Jon Wuebben’s masterclass – The future of content marketing.
Or the masterclass which puts you ahead your time. Jon is one of the specialists who can easily makes connections between present’s happenings, ways of communication and channels to what will happen in to the future.
First of all, at Jon’s masterclass I’ve hear for the first time about “Prosumer”. What is that? Well, is what we all are today: when producer meet the consumer. We aren’t anymore just simple consumers, we also produce content, posts, pictures, blog articles, checkins, a lot of content. This paradigm changes a lot the way we should look to our communication plan and to our communications strategies. Now is the era of mega engagement and mega connection.
And this is the first step. Pay attention to every change that occur in consumers way of life, communication and engagement.
Then, the second stage contain a step that is usually forgotten.
Let’s see the content circuit:
Very often, we skip the curation step. This is a big sin if we think our content is so good, so precise, so viral that we didn’t need curation, we didn’t need to adapt.
So, pay attention to your marketing and distribution, but don’t forget to curate.
The third step, and not the least, but very important for our masterclass, the Martech Stack. What is that?
Think about a car. It has a collection of parts and technology, but ultimately, its job is to get you from point A to point B.
A martech stack, in this case, is a number of different technologies from a number of different companies that’s meant to attract and retain customers in the most efficient way possible. To combine into a machine, that is, that gets marketers all the way from point A to point B.
In order to understand better, take a look to the next exemple:
We need to keep in our minds 2 conclusions:
- People now buy experiences:
- value of the experience lasts
- doing things makes people happier than having things
- anticipation of an experience vs. anticipation of a purchase
- “-inging” experiences by adding value to goods, by addinf services to the things we buy
- holographic experiences
- Let’s go from the “4P’s” to EPx2
Each component focuses on the relationship you have with your prosumer customers.