Content + Software = Branded Experience
Hillel Cooperman knows a thing or two about software. After all, he formerly directed the Windows user interface team at Microsoft.
During last month's Custom Content Conference in Miami, Cooperman spoke about what he sees as the next generation of online brand advertising: the Branded Software Experience. His main point:
Software and content are becoming so intertwined,
there's no longer much point in drawing any distinction.
"The line between content and software is no longer relevant," Cooperman said. "Branded software is already the new branded content. Brands will be in the software business."
Indeed, a broader takeaway to be drawn from Cooperman's comments is this: Content is more than articles. More than Web copy. More than words.
For the record, a working definition of content that we use here at Hanley Wood Marketing (one that's served us and our clients fairly well for a few years now) is this:
Value-adding information, interactions and experiences
by which brands engage and build affinity
with the audiences vital to their success.
Picture content as encompassing -- but also going well beyond -- words and articles, and suddenly all sorts of possibilities emerge for adding value and sparking engagement.
Cooperman cited as a prime example of software/content convergence Nike+. If you haven't seen or heard of it, Nike+ is, well, I'm not sure there's a label for it. Yet. Let's call it a product-software-lifestyle mashup developed expressly for a target audience. In this case, runners.
Here's another example: A few years back, HWM had as a client a heavy-equipment manufacturer. This client had done extensive research on how its machines compared with competitors' on more than 40 performance factors of relevance to buyers and end users.
Unfortunately, that data sat in a three-ring binder at headquarters. Then, one day, the client asked us if there were a way to get the data into the hands of dealers. There was. We developed a piece of custom software -- a competitive-sell configurator -- that empowered dealers to instantly generate detailed, side-by-side performance comparisons among competing front-end loaders. Suddenly, they had a powerful new way to engage potential buyers in strategic sales conversations.
It's these sorts of tools, not only white papers and webinars, that are defining the edge of innovation in branded content. Widgets. Generators, Configurators. Calculators that let customers, prospects or stakeholders accomplish real work, or real lifestyle fulfillment.
Where in your business is there a junction where value-adding content and software can powerfully converge? On your Web site? An in-store kiosk? In the hands of the sales force? On your employee intranet?
When you find it, and make it happen, stand back: That explosion you're about to hear is a value-adding branded experience.
Got a favorite example of a content-software convergence that's driving your business? Your comments and case examples are welcomed.
Photo credit: Custom Publishing Council
