A marketing expert has shared his top strategies for creating the most engaging, tailored and customer-satisfying content for 2020.
Writing in the online technology magazine TechRound, seasoned marketing pro, Christopher Willis, begins by noting the dramatic evolution of channels and tools available to marketers in the last few years alone.
New technologies have played an enormous part in enabling marketers to produce content that is far more tailored to user habits, preferences and requirements than earlier material.
However, in 2020, some new developments are likely to gain much more traction – and will help create incredibly engaging content in the process.
Firstly, we’ll see the rise of dynamic content strategies that, as Willis puts it, take personalisation one step further.
It’s already being used by savvy content marketers to create a personalised greeting on mass emails.
However, it doesn’t have to be confined to that limited use. It can also be used to fashion tailored web pages to improve user experience on landing pages by aligning very smartly not only with user demographics but also with what they most care about at a specific time.
To use it properly, however, marketers need to make smart use of data – which brings Willis to his second strategy.
Enter, artificial intelligence (AI) – software powered by AI technology uses cutting-edge algorithms that actively ‘learn’ from experience to modify their ‘behaviour’ in the direction of optimal results.
Brands are already deploying this technology to produce improved, highly accurate data not only faster than ever before but also at scale.
AI manages content by keeping it aligned with strategy and guidelines, but it does much more.
It continually analyses data to ensure that content is regularly optimised for search and conversion.
Fears that it will replace human content creators are exaggerated, according to Willis – it will enrich what they’re capable of producing instead.
Finally, Willis maintains that video will continue to be highly relevant in content marketing in the age of the social media generation.
Video has the power to explain things vividly and rapidly to a generation used to getting instant results, but it needs to be used wisely in content marketing and tailored to what you know about your audiences.
