How to Overcome Content Crisis in Experiential Marketing

Among the three main pillars that build Authentic human experiences, Content that speaks to customers; particular needs, wants, and aspirations stand out as the most important. We explore how to deploy it more effectively in your EM campaigns.

Photo credit: Guilherme-stecanella

The other two pillars, intelligence that points out your customers plus what they care about, as well as the ability to connect with customers on all the channels - Web, mobile, email, voice- where they engage with you, all team up to achieve the key goal.

Without the right content, it's impossible to speak to what your customers really care about. Having a content crisis is a major challenge. The first step to solving any content crisis is to build a content supply chain that allows you to follow a clear, structured process that breaks down the content lifecycle into tangible steps. Also, acknowledge the omnichannel nature of content so that rather than just building content designed for a website, or a specific email, or a mobile app, you create rough content assets that can be assembled to create personalized experiences in any channel.

Try to also Connect the entire marketing organization with workflows that provide full visibility into what content is being created and where it is in the process to connect it to your systems for customer intelligence and experience delivery.

Doing that will enable you to manage content as a connected lifecycle that flows seamlessly from creation to delivery—nurturing your customers toward a purchase or other goal—and finally to performance measurement so you can continually optimize the content you create and how you deliver experiences to each customer.

And as your content programs become more sophisticated, you can begin to leverage artificial intelligence to automate routine tasks. And that will free up time and resources to add the human touch that comes from genuine understanding.

When you get this step right, you will have turned a crisis into a competitive advantage.

To help pave the way, it's important to treat the many elements of the content

lifecycle—and the many tasks and processes that lie within them—like the components of a well-tuned engine. It is vital to note that in the emerging normal. experiential marketing is

becoming more about content creation. Experiential marketing starts from a narrative. Events marketing, on the other hand, focuses on a one-time, snapshot event - which takes place in a pre-defined period in time making room for one-way communication.

Typically, at events, you’ll find that a brand is speaking directly to the consumer with their marketing message and, in all of this, the consumer doesn’t get the chance to respond.

Experiential marketing, meanwhile, focuses on an intrinsic, authentic narrative that builds opportunities for the customer and the brand to come together, and engage in conversation. Ultimately, forming a strong relationship, leading to that which every brand is after: content.

In event marketing and experiential marketing in sub-Sahara Africa – where everything had revolved majorly eventing, and creating experiences was physical – we have now suddenly shifted to a point where anyone could experience anything and everything online. But true luxury, value and innovation in experiential marketing lies in being able to merge the digital world and the physical world. And right in the middle of that, sits content creation.“The digital world, ironically, has made live experiences more interesting. Content creation – whether it be in the form of audiovisual content, social media content, web content, photographic content –combine and merge to allow the experience to be lived beyond time and place.

Contrary to other forms of marketing, experiential marketing provides immediate feedback when executed correctly. Consumers can interact with the brand, product or service tangibly and immediately – allowing the content generated to be authentic and live. The African continent, specifically, has connected consumers who are eager and willing to engage and provide feedback, with a growing smartphone penetration exceeding 41.6%.  Brands that successfully integrate digital elements into their event experiences within Nigeria and the continent will not only see their bottom-line profits grow, but they’ll also see their consumer retention rates increase and provide content that can be used to further grow the brand.

Knowledge is power, which is why collecting and analysing consumer data has become a top priority for most brands and businesses. CEOs need insights to steer the direction of their companies. The marketing team needs insights about consumers to know where and how to reach them most effectively. And R&D product developers need insights to know which products appeal most to consumers and how to produce them. Experiential marketing allows us to gather real-time data for brands. When we're able to gather key insights on customer behaviours as well as behaviours of potential customers, and with content