2019 Marketing Trend: Adding Context to Content Marketing
It’s the only December but here at Genusync, we are already thinking about the New Year and what 2019 will bring not only for ourselves personally but for the Inbound marketing industry.
Let’s quickly take a step back and define content marketing. Often, when I talk to a potential client about content marketing I am asked what it is. But if you’re like 93% of B2B companies, you’re already using it in the form of blogging, Webinars, ebooks, email marketing, and social media.
The challenge with content marketing is the lack of context that surrounds it. Content is distributed to prospects, leads, and customers, often in a blanket approach where the same content is delivered to all three of these segments. In 2019 we will begin to see content marketing focus on delivering a hyper-personalized experience and move away from delivering a lack of context to its readers.
1. Content Optimization System
As a marketer, you are likely familiar with the acronym CMS, or content management system, which enable marketers to manage their websites with little to no HTML knowledge (WordPress & Drupal are examples of a CMS).
HubSpot has taken the CMS one step further and has created a Content Optimization System that not only makes it easy to manage a website but enables marketers to deliver a hyper-personalized experience to website visitors across multiple devices. HubSpot’s COS delivers content with context which isn’t possible on the current static CMS platforms we are all used to.
So what does this mean to you as a marketer? Imagine being able to speak directly to potential customers, leads and current customers with customized offers and messaging?
For example, you may want to show all website visitors who are not yet leading an introductory offer on your home page to get them interested in your product. Your customers, on the other hand, would appreciate a VIP or loyalty offer that applies to a specific product or service they have already purchased from you.
With HubSpot’s COS, this example of hyper-personalized content targeting is possible!
2. Social Sales
The buzz word “social sales” has been around for a number of years now and refers to the use of social media within the sales process. In 2019 however social sales will become more about the context surrounding the interactions a prospect makes with your website and content.
Your sales team battles with the same challenge each month; the calendar resets to the 1st of the month and there is a new quota to hit. But as we all know, following up with prospects and leads that aren’t in the mindset to hear from your sales team can be challenging, can come off as intrusive and also deter prospects from wanting to continue to speak with you.
But imagine knowing exactly when your prospects are on your site and what content they are looking at in real-time? How would this change your daily and weekly sales activities and the results of your prospecting?
Signals by Hubspot was also released late this year that allows you to gather real-time intelligence on your prospects, what they are doing on your site and what content they have engaged with.
For example, it’s Friday morning and you receive an alert about a prospect currently visiting the pricing page on your website. This is the same prospect you sent a proposal to on Monday but you haven’t heard back from. You decide to pick up the phone and have a timely, relevant conversation while your proposal and company are top-of-mind. You revise the proposal to their liking and hit send. Monday morning you arrive to a signed contract in your inbox.
Would this have happened as quickly if this intelligence were not available on your prospect? Likely not.
As the use of sophisticated content optimization systems and contextual targeting become increasingly popular, content marketing will continue to evolve through 2019 to deliver more of a personalized experience to its readers, and more of an ROI for the marketers that use content marketing tactics.
What do you think will be some Inbound marketing trends in 2019? Write your comments below!