Technological developments have a considerable impact on content marketing. It is like diving into The Matrix. You have no idea what kind of simulation you will end up in. Everything is new. It is a lot to process and super exciting. But if you can make the developments your own, then you are the one ! How do you do that?
From a mindset of wanting to understand and master it, you add value to people's daily lives. The point is, you have to dive in now. Otherwise, Agent Smith will have the last laugh.
I was at Content Marketing Fast Forward and this year's theme is 'Shifting Gears'. I'd like to share with you the latest developments and the impact of technology on content marketing.
Don't panic!
Olivier Blanchard of Futurum Research reassures us: “Don’t panic. Technology is not changing the way we live, learn, work and do business. It is impacting our revenue models, channels and ways of communicating. You don’t have to reinvent the wheel. Just make sure you adapt as quickly as possible.”
n uncertain times when consumers are wary of uk whatsapp number companies, politics and the media, the need for trustworthy brands is growing. Marketers who center their customer experience strategy around building trust will thrive in 2018.
Trust is a valuable asset for any brand. Especially in a time of growing uncertainty and distrust worldwide . Consumers are concerned about the erosion of social values, failing political leadership or rapid technological developments. For companies, a good reason to invest in growing consumer trust. How do you tackle this?
We are in the post-truth era, a period in which emotion takes over facts and reason. Consumers are asking themselves more often and more strongly whether a brand is benevolent. Does it also look beyond the functional promise and self-interest?
It is a great task for companies to respond to this growing demand for emotional trust. The Brand & Consumer Trust Study (pdf) by the British Brand Group shows that companies can do this by stimulating the right hemisphere of consumers' brains with brand expressions. The side of emotion. By stimulating this half with emotional arguments, a company shows that it looks beyond, for example, its own profit motive.
Playing on emotion & reason
The rational arguments remain important, of course. They answer the question of whether a company is able to deliver on its functional promises, the basis of trust between people and brands. A simple example: an article on a web page about a company's sustainable vision plays on emotion, facts about the number of customers, employees or turnover on the ratio.