At Flock’s “Cutting Edge Content: Where to Go Next” event, we specially curated a collection of the most cutting edge thought, technology and best practice in the world of content including partners Imaginarium Studios, Markettiers 4DC, Freemavens and Independent Talent Group. We asked some of our guests and partners what they think are the biggest opportunities for content marketing.
Here’s what they said:
What do you see as being the biggest opportunities for the transformation of content marketing as a whole?
Jeremy King, Managing Director, C Squared:
“Augmented Reality. Pepsico did a good job on the world cup. By using the Blipper app on their cans you can learn all about different footballers. Content should come to life and put you in the right space at the right time. With augmented reality you can be there as part of the live experience.”
Melissa Romo, Global Head of Content, Sage:
“Create messages in formats that are going to catch people’s eye. It is becoming more and more difficult to be interesting to audiences because there is so much content to consume. You also need to embrace state of the art technology and production vehicles for producing content.”
Darren Cairns, CMO, 4 Finance:
“Data and data driven marketing is important. However sometimes having too much data is worse than not having enough. For me, it’s about how you use data and the relevance of the data you’re collecting. If you’re not using it for targeting and finding your right audience at the right time and the right place, then it’s worthless.”
Simon Dornan, Head of Customer PR, Dixons Carphone Group:
“The biggest opportunity is being able to market to the individual. You can have all the focus groups in the world to tell you about segments, sectors and demographics but ideally, the holy grail for marketers is being able to target the individual and knowing what they want.”
Tim Langley, CEO, Canddi:
“It’s about doing what is right for you. What is right for you may well be different to what is right for me. Over the last few years, it was all about writing lots of content and ‘google will pick up on it’. That worked. But today it’s about making sure it’s the right content for the right person at the right time.”
If you’re wondering where to go next with content marketing, from creation and storytelling, through to distribution, activation and evaluation of its impact, contact us and we’d be happy to help.