Content Marketing 1.0 was as simple as the brochures you used to read on a plane telling you all about the various places to visit in the States. But since those early days, and with the help of technology and the internet, content marketing has evolved into something quite different.
Soon after the birth of 1.0 (once content producers and software developers realized the distribution potential of digital) came Content Marketing 2.0. Targeting and analysis were superseded by more advanced technology, which made it possible for marketers to create more focused content for their audiences.
We’re now into the second quarter of 2017 and Content Marketing 3.0 looms on the horizon. We’re headed for a time where the content we produce will be influenced by (and must align with) the likes of virtual reality, A.I. (artificial intelligence) and wearable technology – the question is, how ready are we for it?
One dead cert in this technological takeover is that the impact of video marketing is unprecedented.
In fact, we’re only just starting to see the effects of video when it’s used in the B2B space as a way to increase employee and client engagement across the globe. The conclusion thus far is that video content needs to work with, support, and facilitate migration to video consumerism – but it’s still early days to say exactly how much.
According to a panel of content experts at London’s recent B2B Marketing Expo, 90% of online traffic will be video content by 2019. The rate at which marketing for professional service firms is changing shows no signs of slowing, which means video—without doubt—needs to be factored into your future marketing and growth plans.
What else do we know about Content Marketing 3.0?
- The onus is shifting from cost to quality as we head into 2018 and beyond. Quality is expected to rise over and above it, with those managing to integrate all channels (and strike a balance between the human element and virtual reality) will likely find their efforts particularly effective.
- Chat bots (which are computer programs designed to imitate human conversation) are making their first appearances in business. While the concept is still in its developmental stages, exactly how a chat bot will function has been met with a lot of skepticism. However, we feel that the concept WILL take off from both a usability and popularity perspective as firms become more accustomed with the technology. It’s important to note that chat bots are not created to replace human interaction, but to instead improve efficiency in weaker areas of the business. Chat bots may be another answer to improving a firm’s bottom line, so it’s certainly something to look out for.
- We also expect to see a surge in the role that influencers play in smart content distribution. This means that instead of delivering specific business messages via a firm’s senior team, they will instead be delivered by top influencers in the industry (i.e. individuals who hold a position of authority, and command respect within their field). Innovative content distribution methods will serve as social proof, and are a great way to add extra weight to your business message.
As Content Marketing 3.0 snowballs and hurtles towards the next stage of its evolution, the overall feeling is that firms absolutely MUST ensure they’re striking a right balance between embracing technology and maintaining the human touch for maximum efficiency. If emerging technology is harnessed correctly (and to its fullest potential) firms can expect to change how they deliver their services, in order to make access and consumption easier.
If you’d like to talk to a member of Team JTN about broadening your technological horizons and what Content Marketing 3.0 looks like for you, get in touch. We’re helping firms just like yours embrace breakthrough tech and emerging concepts that produce better, faster results for less spend, while returning a whole bunch more for your investment.