Marketers have a lot on their plates. Not only are they tasked with creating effective and compelling content, but they’re also in charge of managing costs and measuring performance along the way. Today, we’ll explore the latter—specifically, the ongoing struggle to prove ROI.
Our recent survey of 500 marketers revealed:
- 60% of business marketers say they’re unable to measure ROI on the content they produce
- 49% are unable to measure content performance across all channels in aggregate
This story was originally published on June 23, 2016 by Learning Solutions Magazine.
A few weeks ago, I was in front of a crowd of learning professionals who face a harsh reality: Their best attempts at employee training and engagement will never be as interesting as “Game of Thrones,” nor as fun as Angry Birds, nor as relevant to me as my Instagram feed. This was not shocking to anyone in the room, but the point was this: In a never-ending battle for employees’ mindshare, we must do better if we’re going to compete with the noise, distraction, and infinite entertainment possibilities made available by today’s technology.
As a speaker at the FocusOn Learning Conference & Expo in Austin, I had the opportunity to talk with training directors, curriculum managers, education specialists, LMS administrators, and every other “doer” that makes the learning industry what it is. On display and under discussion were the newest and most innovative training tools, technologies, and strategies available in the market today. The theme that stood out the most: Using technology in a clever way to accomplish more with less.
By Sam Morrison
Editor’s Note: We are honored to publish this guest blog written by Aardman director and writer Sam Morrison, who shares his candid insights into the making of “Dead Lonely,” a gamified interactive storytelling experience.
In September 2015, Dan Efergan from Aardman’s digital department asked me if I’d be interested in a project they were developing with Rapt Media. My background is animation —I work as a commercials director for Aardman—and writing—I regularly write for preschool shows like “Peppa Pig” and “Hey Duggee,” as well my own short films. But I’m also a gamer, so getting involved in a project that combined the three disciplines was always going to be a yes from me.
Anyone working in digital media today—particularly content marketing—will tell you that creative output is not where the job ends. On the contrary, the way the content performs is just as important as any other part of the process—something that’s been urgently highlighted since the social media boom.
With traditional, more interruptive digital advertising falling by the wayside, more and more strategists are turning to content marketing to bring their brand’s message to the masses. The whole point of such content, of course, is to stand out from the pack, drive deeper engagement, and ultimately convert your audience into a brand-loyal community.
There’s just one problem: An overwhelming number of creatives aren’t linking performance data with content creation, translating to a giant missed opportunity for brands. After all, if you can’t prove content ROI in the end how do you know if it’s really doing its job?
In a recent blog post, “What’s Holding Marketers Back From Investing in Content,” we discussed that marketers are hesitant to invest in content because of the lack of meaningful insights made available to them. We noted that the source of the problem is current content technology investment, which is what we’re going to explore further today.
As interruptive advertising declines and social media continues to surge, content marketing has become a go-to strategy for brands. The pull versus push of content marketing has evolved—putting consumers in an active exploration or “lean forward” mode. As a result, content marketing is fundamentally different than brand or awareness advertising.
The approach to content creation, the definition of personalization, and the technologies invested in to get consumers to further “lean in” and engage must also evolve. We found that content creators say personalization is their biggest challenge, and better content technology is key to driving deeper engagement. However, very few marketing creatives are investing in technology solutions that could deliver better content.’ (more…)
Interactivity is breathing new life into a wide array of industries and sectors, from human resources to entertainment and everything in between. One visionary team is pairing interactivity with animation to involve audiences in storytelling like never before.
Meet Daniel Efergan, Group Creative Director at Aardman, the Oscar award-winning studio known worldwide for bringing us beloved animated characters like “Wallace & Gromit” and “Shaun the Sheep.”
We sat down with Daniel to talk about his newest project, an interactive animated short film called “Dead Lonely” that takes audiences through a compelling zombie love story. The film, which is powered by Rapt Media interactive technology, launched last week.