The content marketing trends at CMCX 2018
Flown to the moon with Audi, clinched with the Noobtown Monkeys and crunched on a pickup truck with Bahlsen - the Content Marketing Conference & Exposition 2018 once again presented an incredibly wide range of stories. And I had the pleasure of being there again this year.
Mass instead of quality and quality instead of mass - both trends were evident at CMCX. On the one hand, stories are being produced more and more elaborately. These campaigns then lead to peaks in perception that are manageable in terms of time, but pay off for the brand in the long term just as much as a less elaborately generated background noise, in which relevant content is played out almost daily instead of elaborate campaigns.
The latter requires close and rapid communication between the agency, marketing, sales and legal department. For example, Pickup, the cookie from Bahlsen, has Whatsapp-groups, in which just 3 hours pass from the idea to production to playout. This means that even the latest News can be incorporated into campaigns that would be ineffective with longer production times.
Marketing as a single player?
Even if it is called Content MARKETING, the development of strategies, the definition of topics, the production of content and the distribution via the many channels is never the sole responsibility of the marketing department. Everyone in the company is involved if they feel like it and want to contribute. Marketing is primarily responsible for keeping the measures on track so that they are in line with the strategic guidelines and the objective of the campaign.
Worst word of the fair
It was a common thread running through all of the presentations, as everyone attached great importance to being absolutely authentic with their campaign and in general. "Authenticity" ended up being the absolute buzzword, because a) it's just really hard to pronounce and b) it should be a matter of course if you want to score long-term points with your target group - whether as a big brand or as an influencer.
Speaking of influencers: Intermate sent two YouTubers to the stage, Gong Bao and John Youk, who explained how they deal with product advertising in a likeable way. "Subliminal" no longer works. That's why Insta stories with product placement are clearly labeled as advertising - and that goes down very well with the target group.
The thing with the gut feeling
No, there is no room for that. EVERYTHING is measured. Before taking action, we look closely at who I can reach with which idea and on which channel. Big data was therefore just as much a topic as the future relevance of the channels. Google has been ahead of Facebook and the like again since this year, so content marketing is no longer conceivable without SEO. Google likes good stories that I tell on my own pages. Owned media and user engagement are the keywords here, because the longer I manage to get my target group excited about my own content, the more Google rewards this.
Developing strategies and goals with sitegeist
Every content marketing measure needs a resilient strategic foundation. We would be happy to develop this foundation together with you. We will take off your business glasses, scrutinize previous approaches, identify topics that really interest your target group and ultimately develop a catalog of measures that will enable you to reach your users effectively today.
Just ask us.
