New technology such as automation is set to transform content delivery, but Content Marketing Institute’s Chief Strategy Advisor Robert Rose has warned marketers that they risk overcomplicating certain processes if they go all in on cutting-edge advances without stopping to think why it is actually beneficial.
Rose believes that the proliferation of smart, connected devices has forced many brands to stop thinking about traditional approaches entirely. He recommends considering whether a “dumb solution” might actually be smarter than a technology fix during the next 12 months. Try to pick your battles with tech correctly. You can still mix and match traditional with new tech for the best strategies and campaigns.
Earn stories and then trust
There has been a concerted push for meaningful marketing messages in 2018, but Rose has warned that brands can be seen as “authentic, and still be distrusted”. Audiences may not trust a brand’s efforts to tell stories right off the bat, especially if they have been espousing a strong corporate voice in previous marketing campaigns.
Creating a “separate content brand” is the solution, according to Rose, as it will give marketers the opportunity to engage with audiences and earn trust over time. If you have been struggling to make your stories connect, then try to distance content marketing materials from the corporate side of your business. Once you have done so, you can then work towards aligning marketing goals with those of the wider business.
Break free from habits
Content output can get bogged down by the habits and rituals of familiar keywords and topics and a new year is a great time for a fresh approach, says Rose. He believes that hitting the eject button can lead to better content. “Let’s occasionally and purposely eject ourselves from our regular patterns and set down among the completely unfamiliar. We might be surprised at how good the stories we find there really are.”
If you need inspiration for 2019, then read articles, journals and magazines from other industries, conduct in-depth keyword research on new platforms, and consider topic ideas that are not regularly used in thought leadership pieces by competitors.