While many brands are still figuring out the basics of content marketing — the daily rhythm, and creation and curation techniques — there’s a larger, more disruptive opportunity on the horizon: big content. Big content gives content marketing the power of big data to create precision targeting of rich content assets. The intersection of big data’s science, and content marketing’s art is a new opportunity for digital marketers to reach and engage audiences like never before, according to Jake Sorofman, research vice president for Gartner for Marketing Leaders.
Orchestrating multichannel marketing programs involves more than pumping out targeted offers via email, SMS or other channels. Marketers, in their roles as storytellers, are increasingly expected to produce multimedia, multichannel content experiences that encourage engagement over time. The emergence of digital marketing hubs enables targeting of this content with precision.
Today, however, you can’t explore the disciplines of search, social or multichannel marketing without discussing the content supply chain. Content is foundational to each of these practices, and serves as the basis for continuous storytelling and continuous engagement, two of the guiding principles of a modern marketing strategy. We call this mutually reinforcing dynamic, content marketing’s iron triangle, in which content underpins search, social and multichannel strategies.