The continuous evolution of digital channels has drastically shaped the customer experience and raised the bar for customer expectations. As we approach a new year, we’ll take a closer look at the top six digital marketing trends to watch.
Trend #1 – Measuring content marketing performance will surpass the importance of content management
Content management has evolved from being an IT problem to a true business problem. As the volume of content increases and saturates the market, the leading platforms have turned their attention to content use – specifically its reusability – and gathering intelligence about the content.
According to a study by the Content Marketing Institute and Marketing Profs, measuring content performance is a top challenge among B2B and B2C marketers:
57% of B2B marketers vs. 50% of B2C marketers are challenged with measuring content marketing success
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Content saturation means your digital marketing platform needs to go beyond simply managing your content. With recent advancements in semantic text analysis and machine learning, there’s an opportunity for digital marketing platforms to support automatic, intelligent content analysis. This will improve confidence that the content created will optimize SEO while delivering relevant content and ensuring appropriate tone of voice for your target audience.
What’s the takeaway?
“You can understand how content is performing after it’s already published, but it comes down to treatment versus diagnosis,” says Dan Klco, Adobe Digital Marketing Solution Lead, Perficient Digital.
In-depth content analysis is a rising trend and that it’s crucial for your content management platform to provide data that enables strategic content creation and distribution.
Download our latest guide, Top Six Digital Marketing Trends for 2017, and learn how to make these trends a reality for your business in the new year and beyond.