Andrew Davis, author of Brandscaping: Unleashing the Power of Partnerships and speaker at Content Marketing World, said that the biggest opportunity for content marketing is developing Moments Of Inspiration (MOI). An MOI uses an implied call to action, which is when users create their own action such as “How can I help?” The example used to illustrate an implied CTA was Caine’s Arcade. If you haven’t heard of this story, I suggest you watch the video and see how it went “from a movie to a movement” of strangers donating to Caine’s college fund without any prompt from the video content.
During Davis’ presentation, an implied CTA made sense for a heartwarming story about the creative capabilities of a young boy. But how would this work for B2B tech marketing? I kept getting stuck as I tried to think of the types of stories from tech companies that would somehow inspire buyers people to purchase products. The only recent example I could think of was the bleak, mildly terrifying, absolutely hypnotizing GE commercial, “Ideas Are Scary.” GE wasn’t selling a specific product; they were pushing their company vision, albeit through a scraggly muppet. It’s too early to tell whether it will be a successful ad for GE in that it inspired people to buy more stock, or a new refrigerator, but it did follow Davis’ words “stop creating campaigns, start making commitments to stories that are bigger than you.”
He also shared four secrets to building stories that work beyond pushing a product.
1- Build suspense. Is there inherent suspense in the story I’m telling?
2- Foster aspiration. What does my audience aspire to do/ to be?
3- Drive empathy. Can I empathize with the characters in my story?
4- Harness emotion. What emotion inspires action as it relates to the product or service that you provide?
If you watch the GE commercial or Caine’s Arcade, it’s pretty clear that both examples have answers for all of the questions. I can’t say the presentation has fully clicked for how it applies to the content marketing that I do. However, I wholeheartedly believe that creating MOI will lead to greater ROI for marketing.
I would really like to hear if there are examples of tech marketing that has fostered a MOI for you!