From content marketing commitment to Google’s new-found conscience – content marketing trends

Increase your content marketing commitment for better results

New research from Content Marketing Institute has cast light on the significance of content marketing commitment for brands today.Content marketing commitment

According to its authoritative ‘Content Marketing in the UK 2018: Benchmarks, Budgets, and Trends‘ report, brands that are ‘extremely’ committed to content marketing benefit far more than those that are ‘somewhat’ invested.

As you can see from the table above, 38% of the group with the ‘most’ content marketing commitment reported high levels of success, compared to just 5% of the ‘somewhat’ committed group.

Brands with a strong onus on content marketing commitment also:

  • Valued content marketing creativity more (96% vs. 57%)
  • Held more realistic expectations about what content marketing can achieve (83% vs. 40%)
  • Had developed a clearly-defined content marketing strategy (58% vs. 19%)
  • Generated content marketing resources on a more regular basis (78% vs. 34%)

This study demonstrates why you should take steps to boost your content marketing commitment. So, think about investing more time and money in this technique over the coming year.

But, even if you don’t have the cash to hand (as was the case for 48% of respondents) you can at least take the time to audit your efforts and re-deploy your resources ­­– as 55% of respondents planned to do.

So, now you know there’s no excuse, it’s time to take the plunge and get serious about your content marketing commitment!

Data usage is a deal-breaker for most consumers

GDPR is looming on the horizon. And, it’s impending implementation has thrust customer data usage front-and-centre in the content marketing sphere.

For years, authorities have allowed brands to take a freewheeling approach to managing customer data. Companies have regularly got away with:

  • Collecting data surreptitiously
  • Storing data beyond its intended use or relevance
  • Packaging and selling information on to third parties

Undoubtedly, this has made things easier for content marketers. But, consumers’ feelings about how brands use their data are visceral, as proven in a new survey from SAP Hybris.

Almost 80% of respondents said they’d end their relationship with a brand found to be using their data without authorisation. GDPR should put most of these practices to rest and hand the power back to consumers.

However, content marketers need data to function effectively. And, thankfully, this research also hinted at the type of approach that can be taken post-GDPR implementation.

What can brands do to persuade consumers to share their data?

71% of respondents stated they’d be willing to share their data in return for something. This could include anything from an enhanced service to a handy piece of content that helps alleviate a pain-point.

72% of consumers then expect brands to protect their interests when managing data. 66% want complete transparency over how brands will use their data.

In terms of the types of data customers are happy to share, the highest proportion of respondents selected email address (52%) and shopping history (37%).

Access to social media accounts (9%) and personal financial information (3%) were (unsurprisingly) low on the list. However, while only 19% were willing to give out their real-time location, this metric is being widely tracked by brands today.

Make sure you’ve done your homework so as not to fall foul of new GDPR regulations. And, if you need a little something extra to persuade customers to part with their data, consider sweetening the deal with some authoritative content.

Spotted in the news…

Google and Youtube CEOs Sundar Pichai and Susan Wojcicki both spoke candidly about lessons learned during 2016/2017 in a recent MSNBC interview.

Having taken some flak for unintentionally aiding the spread of ‘fake news’, both organisations feel a sense of duty to ensure “facts and objective truth” are given centre stage in their future strategy.

To this end, Google (which owns Youtube) set out plans to hire 10,000 new people to filter out ‘bad content’. The search giant also aims to develop assistive AI to help scan the 400 hours of Youtube videos and countless web pages uploaded every minute.