What is Content Marketing 3.0?
Content marketing 3.0, unlike content marketing 1.0 and 2.0, challenges brands producing content to consider their brand values and identify and the many consumers they are trying to market to, providing informational or educational content in the split second that then need or want it. In short Content Marketing, 3.0 is the shift from brand centric to people centric through conversational marketing in real-time.
A brief history of Content Marketing
Content Marketing 1.0
So what is Content Marketing and what was Content Marketing 1.0
Welcome to the beginning of Content Marketing – Launched in
the late 1990’s. Brands used simple marketing tools and techniques to reach out to both existing and potential customers with content. Think simple print brochures in shops, on planes, direct mail posted through your letterbox and to some degree traditional PR. However, the internet changed all of this! Due to the fact that the internet’s distribution potential and cost efficiency.
What Is Content Marketing 2.0?
So, what is content marketing 2.0? and how does it differ from marketing 1.0? Content Marketing 2.0 mainly rides on the existence and growth of the internet and social media and really kicked on in the early 2010’s. It was no longer about mass production of printed brochures, leaflets and magazines and more about using the internet and social to share branded content, services and products.
The internet allowed consumers to be directly connected with brands and content producers which ensured they were always well informed and could quickly compare products.
The production of this content is no longer product first it’s customer first. However, Content Marketing 2.0 assumes that customers are passive targets of typical marketing campaigns. Content Marketing 3.0 comes in to solve these issues and make the consumer an active target of marketing campaigns.
What Is Content Marketing 3.0?
Content Marketing 3.0 mainly focus on vision and values rather than products and services. This comes at a time when more consumers are concerned about what is going on in their world since they want to make it a better place. Marketers treat consumers as people with a heart, soul, and spirit.
The consumers are looking for companies that appreciate their value as people and their desire to accomplish specific social, economic and environmental goals. Any products brought to the consumer should be able to meet their expectation and satisfy their emotional levels.
Consumers are no longer interested in excellent products that are priced low. They want to feel good about what they buy.
Content Marketing 3.0 Is Collaborative
The development of the connected world and internet of things (IOT) has led to the emergence of social networking sites as well as other collaboration platforms. These platforms allow individuals and groups to connect, collaborate and interact with each other seamlessly.
Social media users can quickly create and spread news online. Consumers can influence the decision of their fellow consumers online with their opinion or experience. Marketers now have the task of understanding what the consumer expects and the different attitudes that can foster long-lasting collaboration efforts.
Marketers are now using online communities which allow businesses and consumers to connect and corporate with each other. The consumer views are heard and considered during the production phase while enterprises gain useful insights about consumer expectations.
Why Is Content Marketing 3.0 Important?
Content Marketing 3.0 isn’t a new thing, the world of content and technology is evolving at an incredibly fast rate and the conversation around it has been on the rise for the past few years. The modern consumer is well informed and gathers a lot of information from blogs, forums, and even social networks. This is the new wave technology which is part of our lives.
Consumers have become more critical, and look for trust signals and reviews from peers before they consider purchasing a product, service or engaging with a brand – they trust other consumers over businesses. Consumers are no longer passive, but their role has shifted to product co-creators. The consumers are playing an active role in determining how the product is designed and produced. They also play a critical and influential role in marketing the product through content.
The consumer can now promote a particular brand by talking positively about it on social media. As a result, businesses need to move with speed and give consumers their due space before they are overtaken.
What Should Businesses do to Adapt to Content Marketing 3.0
The most important thing that any entrepreneurs should be concerned with is setting the right goals. Come up with clear objectives that appreciate the new role of the consumer, new technology and social media. The entrepreneurs should also up their market intelligence collection process and apply the gathered intelligence to transform their image into a more acceptable brand.
Lastly, entrepreneurs now need to start defining groups and segmenting the marketing in the right way. They should be able to understand who their products serve and find viable means of increasing their chances of success.
A note from Andy – If you’ve got this far, this piece of content has been created as a Featured Snippet test. If you’d like more information on this test. Please drop me a line firstname.lastname@example.org and I’ll share my learnings with you.