David Reimherr, CEO of Magnificent Marketing, recently sat down with Marketing Insider Group CEO Michael Brenner to talk about the current state of content marketing, what we can expect in 2017, and what the future of the industry looks like.
Current State of Content Marketing
The current state of modern content marketing is strong. Most companies are beginning to realize the importance of creating content that is both helpful and relevant.
Looking back at the early days of modern content marketing, the struggles were evident:
Much has changed since then, and marketers have a better understanding of how to distribute content and where social media fits in when it comes to reaching an audience.
Paid, Owned, and Earned
A significant amount of investment is going into owned content platforms, and for even the largest consumer brands, all marketing needs to be measurable, including:
Current Marketing Challenges
Brands, companies, and marketers face two main challenges in their content efforts. The first is the natural instinct of the business, the desire one has to promote his or her efforts. Leaders love their brand and want to promote, but those tactics are often the ones customers tend to tune out. The second challenge lies in the campaign base mentality. Content marketing requires a commitment, and even a small, consistent investment over time can produce a compounding rate of return.
In addition to these challenges, marketers must decide how to approach the risk of over-saturation and opportunities for improvement.
Trends for the Future of Content Marketing
Specialization: Each brand will need to find a way to specialize in their niche and become uniquely valuable. Rather than asking, “What are we the best at?”, the focus should be on how the audience can best hold onto the value being offered.
Visualization: Content marketers cannot underestimate how complex their audience is, which should translate to increased production of better content. Up to 99% of the content the current generation interacts with is visual, and marketers should respond.
Personalization: Making a brand truly unique and valuable to an audience occurs in the delivery of highly personalized content. The three main ways we discover content – search, social, and email – are important to keep in mind when implementing personalization.
Marketing Automation in Content Marketing
Marketing automation forces marketers to think about their buyers across the journey and put them at the center while gaining an understanding of the gaps that exist in content. These tools enable us to nurture customers and offer the right content that is going to encourage them along to the next stage.
While Brenner predicts the death of ads and a shift in how marketers spend their dollars, one truth remains: content marketing continues to be an ever-evolving, challenging industry full of potential and growth.