatherrast on February 22nd, 2009Monday, February 23 marks a new stage in my career. It’ll be my first day on the job at a small but promising company called Ovation Interactive. The company is among others on the precipice of content marketing, realizing a focal shift from advertising channel into branded content distribution.
Ovation began eight years ago using its software to enable theatre owners to recognize incremental revenue by selling preshow digital advertising. Ready-made, attentive audiences of somewhat predictable demographics can be a powerful outlet for local advertisers in search of low-cost, creative message distribution channels. Ovation distinguished itself by providing failsafes and mechanisms to track missed spots, eliminating generalized or best-guess makegoods that could cut into theater owners margins. In addition to the software, Ovation also provided the professional creative services necessary to develop the spots. In essence, beyond the initial start-up investment and nominal annual fee, the entire operation was turn-key for theatre owners.
While the theatre business segment has been a strong one, last year Ovation owner Mike Svoboda began to consider the potential application of the software product in different venues where like-minded consumers congregate. So began Ovation’s expansion into the only media outlets thriving today: digital out-of-home.
My contribution will be in several areas: corporate communications and marketing, business strategy, and professional services development. I couldn’t be more excited; I see these areas in a Venn-like diagram with brand development and stewardship at the intersection, in both internal and external (client) capacities.
I anticipate that we’ll be in “explorer” mode in the digital out-of-home (OOH) arena for awhile. Developing a deeper understanding of the players, industry and trade groups, and determining our fit. One of my goals will be to see Ovation steadily rise to hold a respectable thought leadership position–i imagine less concerned with technology innovation and more so with consumer relevancy of the content.
Thanks to some very smart and talented folks I’ve had the pleasure to work with, I’ve long since been a believer in what I call the “content entanglement factor.” While it manifests itself somewhat differently in a Website context, the main principle is very applicable for OOH media: if you hope to effectively reach consumers today, with a goal of influencing their purchase considerations, you must switch from ‘advertising’ mode to ‘content marketing‘ mode. Content marketing is the key to informing consumers, educating them so that they might be equipped to make informed decisions, and packaging your messaging to entertain so that they enjoy the experience.
That’s relevancy+emotional connection, folks. Staples in a recipe for success.
So while the Ovation team has a lot of work in front of them, both internally and externally, I’m incredibly excited about the potential and possibilities that lie before us. Despite the negativity heralded across every trade pub I’m skimming today, I’m feeling like it’s actually a good time to be a marketer. Ingenuity and passion can create lemonade from lemons.
I’m anxious to hear your thoughts: on my move, on digital OOH, on content marketing, on being a marketer today. Please make some time to comment! Thanks!
Tags: Consumers, Content Marketing, Ovation
Congratulations!! It sounds like an awesome opportunity. I hope it leads to great things for you.
Do you think content marketing is important for any and all vendors, or is it one of those strategies better applied to some (in your case, the entertainment market) than others (such as B2B)? At the very least, is it more flexible in a B2C market than in a B2B?
(I am working on helping a client implement a content-based social media strategy; my strength is content, and I’m learning the marketing side of things.)
Thanks! And again congrats!
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heatherrast
Twitter: heatherrast
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February 22nd, 2009 at 4:03 pm
Hey, Christa! Thanks for “reading my junk”
and sharing your thoughts with others.
I think that at minimum, thinking through a content strategy is important for just about every company these days. In my opinion, content strategy is at it’s base, the intentional creation of content (messaging, imagery, widgets, video, etc.) designed to represent your brand in the eyes of your prospects and customers. Sharing and distributing valuable content indicates that the brand wants to enhance the customer’s lives (inform, educate, entertain). In the process of delivering that value, the customer’s perception of the brand can shift and take on new meaning. If that experience is consistent in other brand touchpoints, well then things really start to rock…:-)
While Ovation got it’s start with theater’s, we’re now moving into retail, banks, physician waiting rooms, college lounge areas. The level of ‘inform, educate,entertain’ or the mix will change based on a number of circumstances for sure, but in the end we’ll measure the quality of our content output by the degree in which the content (spots) provide value to the consumer.
I’ll also endeavor to develop a content strategy for Ovation itself. We’ll develop a Web site (what we have now is a very rudimentary placeholder page that does nothing for us) and client communications that share ideas about how to market more effectively, build their brand, and gain share. It will take time and energy, but I firmly believe that content strategy should be considered for B2B channels as well as B2C.
What do you think? Agree? Disagree? Different idea? Take care! H
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Hi Heather – interesting article. I like your “content marketing”. Many brands seem to be trying the “packaging your message to entertain”, but in the process seem to miss the “informing and educating consumers”. Creating funny content is all well and good but if its viewed and distributed simply for being funny and entertaining, it does little lasting good in helping to make informed purchasing decisions in the future.
Congrats on the new job as well!
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heatherrast
Twitter: heatherrast
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February 22nd, 2009 at 1:14 pm
Hi, Mark! So glad you stopped by! I visited your blog, too, and found some good stuff there–looking forward to reading and learning more.
I agree with your sentiment “Creating funny content is all well and good…” and truth be told, some brands do in fact achieve a measure of success (if viral buzz is goal) by going the entertainment route–the key is in their objectives, and defining a content strategy that will incrementally lead the brand to those objectives.
Our clients will range from financial institutions to wireless carriers to hospitals and physician groups, so clearly one single approach won’t be effective for all. But we can work with them to develop different content segments that can collectively fulfill the “inform, educate, entertain” bills specific to the types of tasks or activities their individual customers (or prospects) would want to achieve.
In effect, we’d create content libraries with segments designed to inform (“St. John’s will have a new parent workshop…”), educate (“St. John’s wants to help you understand your cholesterol. Come to our free screening…”) and entertain (“Here’s a sample of the kids allergy quiz you’ll find online at St. John’s website…”). The net effect will reinforce the brand position in the mind of the consumer by sharing message with them that provide value to their lives.
At least, that’s my plan!
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Sounds like an excellent opportunity and strong potential. All the best!
- Casey
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heatherrast
Twitter: heatherrast
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February 22nd, 2009 at 3:50 pm
Hey, Mr. I’ll-build-a-plane-in-my-garage-if-I-want-to, thanks for the support! I’ll keep you in the loop. And if I can ever help you at all, well, just reach out. H
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Hey – good luck with the new gig.
And I agree – I think this is a great time to be a marketer. We are in a very coachable environment – where there are many businesses looking for help. If, as a marketing consultant, you can’t find enough business leaders and entrepreneurs to help and serve in this environment – you should find a new day job…
Keep us posted on the new opportunity!
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heatherrast
Twitter: heatherrast
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February 23rd, 2009 at 9:03 pm
Todd, thank you so very much for the encouragement, both here and on Twitter. I really appreciate it. And you can bank on learning more about the content marketing work we’ll be doing in OOH space, both here and on the corporate blog I plan to start after other things are in place.
Yes, there are a number of barriers and challenges to the point of entry or first discussion between ’sellers’ and ‘buyers.’ I heard quite a bit of feedback today from the sales team trying to gain a foothold with some prospects. But I believe it *can* be done. It’s a matter of deconstructing what’s being done today, identifying what elements are successful (because they’re meaningful, providing value), and driving down to the root issue rather than attempting to address the topical or surface-level problem.
I believe an effective part of our message strategy will be to illustrate the low risk, high return of our product when compared to other media channels. And how our product is stationed to be well-received by consumers b/c of it’s ‘pull’ nature.
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Wow cool gig AND you get to work from home? Hey that’s the way to do it
Congrats Heather!
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heatherrast
Twitter: heatherrast
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February 24th, 2009 at 9:50 pm
(Blushing) It’s a totally way cool gig, my friend! I’m charged up with the opportunity before me…so much work to be done to maximize the potential I know the company has. But it’ll be a team effort, and I’m determined to fire people up and get them committed and connected to the greater good–for the success of us all. (stepping off of podium now)
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Congratulations on the wonderful news Heather. I’m happy for you and have no doubt that you will be successful in your new role.
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heatherrast
Twitter: heatherrast
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February 24th, 2009 at 9:52 pm
It’s a treat to have you stop by, Ken! Thank you for the support. I’ll succeed because I’ll work hard to motivate and inspire the group to succeed…we’ll each have an oar in this canoe and will collectively gain speed and central focus on direction. My thoughts are with you as you tackle your opportunities, too!
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CONGRATULATIONS on the new job Heather!!! Your new employer is VERY fortunate to have access to your many talents!!!
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heatherrast
Twitter: heatherrast
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February 26th, 2009 at 2:30 pm
Aww, shucks…:-) Thanks, Kathy. You always make me feel good. There’s lots of potential here. I’m just going to be one of the wranglers pulling it all together.
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I think you are right – it is a time of opportunity for marketers. I think we will need to be more innovative than ever before to succeed … which works well for creative thinkers. Sounds like you have got yourself a creative thinking role! Congratulations!
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Twitter: heatherrast
Thanks, Gavin. I’m into week 3 now and feeling good about this quasi-emerging media and content marketing opportunity. For this old-school branding and marketing gal, I’m thrilled to have been exposed to more interactive and alternative channels (for reaching consumers) these past couple of years–I know there’s more to come. Continuously reaching/growing will prep me for giving the most to the new company and our clients. Fun stuff ahead. Glad you stopped by! Heather
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