Building content experiences — Letter to the reader of Rock Content Magazine #5
You probably don’t know it, but your data and privacy are at the center of a running battle in the world of digital marketing. And I’m not just talking about data protection regulations.
In this battlefield, we have companies like Apple, Firefox, and Google, which are creating limitations in the way we are tracked online, fighting against large players in the market, such as Facebook, who need this data to serve more targeted ads.
We do not know the future of this dispute, but probably there will be more control by the user over their data, and many current models will no longer work. Third-party cookies, so used for targeting, are at risk. And with them, a good deal of ad efficiency.
Paid media will have to reinvent themselves again. At the same time, the less relevant the advertisements, the more essential investment in content becomes. But we are at the end of 2020, and like paid media, Content Marketing is going through a reinvention phase.
The algorithms of social networks are less and less favorable to organic reach of brands, and even Google is no longer the great friend of marketers, with about 50% of searches not generating any visits to our sites.
We can no longer rely on traditional vehicles in the same way, so it’s time to create your own places, such as podcasts, blogs, and newsletters. These are distribution channels where there is no intermediary for your content to reach the audience who explicitly asked to receive it.
But far beyond channels and formats, nothing is more important than focusing on a widely recognized and desired brand. No algorithm will prevent someone from simply visiting your blog directly, or that someone looking specifically for your brand will go to the website of another company.
Incredibly, we’re giving importance to branding again, but in a scenario where the best way to create a positive brand perception is to develop high quality content for the entire buying journey with a consistent message and, above all, creative. That means we’re creating a content experience.
In this edition of Rock Content Magazine, we’ll address this topic to help you, reader, create Marketing that goes beyond.