By Şükran Ceren Salalı, Value Communication Fellow
Why it is worth reading this Blog post
- Catch-up recent knowledge to understand what digital transformation driven by content marketing really means
- Avoid misunderstandings and mistakes.
- Differentiate between a “good” and a “bad” approach.
Nowadays, changing trends of marketing sector inspired many analysts to do various surveys and researches on new manners and developments in the sector. A related text from Digital Information World which is named as State of Content Marketing and a presentation that is made by Brian Solis and Jaimy Szymansky from Altimeter are also couple of examples of these attempts.
Based on the text of Digital Information World, State of Content Marketing, in today’s world, it is more important to be more present online since consumers spend more than 50% of their time online engaging with custom content. In the text, they mentioned 2 content marketing trends of 2014 such as creating a case study and focusing on the consumer. In other words, becoming an authority in your field and creating content in order to get many social media shares and backlinks are useful. Moreover, it is better to produce content that makes consumers to enrich their lives and fulfill their needs which is very important. In the age of digital transformation, blog posts, e-books, podcasts, email newsletters, videos are webinars are indispensable for content marketing. Also, you should keep in mind that content marketing is less expensive and more effective than traditional marketing!
Altimeter has a useful presentation about the characteristics of digital transformation as well. Main topics are:
1. Depending on their analysis, digital transformation created digital customers.
2. For that reason, (digital) customer experience became very important and also created new consumerism of companies.
3. One of the key aspects of benefiting from digital transformation is learning the relationship between technology and customer behavior to earn relevance among them.
What is very influential is digital transformation businesses seek to adapt to disruptive technologies and various strategies to impact more consumer and employee behavior. Rather than social media, organizations which focus more on customers become very useful. Affecting digital customer approach via disruptive technologies have three elements such as vision and leadership, digital transformation team plus digital customer experience. Through these elements, businesses aim to update company’s vision, to thrive culture of innovation, to improve customer journey, to have greater competitive advantage, to increase internal collaboration, to have more empowered workforce, to improve efficiency, to have deeper data analysis, to have increased customer conversion and loyalty.
Missing Human-to-Human (H2H)
So, what is the real value of communication? Using all those technologies and social media as a channel so as to have more benefits? The answer is no. In order to get best results, using these tools as a platform rather than a channel is a lot more useful.
In other words, human side of business transformation should be taken more into consideration as the age of digital transformation puts consumer in the center. This is why Value Communication keeps focusing on using digital technologies based on H2H and a disruptive approach to understand the relationship between technologies and consumer behavior.