With more and more services tailored to an individual (think Netflix), customers are increasingly expecting more customized content. You can go far in this with the use of Artificial Intelligence. AI can analyze what people who are involved in certain content are likely to want to read or watch next. It can even make adjustments to this, based on the user’s history. For many companies, however, that is still a bridge (or two) too far.
Some simpler suggestions:
- Tailor your email marketing content to individual customer needs and interests. Many email marketing platforms record what visitors do on a website and can take automated actions based on this behavior. You can also often easily create mailings with conditional content blocks, which are only shown to certain target group segments.
- If you use Account Based Marketing, create customized content (experiences) for each account.
Trend 2: more empathy
Our research shows that marketers are finding it harder to get in front of their target audience than they were before the pandemic. This is also reflected in the Content Marketing Institute’s 2022 B2B Content Marketing Survey. In response, many marketers have adjusted the tone of their content.
We positioned ourselves as a partner and focused on helping rather than selling.
Whether this is a lasting trend remains to be seen. The fact is that empathetic organizations are more successful and make more profit. It therefore pays to adapt your content to this. Empathize and understand the concerns and thoughts of your customer. Be accessible. This way you ensure a completely different feeling with your content.
Trend 3: full-funnel content Two stumbling blocks
Traditionally, the biggest focus of Marketing is often on the top of the funnel . The content is mainly focused on branding and awareness by sharing information. This way, a potential customer is prepared for the next phases in the funnel and customer journey . And different content belongs to ivory coast phone number library another phase. For example, a case study is not yet relevant at the top of the funnel. But when someone is faced with a purchasing decision, it is.
So far, nothing new under the sun. Where there is still profit to the ultimate guide to effective inventory management be made is in full-funnel thinking. Is there content available for lead nurturing ? Or to fully support Sales? And what is set up for existing customers? For most marketing and sales teams, the funnel ends when the customer has signed the contract. But the funnel also continues after that and content is important. With ‘post conversion content’:
- Are you working on brand loyalty?
- Convert your one-time customers into loyal customers and ambassadors
- Create your long-term relationships
- You need to invest less in attracting new customers
Marketers need to work more closely with sales and service teams to create the right content. Think of onboarding, training, how-to videos and FAQs for new customers.
Trend 4: video content Two stumbling blocks
Video content has been on the search engine optimization mails rise for years. Fueled by social media channels TikTok and Instagram, videos are becoming increasingly popular. It is not without reason that research by the Content Marketing Institute shows that 69% of B2B marketers expect to spend more on video content in 2022.
