Princeton, N.J.-based NextWorks just released version 2.0 of its Content Capsule — a product it markets as a portable website that can replace" more expensive and more time-intensive static websites," while also providing digital advertising and content marketing solutions.
This version includes integration with programmatic ad platforms, fully responsive HTML5 layouts, increased speed-to-market and enhanced analytics, the company said.
NextWorks CEO Tim Bahr claims the enhancements allow marketers to create "one highly engaging content experience" that can serve as a website as well as be deployed, monitored and updated across all digital channels including programmatic advertising platforms. The technology enables entire website experiences to be embedded wherever a target audience needs information online by simply copying-and-pasting an embed code, he explained.
Additionally, all Capsules in distribution can be simultaneously updated with new content across all channels in direct response to audience interactions. This allows marketers to quickly respond to online interactions and maintain content relevance.
While traditional websites are built and maintained at one static URL, Content Capsules can be embedded in unlimited locations with a copy and paste of a code. "It’s just like embedding a YouTube video but now you can embed a complete microsite experience,” Bahr told CMSWire. He called the Capsules "a new and unique solution" without direct competition.
Content Capsule Version 2.0
In the latest version, NextWorks said it enabled Content Capsues to load faster by moving to Amazon Web Services content delivery network. It has also moved to a responsive HTML 5 structure for optimized viewing in any embed locations or device and enhanced data collection to provide clients with more metrics. In addition, Content Capsules are now able to be served via programatic buying platforms.
As a result of these changes, Bahr claims that the use of Content Capsule is resulting in an average time per visit of more than five minutes. He also points out that every interaction with every piece of content is tracked in an analytics dashboard.
The new release tackles what Bahr called a much wider problem in the content marketing space. While digital marketing budgets are growing, the digital avenues to the market place are getting smaller.
“The percentage of the marketing budget being dedicated to digital is getting larger but the avenues to reach an audience are actually getting smaller. Less and less people are clicking on traditional display ads and paid search ads. Everyone is looking for a more contextual and authentic way to reach their audiences. The old model of driving people to traditional static websites is not working,” he said.
“The Capsule replaces the static website with a fully portable and responsive experience that can be placed on websites, channel partner sites, blogs and paid media channels.”
Bahr believes the need for content marketing tools will grow as customer online journeys get more and more fragmented across digital channels.
“The need for brands to get their complete story in multiply locations is only getting greater. In the near-term, we see the Capsule replacing traditional campaign microsites while providing unique content marketing solutions,” Bahr said.
“Long term, we believe the Capsule can help create a more engaging form of digital advertising that allows marketers to place relevant and highly informative content - that actually helps people make buying decisions — at all points along the online consumer journey.”
The company is currently looking at AdTech and disrupting that space with better content delivery, he said. It also plans to expand its capabilities in programmatic advertising.