In the world of digital marketing, we are familiar with the term content marketing. A marketing strategy where we create and distribute content that appeals to the right audience according to the objectives to be achieved
The goal here can be to introduce your product ( awareness ), build a good relationship with potential customers ( engagement ), encourage potential customers to make a purchase (conversion), or invite your loyal customers to recommend your product to others (advocacy). This is what digital marketing agencies do .
Currently the content is increasingly diverse, both in the form of articles, infographics, creative videos , and audio. This marketing strategy in the form of content marketing is not new to us. However, the following technological innovations are able to change the content marketing system this year. What are the technology trends? Here are some reviews as summarized
Artificial intelligence
You must have seen scenes in robot movies that act like humans, for example Jarvis in Ironman or the Matrix. That is the picture of Artificial Intelligence (AI) technology which has recently become a hot topic of discussion. How not, many technology companies are starting to develop this technology such as Apple with its SIRI, IBM with its Watson, and Google DeepMind with its WaveNet.
In the field of content marketing, AI can be used to understand audience patterns better so that the content created can be more relevant. Not only that, AI also provides insight into the right content for the keywords you are targeting. Relevant content search, and content distribution can also be done automatically thanks to Artificial Intelligence technology .
IoT
Currently, devices that are connected to the internet are not only laptops, PCs, or smartphones . Many electronic devices are starting to connect and communicate with each other via the internet. This is where the term Internet of Things (IoT) comes from.
The challenge for content marketers is to create content tailored to these devices. Starting from content that informs events based on area, realtime data , and so on.
Virtual Reality
Since the last few years, Virtual Reality technology has become a trend. Virtual Reality technology is a technology that can bring us to the virtual world through certain devices. The sophistication that can be presented by VR technology can certainly be used by content marketers to develop visual content. This of course will add to its own experience for the target audience .
Augmented Reality
Are you a fan of the Pokemon Go game? Yes, the game which was officially released in 2016 is an implementation of augmented reality technology . Unlike VR technology, augmented reality actually brings a virtual dimension to the real world. Visual content can be a field that content marketers can work on with this technology platform . AR can help you demonstrate the quality of your products in more detail and better.
Live broadcast
Society in the information age as it is today demands all information in real time. This demand can be exploited by content marketing to present content in real time as well. With live streaming technology , you can serve content live and on demand.
Search Engine Algorithm
Currently search engine algorithms have developed to be more sophisticated. This makes content marketing must also develop in determining campaigns to get organic visitors. Competition for organic visitors is healthier because search engine algorithms suppress this 'cheating' activity.
e-Commerce & Social Media
For content marketers, the large number of active users makes social media a place for content creators to distribute content and build audiences. On the other hand, buying and selling online through social media is now very familiar to our ears. Social media is a marketplace for businesses to offer their products.
The need for e-commerce on social media then gave rise to hybrid e-commerce which allows consumers to buy products directly on their advertisements on social media with one click without the need to visit e-commerce sites. This condition makes some social media shift no longer as a content platform . Content marketers need to be prepared to find alternative platforms.
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