At the recent Digital Summit Phoenix, Matthew Clyde outlined the latest trends and best practices with four key areas where content marketing is growing up. Here are the key take away insights from the session Matthew delivered.
Today, content marketing is at the center of practically every digital marketing campaign. Infographics, emails, social posts, blogs, and videos; digital marketers have fully bought into the content marketing hype and have sold it to their clients as THE thing to focus on.
But content marketing isn’t living up to its potential. Nine out of 10 businesses are involved with content marketing in some capacity, but only 30% say they’re successful at it.
The solution: content marketing needs to grow up. As Mashable recently put it, “content Marketing has matured & content itself is the fuel that powers the entire modern marketing engine. Brands MUST NOW put content at the center of the holistic customer experience they provide — every channel, every time, every customer.”
Content marketing planning and automation go together like peanut butter and jelly. Marketing automation platforms like Eloqua allow marketers to set objectives, create detailed personas and document the consumer’s journey through the purchase path. The engine of marketing automation is content. When the content addresses pain points and provides real value to the consumer, it can drive consumers from awareness to purchase.
Making a visual impact on the consumer is more important than ever. Ari Kepnes at Content Strategist notes that, “Brands will need to experiment with just about any form of digital storytelling as the competition for attention time only gets fiercer.”
How can marketers make this impact? First, be bold and human; emotions drive action, so if a marketer can make the consumer care, they will naturally share the content. Next, be agile; new technologies like 360 cameras are being rolled out every week so marketers can’t afford to be left behind. Third, be ready; live streaming opportunities like Periscope and Facebook live means everything needs to be thought of as a live event, even if it wasn’t one just a few months ago.
To appeal to the widest audience, content has to involve as many senses as possible. While video has been (and still remains) all the rage, most innovative brands are now experimenting with technology like virtual reality and wearables as well. These pieces of sensory-focused content will drive more engagement and interaction with the brand using the senses to relate with customers on an emotional level.
Data isn’t just how we analyze content marketing, but the data is content itself. A singular piece of data can be repurposed and made into many different pieces of content including blog posts, video pre-roll ads, social media posts, and an infographic. This is not a new approach. Marketers have been using data for decades, but today there is more pressure than ever to extract and deliver clear meaningful data and distribute it to consumers in digestible and engaging ways.
Content marketing is here to stay, and it’s growing up in front of our eyes. Amanda Todorovich, the content marketing director at the Cleveland Clinic sees the future of content marketing as “shifting from simply creating ‘more’ content to serving the ‘right’ content; hyper-relevant content delivered instantly to them wherever they are engaging.” Marketing automation, visualization, sensory technology and data are the driving forces behind the maturing of content marketing.