When we (or anyone in the space) talks about content marketing or delivering content to your audience, there’s an implicit assumption that the vast majority of that content will be served up and consumed on a screen—PC, laptop, tablet, phone. But what about via the Internet of Things?
Okay, you say. I’ve heard of this “Internet of Things” thing. But what the heck is it? David Rose can tell you. See his interview with Jon Stewart on The Daily Show:
David coined the term “enchanted objects” a couple of years back to encapsulate any device that uses technology to communicate with us in a less computer-y way. Need a reminder to take your medication? How about an Internet-enabled cap on the bottle that glows, then beeps, and if you still forget, texts you—or a family member? It’s called GloCaps and it’s been around for 5+ years. Certainly devices from Nest and others fall under this category.
And by the way—it’s all content. Content that is designed to be effective, meet us where we are, seamlessly integrate into our existing lives, encourage action. In a way that feels natural, organic, not techy. And especially not spammy. Which should be the goal of any good content marketer. Delivering content via the appropriate platform or channel is important here.
The more we fit content seamlessly into our audience’s lives, the better it is for everyone. Are my laptop, tablet, and smartphone part of my life? Absolutely. But those are three objects out of the hundreds (or more) I interact with every day. Content beyond-the-screen is something we’re starting to think about, and I am fascinated to see what others are beginning to do out there. A lot of this, I suspect, will initially be translations of traditional content applied to new media (that “media” being objects of all kinds). Yep, we’ll probably be seeing screens on everything for a while. But then the innovations will come. And I think there is a huge opportunity for marketers (and communicators of all kinds) to deliver content that will be appreciated via these enchanted objects.
At the end of the day, of course, it’s about telling a great story, being relevant, being welcomed because your content is desirable. When I chatted with David this morning (via text of course) we talked about the delicious irony that the enchanted object that brought him to Jon Stewart was a book. Printed on paper. Somewhere up there, Gutenberg is smiling.