Mark Schaefer’s brilliant Content Shock: Why Content Marketing Is Not A Sustainable Solution explains what every content marketer knows – there is too much content chasing too little attention. I wrote a detailed response to content curation as one possible solution on Scenttrail marketing. This post details why and how crowdfunding can become a new marketing channel much like email marketing is now providing sustainable benefits long after content marketing’s benefits dull.
Crowdfunding As Content
We know crowdfunding is creating powerful content marketing platforms: Kickstarter (PR7), IndieGoGo (PR7), Razoo (PR6) and Crowdrise (PR6) because there are inherent “Google SEO Benefits” to crowdfunding as content including:
- Content is inherently viral – “crazy guy in the basement” curiosity factor.
- Content is User Generated so CHEAP if properly gamified.
- Platforms benefit from social nets of those sharing campaigns or “projects” in Kickstarter lingo.
- Platforms become powerful “commons” soaking in social benefits from entrepreneurs and dreamers.
- Content is inherently social with 75% funding coming from entrepreneur’s own social nets.
- Content is CHEAP – shared in hopes of being funded.
- Content is easy to gamify and push to mobile devices.
THEIR content is more valuable in “New SEO” than almost anything YOUR team can write. THEIR content brings the social shares, advocacy and support all content marketers need to survive Schaefer’s “Content Shock”. Crowdfunding THEIR content makes for great PageRank and Public Relations (buzz worthy). Crowdfunding User Generated Content also creates an insatiable curiosity.
“What happened while I was away?”
If your content can pose the, “What happen while I was away” question strong enough daily visitation becomes a reality. The most valuable visit to your website is always someone’s 2nd or 3rd visit since those visits begin to depreciate the cost of acquisition. Another reason content marketing isn’t sustainable by itself is content marketing doesn’t create a big enough reward on each new visit.
Huffington Post is an exception to the “no big enough reward” problem. Why? Because Huffington post is a vast army of writers, reporters, content marketers and creators all contributing into an ever expanding NOW. With almost 2M pages in Google HuffPost illustrates the power of multi-author, multi-thread blogs. Blogs that fish the culture looking for the elusive breaking schools of tuna and something I wrote about in Why There Is A Curatti.com In Your Future.
Why spend $100K+ to create a multi-author, multi-thread blog complete with algorithms to check what should go where when you can hand the keys over to your crowd and ask for help for a fraction of those costs? Why create a perpetual motion content engine that requires more stoking as it scales when crowdfunding provides just the opposite – less and less energy as it scales?
Crowdfunding As Marketing Channel
The mechanics of crowdfunding are simple. You need:
- Content pages.
- Thermometers keyed off whatever currency is being raised as feedback loops and to organize algorithms and create competition.
- A way to easily contribute (money and social shares).
What is stopping you from “crowdfunding” your next vacation? Nothing and you could do so from your blog or other social nets. Platforms such as Kickstarter.com have some Darwin-advantages such as legitimacy, appearance of “approval” no matter how loose, easily able to compare campaigns across certain criteria such as geography (something Ethan Molick’s Dynamics of Crowdfunding Study (2013) showed impacted campaign success).
There is nothing magical about Kickstarter.com as the high pageranks of even the lesser known platforms prove. The nature of a User Generated Content platform is it is HIGH in things Google loves and low in costs. Given the ease of creation why haven’t large B2C and B2B companies added crowdfunding as a marketing channel? The answer may be because no one thinks of crowdfunding as “new email marketing”.
“New email marketing” is a great way to describe crowdfunding. Crowdfunding will become a new “low cost, high return” marketing channel much like email marketing with some key differences such as: