From brand awareness to ‘alternative facts’: content marketing trends

Brand awareness is the goal, brand story is the key

Increasing brand awareness is the top priority for almost half of content marketers today. This is according to Clutch’s 2016 Content Marketing Survey.

49% of content marketers cited brand awareness as their top priority.

brand awareness

*Graphs courtesy of Clutch

The study also shone light on the factors content marketers believe can help enhance brand awareness.

When asked about the factors most important to include in a content marketing strategy, ‘Brand Story’ and ‘Mission Statement’ claimed the top two spots:

Knowing a brand and its unique personality are clearly key motivations for consumers. With familiarity comes trust, after all.

Brand awareness only works when your message is coming across loud and clear. Your mission statement will define your brand story. It should be unique, succinct and easy to understand – free from superfluous verbiage, platitudes and management speak. Your brand story will stand (or fall) on this foundation.

Your role as a content marketer is to figure out how to filter information and represent your brand story in a way that matches up with your mission statement and customer expectations.

Only with this, and an effective content distribution strategy, can you establish the level of brand awareness you need to reach your full potential.

No content personalisation? You might as well hang up your keyboard for good

Content personalisation is important.

But, new research from OneSpot and Marketing Insider Group has highlighted just how important personalisation is, and uncovered a worrying related trend that’s affecting too many content marketers.

The report found that:

  • 94% of brands see personalisation as key to marketing success
  • 56% of consumers admit their purchasing decisions are driven by personalised marketing
  • 45% of consumers won’t spend time with branded content that’s not personally relevant
  • 42% of consumers would be less interested in a brands products and services without personally relevant content (rising to 51% among millennials)

Despite such obvious importance, 75% of consumers complained about a lack of relevant content. Why?

Well, just 57% of specialist marketing leaders expressed interest in content personalisation. Most shockingly, only 14% of marketers surveyed have developed personalised end-to-end customer journeys.

If personalisation isn’t close to the top of your content marketing agenda, you might want to re-think your strategy before your customers lose interest and you’re forced to hang up your keyboard for good.

Spotted in the news…

Donald Trump’s adviser Kellyanne Conway brought a new phrase into the public lexicon in the past week: ‘alternative facts’.

The public’s response says it all. Reminded of those dystopian mantras ‘newspeak’ and ‘doublethink’, sales of George Orwell’s timeless novel ‘Nineteen Eighty-four’ have gone through the roof. The book rose to top of the Amazon best-seller list, with print copies eventually selling out altogether.