This year's Digital Ascendant Conference brought together a highly curated group of leaders from some of the biggest brands in the world to talk about digital. My team was invited to attend, and we caught up with speakers and attendees to get more insights into the future of digital marketing. To help you avoid the same fate, here are six trends industry leaders need you to pay attention to.
1. Creating content for content’s sake will get you nowhere.
I think most companies know by now that they should be creating content. What they forget sometimes is that creating content just for the sake of creating content isn't going to do much. That content should be guided by a documented content strategy and connected to your company's goals. According to Kaydee Bridges, VP of digital and social media strategy at Goldman Sachs, there has to be a meaningful value exchange with everything you put out. The same applies to your content.
One of the best ways to get the most out of your content is to tap into your intellectual capital: your internal experts and thought leaders. Use their insights and turn them into consistent sources for content creation. Their unique insights and points of view add authenticity to your marketing and help your audience feel more connected to your brand.
2. Influencer outreach needs to be seen as an owned asset, not just paid media.
Influencer marketing continues to be a growing trend, in major part because it can be so effective. However, Socialtyze CEO John Bohan says most brands aren't approaching influencer marketing correctly. They're coming to it with a very campaign-centric mindset, thinking mostly in the short term and hoping they see a quick bump in sales as a result — and that's not true influencer marketing.