Social media and its influence on business is a factor that will still have to realise its full potential. There is also a lot of recent backlash concerning social media as a news platform replacement, since a lot of news-oriented posts on various social media platforms fail at delivering quality objective news and lack the journalistic expertise. While the “broadcast yourself” culture of generation y certainly helped leverage the dominant media power of classic news channels and newspapers by giving some of this power back to the people, which often helps in clarifying current events from many different perspectives, it also created an additional void of professionalism. An increasing amount of people go on social media to read their news instead of choosing professional, well-established newspapers such as The Guardian or Forbes. Those papers also request payment whether in print or digital, which further raises young audience’s preferences of social media over conventional news sources. Content marketing additionally added to this development both for the better and for the worse, as it catalysed the growth of an overwhelming amount of online content. Events such as the Trump presidency, terms such as “fake news”, Brexit, Facebook’s and google’s frustrating interval for changing their algorithms further contributed to the downside of this development to a point where the digital marketing industry is in dire need of a rethinking that sets new standards to digital- and content marketing.
It is also time to change the dialogue in digital and content marketing, as many of the proven strategies are not only improving the industry, but also create many new issues that are in need of innovative solutions. In 2017, the industry stopped talking about content marketing and started using terms such as “storytelling” and “epic content.” This development suggests a new trend that makes use of the art of storytelling that is as old as the first days of humanity, being introduced to the world of digital and content marketing, customised for brands and their unique personas, meant to boost user experience, customer interaction and sales. If professional content and search engine marketing is not enough, the content needs to be more compelling and captivating than before, if a business is to gain and retain customers. The great thing about this new trend is that marketers – if having the necessary skills- can write the most fantastic and creative little content pieces in order to, for instance, make a point on a particular demand on the market so that they can sell their product or service as the solution. Digital marketing is a fast-changing industry in its nature, which means that its marketers need to be prone to that change. Yet some factors seem to be stable throughout the past years: Content always seems to be king, which makes user experience a deity. Some new industry-related processes even proved their value throughout millenia of humanity:
A great, compelling story that sends a message and intoxicates, thrills and inspires its audience can be worth a fortune.
So why not make use of that within your content marketing strategy to both entertain your audience and gain their trust? Deception in storytelling can add an interesting twist to the story if it is not is not directed towards the user, but rather in making a point to the user/reader about the offered product or service. Creativity is going to be a very huge factor that can easily be underestimated, but it is going to be increasingly essential for content marketing and user experience. So in the end, any of your digital assets need to bring some sort of unique attention-raising entertainment plan to the party if they want to further beat competition and become number one. We need to start thinking outside of the already unconventional box of the fast-paced content marketing industry.
Sisarv Marcom Agency is the first award-winning persian marketing and communications agency and provides a broad spectrum of customized services for your business for the MENA region and Europe. Our agency grew from a domestic digital marketing agency in Iran to a provider of digital marketing in the MENA region, and our team has enough expertise in multiple languages to deliver serivces to both european and MENA audiences.
If you are interested in working with us, do not hesitate to contact us!
- Written by Ario Giancarlo Cecchettini
- International Marketing Director
- Sisarv Marcom Agency