Martechify Session Preview: Content Marketing and Personalization Trends to Expect in 2021

By Ascend Marketing

January 21, 2021 | NEWS

The new year has just begun and already the marketing industry is seeing both new and old trends emerging with a sense of urgency about them. In the era of social media and e-commerce, it is key that companies stay up to date with consumer’s expectations as to grab their attention and hopefully their business. Content marketing is a tried-and-true trend of the marketing industry, but as media consumptions habits have altered, so has content marketing.  

The next Martechify virtual forum, Content Marketing and Personalization: 2021 Outlook, features key industry trends in content marketing, as well as how marketing leaders will adapt to shifting expectations in content personalization. Here’s a preview of what to expect in the session.

Hubspot reported that 74% of online customers and visitors are unhappy with websites which do not take their interest or unique needs into consideration when displaying promotional material or advertisements. The most efficient way for companies to address their concerns with their content marketing and personalization is to stand out in the crowd, create quality content, understand your audience, connect on deeper levels, and most importantly, stay ahead of the curve.

One of the most important elements of content marketing is personalization. Now more than ever, consumers align their values with brands who share the same ideals. They search for a connection to link the two. Consumers are not satisfied with only transactional situations anymore; they desire value placed on their purchases. The best thing for organizations to do is recognize the necessity and address it for their audience on an individual level. 

The personalization aspect affects consumer’s decisions more than most companies realize. Check out these interesting statistics via Review42 below: 

Why should companies care?

These statistics confirm that consumers are expecting more from the companies they purchase from. They desire a one-on-one connection which makes their purchases or memberships feel special and valued by the organizations. The key to personalization is focus on an organization’s specific audience and what they desire. We live in a time where we see what everyone else is doing all the time, and our initial reaction is how can we duplicate that and make it better, but this is the wrong approach. A company must take their own path which best reflects their personal values and goals as well as those of their customers.

All this talk about content marketing and personalization is great, but it does not answer the question, “Why should we care?” Why should we dedicate so much towards creating customized content for customers? Review42 expects that the content marketing industry on a global scale will experience an annual growth of 16% for a $195.6 billion industry in 2016 to a $412 billion industry by 2021. 

Companies are now investing extensive time and resources into their content in terms of content creation, content marketing staff, paid content distribution, content marketing technology, and content marketing outsourcing. These statics make clear that it does not matter which specific area marketers invest their resource regarding content marketing, but it emphasizes that you must divert some of your time and resources to content marketing to keep up with the competition.

Join us on February 18th at the next Martechify virtual forum, Content Marketing and Personalization: 2021 Outlook, as marketing industry leaders address these content marketing trends and share how their organizations have addressed personalization expectations.

Session Recap: Content Marketing Part I

We wrapped 2020 with a session focused on exploring key expectations and opportunities for content marketing in 2021. Martech leaders, Richa Pande of HP, Brad Armstrong of NI, and April Mullen of SparkPost, demonstrated the “publisher model” of leading effective content marketing strategies at their organizations. For insights and takeaways from the session, watch the full recording here: 

We created Martechify to be a growing and ongoing forum series with content that evolves and builds to bring additional value upon repeat attendance. To kick off the new year, we’ll continue the content marketing dialogue and will dive deeper into content and personalization strategies to expect this year. Now that you’re all caught up, we’d love for you to join the conversation.

Join us at the next virtual forum on Thursday, February 18th from 8:30 to 10:00 AM CDT: 

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The next Martechify virtual forum features key industry trends in content marketing and personalization. Here’s what to expect.

Ascend Marketing CEO, Rich Herbst, was named 2019 Entrepreneur of Excellence in the Media/Communications/PR category by Fort Worth Inc. Magazine at their awards dinner on May 9 in Fort Worth.

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