In PR and marketing, we’re all about using different kinds of media to push the brand message and get the audience involved. We have to skillfully weave videos, print, email and social together in order to paint a larger picture and take the “big idea” to the consumer on the street (or the laptop).
But what if we could present target audience members, investors or even clients with all these different kinds of media in one self-contained, embeddable package? Marketing veteran/entrepreneur Tim Bahr thinks he has found the solution to this challenge with the NextWorks “content capsule”. Here, for example, is his company’s own promotional unit:
The content capsule is NextWorks’s first product, and Bahr told us that it’s “not just about media distribution–it’s also a tool for sales and marketing.” He elaborated further:
“It’s a type of syndication platform that allows clients to take multiple kinds of content and use it for promotional purposes in various settings. Within this capsule is everything someone needs to make a decision about a product.”
Bahr says that when consumers go online to research a product, they “Google, click around and end up landing somewhere else”. The purpose of the content capsule is to:
“…shift the paradigm from trying to ‘create lasting impressions’ with traditional ads to providing valuable content and helping to drive the purchasing decision. We want to move away from the ‘here’s a model with a computer’ model and provide real knowledge to the consumer.”
“Also: everything is on the surface. Users shouldn’t have to go digging deeper into a site to find what they need.”
So how does this tool differ from brand-oriented microsites?
“This is a super-widget, an embeddable unit. We want to make our clients into ‘programmers of heir own media networks,’ and the capsule also includes analytics tools available to clients on the dashboard.”
According to Bahr, this shift is “already happening. Now any company can create and distribute without paying for TV ads–and we’ve created a platform for delivering that kind of content”. The company’s first clients are predominately in the tech, pharmaceutical and consumer goods fields, but he thinks that the content capsule could theoretically be used to promote almost anything.
What do we think? Could PR pros use this tool or would it threaten to do our jobs for us?
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