CMW is the world's largest event of its kind and we've attended many times now, ever since it had only a couple of hundred attendees (this year there were 3,500). Since it's launch, it has become a massive event and we strongly believe that it's one of the world's best conferences for media companies and publishers.
CMW teaches marketers and brands to create content. You'll learn everything from creating a content strategy, attracting an audience, building an engagement universe, converting leads, monetising user data and incorporating native ads or branded content into your strategy.
Content marketing today is what custom publishing, corporate media and client communications were in 2000. I worked at a large custom publisher many years ago and had we known back then what we know now about content marketing - we surely would have seen our profits skyrocket over night. Content marketing is media redefined. It is what you need to know to create, grow and maintain great content. Period.
So, what have we seen at CMW 2015 and where do we think this market will be going in 2016. Here are my four predictions based on dozens of conversations with executives, marketers, publishers and content professionals.
1. Predictive content
Content marketing is at a turning point. It's no longer enough to just create good content. You must be able to anticipate, analyse and predict what kind of content will be the best, the most interesting and the most engaging. Content marketers need to learn these skills quickly because that's were the content gold will be in 2016: predicting and matching audience needs based on big data and real-time analysis.
2. Real-time relevancy
While real-time analysis will be important to drive your predictive content strategy, real-time relevancy will drive the user engagement. Only then will content marketing messages be relevant if at the same time you are able to present your audience related messages or products based on a deep understanding of their content usage. At every stage of the funnel and in every content direction: news, evergreens, whitepapers, seminars, webinars, commerce products, books, etc. Your content should be matched with a real-time relevancy system that smartly integrates marketing messages based on automated tags, predictive content and related topics. A content Amazon on steroids.
3. Constant conversions
Content per se has no quality. It's the result of the actions that content triggers that are the real asset and the real quality of your content. The best content converts users. Either to email, to your store, your event, your partners or to another action that is matched with your monetisation or engagement strategy. We will see an influx of content marketing tools in 2016 that will do this for you; tools that will convert and reengage customers, that will reactivate dead leads and will give your content a new quality that goes much deeper than ever before. Be ready to convert but be ready that everyone will do so, too.
4. Deep metrics
Going deep on conversions is only one side of the quality equation. The other is deep metrics. Every element of your content must be analsyed and every element of your audience behaviour as well. Google Analytics is not enough. It's a good start but you need to align every available metrics platform and service that makes sense alongside your content cycle. Go deep on metrics and think about how data can inform your content strategy from the very beginning, for example when planning predictive content. Think about measuring ROI and ROE (return on engagement), map your lead cycle from the very first click to the final conversion. The better your content marketing can be measured, the better your results will be.
What are your content marketing trends for 2016? Connect with me on Twitter and let me know.
More like this
Sponsored content - Crowdsourcing provides an easier way for journalists and storytellers to get the right information for a good story. Here’s how some of the big players are doing it – from crowdsourcing examples to AI software.30th Apr 2018 Opinion
Last month I travelled to Helsinki for the first FIPP Insider event. It was a great trip – I got to visit Finland for the first time and I got to spend time with some very smart people, on and off the stage. In my presentation, ‘The digital media meltdown. Fact or fake news?’, I took a look at the evidence that digital media is suffering something of a crisis.30th Apr 2018 Opinion
There are two types of people in the world, those that pay for Netflix and those that “borrow” a login from friends or family, Google a login, or continually re-subscribe for that month’s trial…26th Apr 2018 Opinion
Tired of trying to grow digital ad sales? You've hired a "digital" salesperson. You've created packages that bundle print and digital. You've restructured commission plans. You've shot more videos and created more email newsletters. It's exhausting and the results aren't always there. There is a better way. You can break the cycle and thrive in the digital environment.24th Apr 2018 Opinion
On the southern tip of Africa, FIPP Board member Julia Raphaely heads a media publishing company which is a multi-platform brand-building power house. She sat down with FIPP in her Cape Town office to explain why collaboration in the industry has become vitally important for success.14th May 2018 Features
The European Union’s new General Data Protection Regulation (GDPR) that comes into effect on 25 May will redefine the online relationship between publishers and consumers. If companies have not already taken the steps outlined below, it might be too late but this checklist could be handy to see how compliant you already are.14th May 2018 Insight News
Traditional publishers are finding success in new areas, by creating content for new platforms. Here we look at insights and innovations from three leading companies.14th May 2018 Features
Bauer Media’s Empire magazine is to push the boundaries of print publishing by producing an innovative limited edition talking cover. The cover is created in partnership with Twentieth Century Fox to coincide with the launch of Deadpool 2.14th May 2018 Industry News
A recent study to test the effectiveness of various media strands in brand building highlights a major discrepancy between what the advertising industry think and what empirical evidence suggests.16th May 2018 Insight News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next