According to the CMI’s 2016 survey, 88% of B2B marketers use content marketing and 75% of them are planning to increase the amount of content they create. It means that getting results is becoming increasingly difficult.
The production of content continues to increase exponentially. And while technology does give us the capacity to consume increasing amounts of content, there is a limit. We are only human after all. Content production is dramatically swamping the ability of people to consume it, and it’s getting worse.
Quantity as a strategy no longer works. Creativity and quality are now must-haves. Enter Pepper Group’s Novelty Multiplier™. It’s the boost that creativity delivers. It can be the novelty of the delivery method, format or the distribution channel. A Novelty Multiplier is something that’s so cool, it often gets a “Hey Joe!” reaction, as in “Hey Joe, come here and look at this!”
Novelty and newness attract attention. Aren’t you more likely to engage with something that you’ve never seen before? Or something delivered in a really unique and interesting way? Or a different and new approach to conventional wisdom?
For example, rather than a standard video, we created an interactive one. A recent infographic was dynamic vs. static. We used red-lens glasses to deliver a message in a unique and memorable way. And we’re applying technology in new ways, before anyone else. All of these drive higher levels of engagement and results.
The saying used to be Content is King. Not anymore. Today, Content is Critical, but Creativity is King.
Interested in seeing more Novelty Multiplier ideas and creating some amazing results? Let us know.