Buzzwords. They’re all the rage. And they’re really fun to write about, too. Contently has mastered the buzzword listicle year after year with witty insight on buzzspeak and content marketing lingo that constantly creeps into our conversations.
While we’ve all grown accustomed to yesterday’s buzzwords like “thought leadership,” “storytelling” and “snackable content,” there’s a new slew of them that have entered our everyday content marketing language. Here are six more content marketing buzzwords you actually need to pay attention to in 2017 and why.
Personalization has been a buzzword for a while in the context of personalizing a subject line or greeting of an email with a contact’s name. This is the most basic form of personalization and has become a standard practice for email marketing. But in 2017 personalization should not be confused with segmentation. Segmentation is the process of grouping contacts by common characteristics like location, recent website activity and interests, and delivering content to those broad groups of contacts. Personalization is the process of tailoring the marketing experience by delivering individually relevant content to each contact.
Consumers today are openly rejecting brands’ traditional segmentation and one-to-many marketing strategies and instead favor those that deliver personally relevant content that aligns with their interests and preferences. Studies show nearly half of consumers won’t spend time with branded content if it’s not relevant to their interests. On the flip side, 86% reported that if a brand does a good job of providing personally relevant content, it makes them more interested in that brand’s products and services.
Robots and androids have officially entered the content marketing space. Kidding. But really. Artificial intelligence is the cornerstone of some of the most successful technology platforms like Facebook, Amazon and Netflix, using algorithms designed to process huge amounts of data and serve up personalized content recommendations based on a user’s search history.
While artificial intelligence might seem like a buzzword, the smartest organizations are paying attention to how this technology can dramatically enhance the content marketing function—especially when it comes to content personalization and getting the right content in front of the right person at the right time, all while doing it in the most efficient way possible.
Along with artificial intelligence, machine learning is another high-tech buzzword for 2017. The artificial intelligence field covers many different applications and technologies, and machine learning is just one of them. This type of artificial intelligence provides computers with the ability to learn without having to be programmed. Essentially, machine learning gives computers the ability to apply specific algorithms so they can teach themselves how to process new data.
And why does this matter for content marketing? Marketing technology using machine-learning algorithms can analyze large datasets consisting of users’ online behavior, characteristics and content preferences, helping brand publishers personalize their content to target users with the right content consistently over time.
The primary goal for content distribution is years past has been amplification—the more pageviews, shares and general engagement, the better. But the new way of thinking about content distribution is one that’s less concerned with people per page and more concerned with pages per person, or “content consumption.” By making content consumption a content marketing priority, brands are able to determine if their audience is actually engaged by repeatedly returning to consume content. This can have a real impact on the business by bringing consumers to your brand again and again. So when it comes to content marketing ROI (another buzzword from your content marketing past), content consumption is a buzzword reserved for those trying to push the envelope of content marketing metrics.
Brands have been cranking out content for years, but these stories have only more recently been dubbed as “branded content” as more and more brands build out content marketing operations. Studies show brands are investing heavily in developing branded content, acting as publishers and attempting to engage consumers beyond products and promotions. That’s how this buzzword has made its way into the brand newsroom of every brand publisher and brand marketing organization.
Which buzzwords have you buzzin’ this year? Leave a comment to let us know!
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