It’s an exciting time to be in content marketing – and a pretty satisfying one too. For years, we’ve been telling clients that content works harder for their money, goes deeper and drives longer-lasting change than anything else. Now the spread of data – not just the tools and the literacy, but in terms of clients’ willingness to enter the space between POS and customer too – has shown we were right.
In a way, none of this is that new. Unlike a lot of broadcast or pure play media, content marketers have always dug deep for information. It’s never been enough to rely on eyeballs in numbers: we’ve always had to prove what those people did next, and why.
But more than even measuring effectiveness, the avenues opened up by data allow marketers to start thinking pro-actively about what content itself means. From driving strategy as insight to harvesting and productising data itself, the possibilities are wide open.
The very existence of a report like this one shows just how far the content marketing industry’s long-held ideas – the value of deep insight and the customer as a complex being – have penetrated into the mainstream. There are some great insights here, too. I hope you enjoy them.