The Future of Content Marketing – Relevancy and Authenticity

What are the key trends for content marketing in 2018, and what are the main drivers that lead content strategies from data-driven toward customer-driven

The art of selling products and services indirectly, while creating value for the customer – content creation is a crucial part of marketing efforts for 90% of brands[1]. This number doesn’t come as a surprise, considering that we are witnessing a shift from data-driven toward customer-driven marketing. The ultimate goal for marketers has long overcome the simple click – is has become a long-term customer engagement.

However, the market has reached a high level of saturation, as users are no longer interested in classic digital advertising formats but expect a more personalized experience. The content is the ultimate tool that has the power to revolutionize digital marketing.

In 2018 there we witnessed a series of events with strong impact on the content distribution, such as GDPR customer data management launch and the Facebook – Cambridge Analytica scandal. The direct consequences of these events will most certainly be a more human approach in marketing strategies.

Here are our picks of the content marketing trends that provide the most valuable takeaways for the customers.

Content That Promotes Brand Authenticity

Winning the hearts of their customers through authentic visual stories – a strategy that numerous global brands are exploring, in order to bring back trust and establish loyalty. Whether they are telling stories of their employees, of their corporate culture and believes, they are trying to communicate experiences that customers can identify with.

Some of the successful campaigns were the #weaccept by Airbnb and P&G’s #WeSeeEqual campaign, that tackle some of the important social issues such as diversity and gender equality.

Through the visual storytelling of strong corporate responsibility, these brands are showing to their clients that they are engaged in much more than simple product and services offering, but instead actively take stand in burning political issues. Of course, the risk is very high due to the possible backslash by the clients who don’t share the same belief, but the number of brands ready to take this risk is increasing.

The fake news era is taking its toll, and brands have realized that only with straightforward, objective, informative and emphatic approach can reach their customers.


Content Automation powered up by Technology and Creativity

Providing the right answer in the right moment has become an imperative for a successful customer decision journey, a topic we’ve covered in our previous article Customer Journey Evolution – Optimizing the Moments That Matter.

Personalized experience will most likely lead to satisfaction and loyalty, and this is why brands are turning to artificial intelligence and automation in order to optimize the content and deliver it timely. The relevance has become the turning point that can make or break a campaign, leading toward a new threshold – conversational marketing that uses real-time conversations and chatbots to provide the best customer experience.

AI will most certainly become the focus of content marketing strategies, that can help with planning, personalization, promotions and measurements, allowing marketers to focus on the creativity.

We will be exploring this interesting topic in the next months, so be sure to stay tuned.

There are, of course, several other relevant content marketing strategies, that managed to survive, such as emails, blogs, websites and videos, but also new emerging ones, such as audio content, powered up by the rise of voice controlled digital assistants.

All formats and strategies are united by a single concept: relevance. And only by combining knowledge, experience and expertise with right resources, that marketers can understand their customer and deliver high quality and value content, that will engage them, and even make them fall in love with their brand.

In a recent interview with The Telegraph our CEO Riccardo Jelmini talked about how the customer behavior changed in time and what companies need to do in order to respond timely to these new requirements.


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