Top 5 Trends for Global Content Marketing

Top 5 Trends for Global Content Marketing

Here are the key trends that are shaping global content marketing strategies in 2018. Some of these have been buzzwords for a while but this is the year when marketing teams are starting to make sense of them and grasp their full potential.

Data-driven marketing

Marketing departments used to make strategic decisions based on what they thought were the best options, or based on what they have been doing until now. In other words, based on gut feeling. But this is not acceptable anymore. Today, marketing departments should be able to gather the data from their digital marketing assets, analyze it, then use these insights to make more informed marketing decisions. By doing that, you will understand how your audience behaves, and design strategies across the entire client journey to deliver a fantastic customer experience.

Forrester reports that 74% of firms say they want to be data-driven, but only 29% are actually successful at connecting analytics to action.

Predictive analytics

While data-driven marketing is about gathering and interpreting current data, predictive analytics is about using technology to predict which marketing actions are more likely to succeed. Based on that marketers can make decisions about who to engage, so as to build better content and campaigns.

Marketing automation

Marketing automation is about using software to nurture your prospects with personalized content across the entire life cycle, to convert prospects into customers, and turn customers into evangelists of your brand.

But this is certainly not an easy job. Marketing teams are trying to grasp the full potential of the very sophisticated marketing automation tools that they have in place, but very few are getting it right. Many are using these tools to nurture leads that have not been qualified in the first place, instead of using them to generate inbound leads and nurture them through the full cycle.

Video marketing and augmented (AR) and virtual reality (VR)

The importance of video content to engage with your audience in digital channels is old news. Today augmented and virtual reality is taking over the conversation.

This is about using video to provide a tailored and interactive experience to your customers. This is becoming increasingly important when you are communicating with young, digital-savvy, customers who are used to using the latest technology to communicate with others. They don’t expect anything less than a fully personalized experience.

Although this trend is still a mystery for many marketing teams, some companies are leading the way and finding creative ways to use AR and VR to connect with their customers and increase engagement.

Ikea Augmented reality furniture app, Snapchat 3D World Lenses or Volvo XC90 Test Drive app are clear examples of this.

People first

With technology accelerating so quickly, people need a human touch more than ever.

The brands that have managed to stand out and differentiate themselves from the competition are the ones that are able to connect with their audience on an emotional level and deliver personalized experiences.

That was true yesterday, and it will be even more important tomorrow. As explained in Digiday’s article, values like authenticity, honesty, and transparency are becoming more important for customers worldwide.

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By Alicia Camacho