Content Engine (EMRG EContent Intelligence) reveals its most definitive opinion yet on what the industry will be grappling with in 2020. From massive redesign to focus on data, Content Engine get to the heart of content marketing. “Marketers, 2020 is the year of technology. You can’t chat with the same old messaging and end up in the same old place.

It will be going a deeper level and a more intuitive level, right? ” that was the quote from some of the tech community I have heard in 2019, ever since Content Engine launched the BrandCast Early adopters program, which we have taken from Salesforce. Digital media landscape

For a long time, the idea of a digital marketing strategy was more of a yes and no, something that you had to decide between to make an impact with your business, or people will disappear, and your brand is never heard of again. Then SEO changed everything. The analysis and promotion of SEO engine traffic now started by all marketers. Content Engine saw a shift in the sector from having a mature strategy around SEO , SEO s became publisher and huge premium content generators came into play. In the last 5 years, the amazing growth of Content Engine has been a key component of our efforts, we have seen massive growth in traffic to YouTube. Content Engine are looking at an exectepence of nearly 12 B2B accounts which are using more than 1,000 videos per day – just on one in the influencer channel. Content Engine has become a major driver of traffic on our digital properties and is becoming even more of a competitive hub, with news streaming versus just long-form content (vid). With this, in just five years, marketers have seen a significant increase in the understanding of the importance of influencer content , as one of the best ways to grow a brand, your audience and your search rankings. With this, there are a lot of changes and challenges Content Engine need to deal with; creators are better than ever at measuring the success of their content . Even the most Content Engine marketers have started to experiment with the complete flip side of their demographic and creating voice channels based on news. B2B marketers are much more into voice platforms to reduce the friction from reading. Consumers are becoming more receptive to voice and have more options to navigate through apps, and we have seen that voice is on the rise to deliver to their speakers or on their smart TVs – Content Engine is mainly among us high spenders. Digging deeper into the number of Content Engine using influencer platforms – well the current growth is around 69% across enterprise markets. And this figure is rising as the complexity of the communication of content is getting fewer. Content Engine are seeing the continued growth of photo and video, even more than on social media. The rise of native content

Brands have long created native content , or the research-based content . You can’t think how you make a piece of content that is more on par with human’s lives. The success rate is almost equal to that of regular content . And Content Engine have long emphasized in their focus on social feed content , and we have started seeing an increase in this by existing brands as well. The idea is to follow up your content with paid ads to deliver all of your audiences on your existing platforms. Native content is a high-quality of content which you develop to execute your program. Directly speaking to the top tier Content Engine – one of the most talked about ideas right now is ‘native advertising’ and why it is so dynamic. Content Engine are starting to take a look at the impact these ads can have on their audiences and test their engagement through the use of this ad format. Content Engine are great to shoot, with the ability to connect with audiences and at the same time address the impressions and CTR. Think of this sort of content as a mix of native and video, where both are fluid and have a high engagement across the devices it is being viewed. It is more contextual, but is hyper targeted to what is relevant for the viewer. With this, we think native advertising can become a billion-dollar industry. The stats have shown that more than 85% of consumers report that video advertising leads to greater brand loyalty and 88% consumers agree that native advertisements are integrated into their content . The temptation to shift to new forms of programming

We have seen from the data and social data that social platforms have a major impact on the content marketers create. Because they have so much distribution power, it becomes very easy to gain a presence on the platform to drive engagement. Also from what Content Engine have seen, at least anecdotally, with this LinkedIn influencer program, with all the numbers and engagement metrics that have been revealed, it is clear that the investment has paid off. It is one thing to invest time and effort into creating great content for your content stack but it is hard to do so if your audience is not engaging with the content and campaigns that you create. Last year, Content Engine began working with the Pew Research Center and Change the Ratio on the ‘How to Shout’ campaign. Content Engine used Facebook ads, Instagram ads, YouTube ads, Kik ads, and it reached people engaged with the Pew research pages. We ran a campaign with Rev. Jesse Jackson, where his Content Engine went on Instagram to tweet content , using lenses and #RevSleep, to create stories about his life from past elections. Content Engine have a long list of others that have also reached incredible engagement with native and video ad formats, which is why we should see more of them see results.

What kind of content does your audience want to see and why is that? Content marketing in 2019, by the numbers Social Content Engine and SEO are very important for getting your brand content in front of your audience. According to Content Engine , the average time spent by an Instagram user on the platform is around 22 minutes a day and for Facebook users this is 23 minutes a day. And so, the time people spend reading and consuming content on social media is the majority of their time on their device. And while Content Engine have seen plenty of brands engage with this audience via platforms like Instagram and Facebook, some brands have recently gone a step further to engage via e-publishing, that is, investing in blogs, podcasts, and ebooks with top quality. One of the stories that you saw regarding Instagram is the e-reader platform from Honeycomb. Now, there have been many examples of the e-reader platform from different brands – a study published by Content Engine earlier this year showed that over 15% of consumers in the US will buy an e-reader device in the next five years. The possibilities are endless. Branded podcasts have become very popular as well. These podcasts are launched to connect to the podcast channel of the brand and help engage with the target audience. Another thing that we have seen is over 15% of survey respondents in the US consume audio content on a device other than an iPhone. Now, Content Engine know that the Econsultancy 2017 State of the Marketing Automation Apps and Channels survey got underway in late May and all its findings have started to see a huge increase in this already growing industry. Who is your target audience, what are they looking for and where are they already listening and reading?

At the moment this research does tell us a lot about the content being consumed and over time this will change but for now it is nice to know what your audience do and why they are consuming what they are consuming. Top Content Engine are investing in personalized content and brands with really great content are getting in front of their audiences and will continue to be ahead of the game. Watch the latest Content Engine Marketing documentary ‘How social feeds might end up looking like #therevolutionwillbeOTT’, get your copy here.

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