Book Talk: Three Content Marketing Concepts for the Future from “Experiences”

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What can you learn from Robert Rose’s and Carla Johnson’s “Experiences” when it comes to eCommerce content marketing?

I recently read Experiences by Robert Rose and Carla Johnson.

This book takes the view that in the future, marketing will go into a new phase called, you guessed it, “experiences”.

The first six eras have already passed (or are still happening):

1. The Trade Era (1850s – 1900s)
2. The Production Ear (1900s – 1920s)
3. The Sales Era (1920s – 1940s)
4. The Marketing Department Era (1940s – 1960s)
5. The Marketing Company Era (1960s – 1990s)
6. The Relationship Era (1990s – 2015)
7. The Experiences Era (2015 – ????)

The new era of “experiences” basically goes like this: If you provide your customers with a good experience, it will delight them and enhance your brand. In turn, this will help you grow your business.

Anyway, here three concepts you can learn from this book, in regards to the future of your eCommerce content marketing efforts:

1. Content Channels Change Over Time – So be Flexible

Providing a delightful experience is about your content itself, as opposed to where you post it. 

Let’s face it – you don’t own your content channels.

You can’t consider a single channel as “permanent”, because it could become defunct at any time. Or change – just recently, Twitter removed their “share” count on their share button.

Just imagine it like this – Hypothetically, Youtube could shut down their channel tomorrow, rendering your Youtube content strategy worthless. What would you do?

The solution?

Focus on your content FIRST, and then your channel.

Organise your content strategy so that you’re able to jump on a new channel straight away, or cancel a channel that isn’t working.

2. Provide Fewer Experiences – But Make them More Powerful

It’s easier to delight your customers if you don’t wear yourself too thin.

You can’t be everywhere at once.

Not only are your resources too limited, but it cheapens the experience itself.

Think of it like this – The fewer “experiences” you provide, the more time and resources you can put towards improving and optimising each experience.

So simplify things.

Focus on using fewer channels to tell your brand story, and this will make your brand experience better and more memorable.

I’ll end this part with a cliche: It’s all about quality over quantity.

3. Content Marketing is not a “Campaign” – It’s Permanent

Make it a permanent part of your eCommerce business to give your customers delightful experiences through content.

Content marketing is not something you undertake, and then “complete”. Or “set and forget”.

It’s a whole new way of doing things, where you get your whole company on board, and where you continue to delight and engage your customers with content and experiences.

When you implement content marketing into your eCommerce business it’s here to stay.

Caveat – There are Still Many Things We Don’t Know

This book doesn’t claim to have all the answers, but it gives you a good point for further research. As more research is done on “experiences”, we will know more about what the best content marketing practices are.

Conclusion

These were just some of the things you can learn from Experiences by Robert Rose and Carla Johnson. There is a lot more to learn, and each one of the concepts discussed in this article is explained in further detail in the book.

But what it comes down to is this:

Content marketing is all about providing your customers with good experiences – both your potential customers and your current customers.

What delightful experiences do you provide for your customers?

Have you read Experiences by Robert Rose and Carla Johnson? What did you learn?

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