Beyond the Golden Age of Content Marketing

Beyond the Golden Age of Content Marketing

We’re living in the Golden Age of content marketing. What was once a stealth tactic that select brands were adopting a few years ago has grown into a full blown heyday with everyone from American Express to Red Bull extolling the virtues of content marketing. And with good reason! Content marketing remains one of the most authentic, useful ways for brands to reach their consumers.

Contently Summit

Searchshots recently attend the Contently Summit on Content Marketing in New York. Over 200 brands, agencies and journalists came together to discuss trends, changes and the new frontiers in content marketing. What struck us was that while branded content has become a widely accepted practice, content marketing still faces an uphill climb to prove out its reach, ROI and secure its place as an effective marketing tactic.

While content marketing is experiencing its boon, it will be interesting to see what the next few years in the field bring in the way of legitimacy, advanced metrics and saturation. Contently Summit bought some common themes to the surface and gave us an idea of where content marketing can (and may) go after its Golden Age.

1.Content Marketing is Evolving, but Truth is Still Key

Content Marketing is a growing field and while there have been many footholds and advances with native advertising and user generated content, the basic tenets still apply: truth, transparency and authenticity. Brands and publishers must strike a balance between what native looks like while making sure that the consumer is not confused. Meghan K. Graham, VP of Women’s Content at DEFY Media, said at the summit “In working with influencers, brands must strike a balance to get great, authentic content created.”

Brands should also continue to be strategic in the content they are creating. Jeff Jarvis, J-School professor, said brands shouldn’t make stuff just to make stuff and that while creating branded content is okay it should be transparent and clear that the content is sponsored. “If you have to have a link that says, ‘What is this?’ then you’re doing it wrong.”

2. Metrics Matter & They Will Get More Sophisticated

Measuring the success of content marketing campaigns has always been widely debated. What some brands measure as success, others see as just scratching the surface. Buzzfeed Data Scientist, Ky Harlin said companies should “measure everything, assume nothing.” Data should be aggregated around a number of consumer touch points and be qualified to ensure that it is accurate and actionable.

Aniq Rahman, President of Analytics company Moat, mentioned thinking outside the box as far as metrics are concerned. Things like scroll velocity, propensity for content to be shared and view-ability should be used more in efforts to prove the value of content.

3. Quality Content Means Giving Readers What They Need

Content is only as effective as the people that consume it. If your readers and potential customers are not interested in what you’re creating than it’s not effective content marketing. Getting an audience (and keeping them) is a difficult task but when you focus on retention with quality content and targeted messaging, it can be a seamless process.

Alexis Anderson, Director of Marketing at PureWow, said that “growth is not a hack” and that email marketing is key to their retention. Also getting to know your readers, their wants and needs through data analytics is key. Fashion site Refinery29.com has blog dedicated to data intelligence and how it influences their content creation and partnerships.

4. Look Internal for Great Storytelling Opportunities

While the common practice is to tell stories for customers and potential customers, several brands are telling their internal story. Microsoft and American Express OPEN have both employed Chief Storytelling Officers to craft and promote the company story and voice.

Ben Tamblyn, Manager of Storytelling at Microsoft said his job is to change the perception around Microsoft and to tell the stories of the thousands of employees doing amazing work. Content marketing is extending beyond external communication and branching into internal. It’s taking the place of traditional PR and leveraging tactics to tell more robust brand stories.

Content marketing is having it’s moment but in order for it to grow as an actionable and qualified marketing practice, content (and the industry) will have to take analytics deeper and make content more actionable for consumers. From the looks of all the amazing content, brand partnerships and data that is being generated, content marketing is poised to live well beyond its Golden Age.