From content marketing to story-driven content to content-driven experiences. This is a path that Robert and I have been on for many years.
There’s an enormous value that’s delivered when marketers create content-driven experiences – not just for the brand, but for marketers themselves – because they have the potential to change the entire function of marketing within the business.
Content-driven experiences aren’t relegated to capturing attention and getting people in the door. When designed correctly, they’re what create the customer experience, beginning to end. Marketers tend to shy away from this level of responsibility – it’s big, but taking on the lead role in driving customer experiences means that marketers have the opportunity to orchestrate the entire customer journey across all departments, creating and delivering value every step of the way.
And that’s what we believe is the new era of marketing. Which is why we found this whitepaper from Oracle and Constellation Research so interesting.
About Carla Johnson
@CarlaJohnson helps marketers unlock, nurture and strengthen their storytelling muscle so they can create delightful experiences for audiences. She works as a trusted advisor at the highest level of blue-chip brands to establish open conversations and instill creative confidence that develops highly prized teams and stellar business results. Her book with Robert Rose – Experiences: The 7th Era of Marketing – is available on Amazon. Dig deeper at Type A Communications.