The future of marketing: What do I need to know?

Technology PR
This picture looks a bit future-y
The future of marketing and technology PR is content driven – not only because content is important for the digital environment, but because it’s important for people.

By Richard Stone

Content helps us decide what to buy, how or if to vote and how to feel. It changes people’s minds. 

Crucially though, the content you create has to be compelling enough to achieve your objective. The traditional content marketing model is broken and has been for some time. Similarly, traditional marketing and sales tactics don’t work in a content driven landscape. 

Businesses that attempt to simply transpose their existing marketing and sales plans into content strategies will fail. Instead, one should look to publishers and broadcasters and imitate the way they go about building communities of readers by addressing important questions in an authoritative way. 

Sabilah Eboo, the head of marketing at Raconteur Media, one of the companies that create, amongst other things, many of the Sunday supplements we read, wrote an interesting piece on the subject recently.

"Creating an engaging, independent and distinctive voice among a sea of content is no easy feat for marketers, but that's the whole point,” explained Eboo. “Content is not about marketers - it's not even about brands. It's about what matters to the readers."

And that’s the bottom line. On my first day in PR I learnt to, “write with the reader in mind”. Today I learnt that, according to the Chartered Institute of Marketing, only 44% of marketers have a documented content strategy.

If you want to know about the future of marketing, you only need to combine those two facts and create a content strategy with your reader in mind. If you do so, you may well be able to help you customers decide what to buy and how to feel. However, as Government discovers every four years, you will probably still struggle with the voting thing. 

Richard Stone - Stone Junction

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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