Discovering Content In 2020 And Beyond

How our relationship with content will change for the new year.

This article is letter (C) of our “Discover Content" series where we write an article for each letter of the phrase. “Discover Content" uncovers how online content is discovered, circulated, and shared. Find links to more articles in the series below.

We’re in the middle of an exciting time of change. Do you know where your marketing efforts will take you in the New Year? Disruptive technologies like big data with machine learning (ML) and deep learning (DL) are allowing content marketers to share access data points analysis and make sense of user intent.

Access to this large data source creates a predictive intelligence future and understanding individual customer preferences. This delivers the data needed to determine content that appeals to the audience.

These developing technologies deliver the predictive experience based content marketing trend of the future. Bleeding edge personalization, compelling content, interactive experiences, short-lived social media all in the IoT world are part of this future where content is delivered with predictive intelligence in an immersive environment.

“Content Marketing” Has Become "Content Experience"

Dynamic targeted content engages and enthralls today’s customers as well as develops audience trust and achieves customer experience or CX goals. Top marketers now focus on creating personalized content to reach the largest targeted audience, at the right time, format, and channels.

Content marketing has become an indefensible part of a successful marketing plan, it is crucial to earn trust, build your brand, generate traffic, and find qualified leads.

Marketers get an enormous amount of data for each second a consumer is engaged with highly visual targeted stories. Now add the ever increasing importance of videos, the content consumers want most, and it all comes down to dynamic engagement.

Short-lived content has added a new wrinkle and is becoming a source the vast majority are using reach new and targeted audiences. Content marketers are using the “fear of missing out” (FOMO), triggered for immediate response from audiences like Snapchat Stories, Facebook & LinkedIn and Instagram Live as well as Spotify. These real time dynamic content channels are gaining popularity allowing customers to see business in action and share content experiences.

Now add smart devices part of our day-to-day lives and this points to over 50% of households owning a voice-enabled device by 2022. So what does this mean for searches, yes by next year over half will be voice-based. Marketers now cannot afford to ignore the importance of voice-optimized content.

Relationships Are More Important Than Ever

The marketing landscape changing so rapidly means the traditional marketing funnels will change into more of an ongoing cycle that encourages continuous engagement instead of transactional relationships.

Now content needs to be ever more engaging including advertisements that are stories attracting the right audience and viewers. Now 92 percent of customers want businesses to make advertisements feel like a story instead of promotion when consumed. All this through a host of channels with videos, immersive environments, social media, data-driven, customer-led mini-ads and storytelling.

To build relationships content needs to be more interactive and innovative to attract an audience in the saturated online world. There is a need to engage audiences within a short time and within this short period of time create a relationship. Continuous engagement, stories instead of advertisements and interactive content are a future that needs to be embraced.

It's Now All About Immersive Technologies And Analytics

Immersive technologies such as virtual and augmented reality have become the norm because of their ability to make the content more engaging. Interactive content is immensely shareable allowing content to go viral and improve brand awareness.

With 5G in most countries this coming year marketers will be able to deliver 5G-compatible interactive content and a deeper content experience. Marketers will be able to engage users in real-time to shorten and speed up the buyers journey.

With B2C and B2B over 80 percent of customers are seeking innovative technology for immersive experiences using interactive content. Many top including IKEA are adopting AR to share content, Adidas recently paired with Snapchat using AR that enables app users to virtually try on running shoes.

With all these technologies and data points machine learning (ML) and deep learning (DL) allow content marketers to share data points and analysis throughout the buyers journey. It is the reason that data analytics is the priority skill for your team and predictive intelligence.

The content marketing experience is now an indispensable element of any firm’s digital marketing strategy. The many content marketing technological breakthroughs and ever-changing customer behavior and expectations make this a critical piece of any successful online markers strategy to stay relevant and gain competitive advantage. Sharing has become ubiquitous with social. Content marketers should be aware of these trends and proactively embrace all of them within any plan to bring new customers into their brand, product or service community.

Word Up:

How content marketing is used, the way it relates to people, and its focus on analytics shows where the industry is headed. Hop on board early to get a head start on success!

sources: techradar socialmediatoday sales30conf forbes, convinceandconvert

This article is letter (C) of our “Discover Content" series where we write an article for each letter of the phrase. “Discover Content" uncovers how online content is discovered, circulated, and shared. Find links to more articles in the series below.

(D) Content Discovery – (D)iscover The Content Your Audience Craves

(I)nfluencers – The Authentic Path To Content Discovery

(S) Discover New, Valuable Content Just Through (S)haring

(C) Discovering (C)ontent In 2020 And Beyond

(O) Content (O)rganization - Get Your Sh** Together For 2020/2021

(V) Discover The (V)alue In Your Content

(E) All The Ways (E)ngagement Is The Gateway To A Better Brand

(R)esults You Can See With Content Curation

(C) Anyone Can (C)urate Content. Yes, We’re Looking At You!

(O) Fantastic (O)pportunities And Where To Find Them

(N) O(N)line Dating – The Evergreen Affiliate Frontier

(T) The Marketing (T)rend is... Cause Marketing!