Because the best marketers deserve great content.
5 key takeaways from Content Marketing World 2018
It’s a bird, it’s a plane, no it’s Content Marketing World! We recently attended the four-day conference in sunny Cleveland, gathering with a large community of marketing professionals and thought leaders to discuss ways to transform the industry. Did you know that Cleveland is the birthplace of Superman? We didn’t either, but what we do know is five trends resulting from the event that will majorly impact the content marketing ecosystem.
Content Marketing = Marketing
“By 2021, the term ‘content marketing’ will be defunct as all marketing content rises to the high-quality expectations of attention-limited audiences.” That’s according to the brilliant minds at Gartner, who would, of course, know. The Gartner Magic Quadrant for Content Marketing Platforms recently made this prediction, and we saw it validated throughout the conference.
So, how do you prepare for what’s next in the world of content? It’s vital that content is helpful, relevant, and related to the person reading, viewing or hearing it. More than twenty years ago, Bill Gates said, “content is king,” and that is truer than ever. The difference between now and then? The demand for content keeps increasing exponentially, but marketing teams’ budgets and resources are growing linearly, resulting in a content bottleneck.
Gartner states that “90% of brands will practice at least one form of marketing personalization, but content will be the bottleneck and cause of failure by 2020.” To avoid this, marketing operations professionals need to optimize operations and capitalize on personalization technology to produce content tailored to different segments, personas and journey stages.
The Experience Economy
As a society, we value experiences over stuff, and when it comes to content it’s no different. Content is where the experience begins, but it’s also the bottleneck for brands looking to create a more impactful and performant experience. When we think about creating a compelling experience for B2B purchases, it’s definitely a challenge. Our CEO Randy Wootton previously posed the question: “How do we create enough content so that we can deliver a compelling experience for each person?”
Enter the promise of personalization. Personalization depends heavily on strategic planning and tactical execution of marketing campaigns; using software to track a structured, measurable strategy for a brand’s most critical moments. The Content Marketing Platform category has arisen to address this challenge and help marketers drive impact with each piece of content at every moment.
Without Trust, You Have Nothing
Stephen King said, “Sooner or later, everything old is new again.” Same with trust. It’s not a new idea, but one that is difficult to execute on, taking years to earn and only seconds to lose. When it comes to growing your brand, you can’t do so without trust, and the trust of your customers is absolutely paramount.
In today’s digital world, we are constantly overflowed with consuming information. Today, there are more devices than there are humans. In fact, U.S. adults now spend an average of 12 hours a day consuming media. So who can you trust for advice? Actual users of the product or service you’re looking for and word of mouth recommendations are increasingly more sought after.
At Percolate, we turn to our customers for inspiration to build the right systems — our goal is to provide a true end-to-end view of their marketing journey. We are fully committed to helping manage the workflow of content, ensuring the content/customer experience is seamless.
Make It Mean Something
Though we’re interacting more than ever through email, text or social media, the number of actual face-to-face meaningful interactions have diminished drastically. This hold true when it comes to content. We need to make the content we’re producing meaningful. Nowadays, content can feel empty; we’re getting small talk instead of deeply memorable conversations.
Did you know only 50% of people say they have meaningful-face-to-face interactions everyday? During her CMWorld keynote session, Kathleen Diamantakis of The New York Times shared why we need to be weary of a potential meaningless epidemic taking over. She explained that if we achieve meaning, we can achieve the vitality of our content, well-being in our lives and satisfaction in what we’re consumer and creating. As marketers, we have a responsibility to produce meaningful content that our customers are consuming everyday.
It’s Not What You Said, It’s How You Said It
The only content that counts is the content that works. Starting with optimization of the content bottleneck, you can create and deliver more impactful content. Throughout the conference, we kept hearing about struggles when it comes to managing the content you’re producing. Once you have personalized, meaningful content, how do you deliver a content experience?
You need a system for managing your assets and your entire content library. Percolate enables you to manage and visualize the entire content lifecycle. Your teams can model their production processes for all types of content, collaborate to drive production forward, and stay up-to-date with content status and deadlines.
At Content Marketing World, we heard loud and clear the biggest content bottleneck for marketing teams comes in the form of coordination, and how to take advantage of the content you already have. As the leading Content Marketing Platform for the enterprise, we’re proud to offer solutions to introduce visibility into the marketing process, improve coordination of work, and effectively build marketing campaigns and content. And in the words of our co-founder and CTO Noah Brier, 2020 is coming fast, get on board or fall behind.