5 Reasons Why Content Marketing Profits From Technology Trends
Content marketing has dramatically changed the way we brand, write, and think as businesses. We’ve jumped from a world where the publishing elite controlled information to one where someone — anyone — can post an editorial in a matter of minutes. Today, entrepreneurs, media COs, B2B business bloggers, and small startups are all competing for your attention. And so, the tools they use to make their strategies as powerful as possible has paramount roots in modern technology.
Technology Trends Dictate The Marketing Landscape
Content marketing is the glue that yields existing and potential customers to a product. Unlike any other sectors in business, these marketers have the opportunity to sculpt and whittle a viewer’s perspective on any product using a clever combination of text, graphics, and movement; working to veer a passive viewer into a loyal buyer. And though many techniques have come and gone in lieu of the ever-changing consumer persona, at the epicenter of it all is technology – whether it be software, data analysis, or video imagery – that make modern content strategies so powerful and persuasive.
More specifically, it’s the sub-umbrella of technology trends that optimize marketed content. Trends equate to data you can justify, giving you a solid recommendation of what strategies are worth adopting. Investment in paid search, display advertising, social media advertising, online video advertising and email marketing will pace to 46% of all advertising in five years, meaning that automation software, audience insight programs, and social media marketing applications are currently on the rise. In fact, Forbes cites that US digital marketing spend will near $120 billion by 2021, and that CMOs will drive $32.3B in marketing technology.
At the same time, the changing landscape of technology trends mean that techniques which that to be popular are suddenly deemed ineffective. A few years ago, for example, email marketing was a pretty mainstream method of communicating, but then, spamming began to plague our inboxes. Unsolicited ads are now an intrinsic part of consumer society, leaving industries desperate to find new ways in technology to grab their customers’ attention.
Thankfully, as marketing data gets better with enhanced software and intelligence, we can quickly benchmark which technology trends are working, the ones that definitely aren’t, and even predict what’s likely to emerge in the future.
1. Content Marketing Generates Data
Email marketing, social media management and marketing automation are all content-focused, and they’re paving new demands in industry technology to keep up with understanding their audiences. As a user ponders over a new website, they’re quietly – perhaps unknowingly – scrutinizing every aspect and detail of what they see in order to decide if they will continue surfing, or head back to the search engine page result (SERP). Marketing technology helps brands to better understand their audience’s identities, interests, and intents by examining consumer data to forecast better strategies. This ultimately helps them ensure their methods generate strong, attention-grabbing content.
2. Automation Ensures Faster Implementation
Automation is a well-rehearsed subject by now, but it’s talked about for a reason. Automated systems allow businesses to quickly get hold of that all-important audience data, making other processes occur much faster and with much less hassle. Specialized marketing automation software, for example, creates the opportunity to run complex, sophisticated campaigns with less manpower; helping to schedule content, create user lists, and provide reports with far less effort. Now, small and start-up firms can easily reap those multifaceted benefits and start competing with more experienced content creators.
3. The Medium is the Message
In digital marketing, how we present content is almost as important as what the content contains. Coined by the philosopher Marshall McLuhan in the ‘70s, the phrase ‘the medium is the message’ stands truer in technology and content today than perhaps he had realized back then. Today, companies can create compelling videos, graphics, and web portfolios for highly interactive experiences; mixing language with rich imagery to create a wholesome, storytelling experience. A radical example was the New York Times’ ‘SnowFall’ piece in 2012, which constructed a story chapter by chapter using sleek transitions, fuller graphics, and embedded video footage; giving a whole new meaning to long-form digital storytelling. Today, it’s not uncommon to see company websites, emails, blogs, and whitepapers incorporate similar techniques to keep their audiences enthralled with highly immersive digital mediums.
4. Content is Created Through Digital Communities
The best content marketing efforts are the ones that listen to consumer reception. These days, user-generated content outpaces original brand-made content as their consumers posts millions of online reviews, social media posts, and blogs to either deter or encourage others to use the product they’ve just tried out. These reviews are seen by millions of others instantly. In response, brands have found ways to co-create content with their active social users, letting them effectively do the marketing for them. Instagram is a big hit with this one: brands can send out their products to Insta-personalities for them to get excited about, creating a window for their thousands or millions of followers to, hopefully, do the same. Without technology, user-generated content would not be a marketing trend at all.
5. We’re ALL Mobile…
It’s official: mobile has taken over. So what does it mean for content marketing? In short, a wealth of new opportunities to deliver content and convert into sales. Businesses are able to leverage one-to-one marketing by encouraging their customers to download an app quickly and effortlessly. They can also use specialized features like geolocation technology to market products based on where they are. Consequently, by learning about their customers’ buying habits, they’re able to personalize their marketing feeds with customized content, using text, imagery, and videos to suggest what they might purchase next.
With the majority of entrepreneurs embracing the technological revolution, businesses are profiting from new advantages. Marketers now benefit from modern software, automation, and telecommunication techniques to develop unique audience experiences, quickly repositioning their brands to keep up with a rapidly evolving world. As our information and intelligence grows evermore powerful and dynamic, businesses are honing in on innovative new ways to make their content inspiring and immersive, thanks to these remarkable new trends in technology.
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