Before you begin crafting your content marketing plan for 2020, there’s one thing you need to think carefully about. How do you go about crafting content that draws people in? Thanks to the Internet and the prevalence of digital content, the ways people consume content have radically changed. Luckily, so have the tools at the disposal of content marketers.
At the Content Marketing World 2019 event, keynote speaker Tamsen Webster held a session titled ‘Getting the Green Light: How to Build content People Say Yes To’. In it, she highlighted how creating engaging content today is an uphill battle because of how much information consumers are inundated with every day. As such, she said, storytellers need to take stock and change how they work
Create an audience-first strategy
For content to go viral, it’s got to resonate with people’s emotions; it rarely ever happens by chance. So how do marketers do this? Firstly, you have to understand your customers. Curate profiles that emphasize the customer journey, listen to customer feedback. And most of all, stop bragging about your field or the company’s awards. Consumers will only pay attention to you if you address their pain points and give them answers for them.
Content delivery needs to be personalized
As the best in the biz will tell you, the old ways of disbursing content have to change. In the 21st century, customers want personalized content. Additionally, you need to move beyond “brand speak” and start using conversational language that resonates with your audience
“As brands try to improve the quality of their content and the ways they engage with their communities, they’ll work harder to represent diverse voices – both in their content and among the team members they hire to create that content,” says Stephanie Stahl, general manager of Content Marketing Institute. “Whether written, visual, audio, or event-oriented, content thrives when it includes fresh, thoughtful, and compelling perspectives that reflect all the different communities they serve.”
Don’t hesitate to leverage AI
Artificial intelligence and machine learning are both a major help for marketers to make sense of all the data they’re getting on customers. With the right kind of applications, it can provide valuable insights into what your audience is looking for, what sort of content they respond to, and even to personalize content for them. In the future, experts even foresee AI becoming so efficient that it’s able to pick out the best strategy to reach a type of consumer based on their profile. Right now though, you at least want to be leveraging the technology to process the data in hand, which will give you valuable insights to understand your customers.
AR and VR are new avenues for storytelling
A new digital landscape also means new digital tools at marketers’ disposal. That means more than just data processing though. Technology like augmented reality and virtual reality will be key elements of storytelling in the years going forward, helping you create content that’s more immersive and engaging. Using AR and VR, you can let your audience step into a narrative and experience it as you envision it, something you need to focus on perfecting in 2020.
Storytelling isn’t just narration, it’s about getting your message across with equal parts visibility and subtlety. The new year for marketers then will be about learning how to manipulate these emerging technologies in the way that best helps their messages reach the public, and in a way that feels authentic.