HOW HAS THE ROLE OF THE CONTENT MARKETER CHANGED IN RECENT YEARS, AND HOW DO YOU SEE IT EVOLVING IN THE FUTURE?
The content marketer has to be a trend forecaster, a creative thinker, have an analytical mind and be more tech savvy. Content marketing isn’t solely about the creative perspective, it’s also about data and insights so the future is about the coming together of art and science in a way we haven’t seen before, so the content marketer of the future will have to be skilled in both areas.
THERE ARE 27 MILLION PIECES OF CONTENT CREATED EVERY SINGLE DAY; ONLY 1% OF ALL CONTENT GOING VIRAL. WHY DO YOU THINK THIS IS HAPPENING?
27 million pieces of content is a lot. People can only consume and engage with a certain amount so it’s not surprising only .1% goes viral. There is also an issue around quality. Data needs to be harnessed to ensure your content is relevant to your audience; however content is still a piece creative work and should be treated the same way. Creativity is not a science, and focusing solely on data will never lead you anywhere new, all it will do is tell you what consumers want now, not what they might want in the future. As we know, consumers don’t know what they want, so it’s our job to use our technological and creative expertise to bring them something new and exciting that we know they will engage with.
WHAT SHOULD CONTENT MARKETERS BE DOING TO GET THEIR CONTENT NOTICED, AMONGST ALL THE NOISE IN THE DIGITAL SPACE AT THE MOMENT?
Be brave. Take risks and don’t be afraid to fail. The worst thing that can happen is that you fail and no-one sees it, in which case you will have learnt something. Most importantly take ownership – and above all avoid listicles!
WHERE DOES IRELAND’S CONTENT MARKETING STAND WHEN COMPARED TO OTHER COUNTRIES IE UK, US, AUS?
We are lacking the same level of investment in terms of people. Luckily we are seeing a turnaround of late where content is seen as a valuable marketing tool and is being pushed to the top of the agenda.
AND FINALLY, WHAT IS ONE LESSON YOU HAVE LEARNED IN YOUR CAREER TO DATE?
No matter where tech takes us, there is no substitute for creative thinking.