Jump to main content
Quick send CV Upload a brief

EMR & The Knowledge Engineers Roundtable - How brands can maximise their content marketing

As content marketing becomes an increasingly, crucial element of a business’ marketing strategy, there are a number of identifiable shifts occurring and it is time for companies to assess whether they are keeping up with these changes.

Together with The Knowledge Engineers, EMR recently hosted a roundtable event to address these issues with a select group of senior marketing and content professionals from a variety of industries.

Niall McKinney, CEO & Founder of The Knowledge Engineers, posed several questions to the group surrounding the difficulties encountered and the level of strategy that was involved when it came to content marketing. As the discussion progressed, a number of key trends emerged. 

Few hands were raised when Niall asked how many marketing teams had a well-documented content strategy in place. This was possibly due to differing opinions on what constitutes a “documented” strategy. Content strategy is often incorporated into the broader marketing strategy or is considered a part of social media marketing. This suggests marketers are creating content that’s not necessarily documented or recognised as such. 

This raised the question as to how critical it is to have content experts outside of the broader marketing function. While the types of content might be familiar, it’s how and where it’s being consumed that is undergoing a massive shift. With the growing number of social platforms available, content marketing is becoming increasingly mobile. The pressure on brands is not only to be constantly relevant, but also to engage with audiences in a new immersive way. Modern audiences demand an interactive element to their media consumption. 

Storytelling was highlighted by the roundtable discussion as particularly crucial to today’s consumers. This level of craft is why many businesses outsource to third parties such as content agencies. However, the concern when using agencies is that by nature, they don’t know the business as well as anyone in-house and the brand’s identity may be lost. A variety of strategies are applied by businesses to remedy this. One popular solution involves looking to media professionals such as journalists or even radio producers that are experts when it comes to storytelling and bringing these specialists in-house to work alongside the subject matter experts.

Whether a business is looking to bring on board an agency or keep content creation in-house, establishing the purpose of your campaign is paramount. What do you want your audience to feel? What action do you want them to take from the interaction / experience? Whether it’s direct to purchase; continuing along their content journey; or interacting in a way that turns your customers into your marketers (what Google term “Hero” content), this journey needs to be established from the outset. Content needs to be planned thoroughly and keep up with audience expectations of interactivity and engagement. Don’t just bombard your audience for the sake of KPIs.

What’s more, content needs to be targeted. For larger businesses, whose content is produced at a global level, there are challenges ensuring that the content remains relevant for the local market. Recognising and identifying your audience and tailoring both the platforms used and the content itself accordingly is essential for success. There was unanimous agreement around the table that content is pointless if it’s not pertinent to your market. 

When it comes to understanding your audience, a lot can be learned from insight and analytics. Insight is a key driver when it comes to product development so why not implement the same knowledge into content strategy? A greater level of conversation between analytics and those creating the content will mean data driven content with greater depth of quality and smarter choices when choosing platforms. 

The session highlighted that there are challenges faced by all when it comes to content marketing, whether it be across B2B or Consumer facing industries. Evidently, there is a complexity of craft involved in content creation and execution and it is important not to underestimate these skills. Whether in-house or outsourced, the requirement for content specialists is on the rise. Content marketing needs to be a collaborative venture between client and agency; broader marketers and storytellers; analytics & content creators. With formalised strategies in place and a sound understanding of the relevant market, businesses will better positioned to keep up with the constantly evolving landscape.

 
List #1

Related posts

Salary Survey & Trend Report 2024

Teaser

Salary & Market Trend Guide

Content Type

Downloads

Publish date

06/18/2024

Summary

Introducing our Salary & Market Trend Report for 2024/2025 - the ultimate resource for employers and candidates navigating the dynamic job market and evolving career landscape.Uncover how to future-pr

Teaser

Access our latest benchmarking guide for 2024 for marketing, digital and communications professionals. Access our overview of key industry trends this year.

Read more
The Rise of TikTok Shop: Influencer Marketing, Social Media Selling, and the Retail Revolution

Teaser

Industry news

Content Type

Articles

Publish date

06/03/2024

Summary

TikTok has emerged as a game-changer in digital marketing. Its short-form videos and vast user base offer brands a unique opportunity to engage with consumers. One of the most significant developmen

Teaser

TikTok has emerged as a game-changer in digital marketing. Its short-form videos and vast user base offer brands a unique opportunity to engage with consumers. One of the most significant developments in this space is the arrival of TikTok Shop, which enables users to purchase products directly within the app. Coupled with the rise of influencer marketing, TikTok Shop is revolutionising the retail industry.

Read more
Balancing Speed and Quality in Tech Development
Balancing Speed and Quality in Tech Development

Teaser

Discipline expertise

Content Type

Articles

Publish date

05/28/2024

Summary

The need for speed and quality often seem at odds in the technology development sector. The rapid pace of innovation necessary to remain competitive can undercut the meticulous attention to detail r

Teaser

Read more
How to Become a Great Marketing Leader through Self-Discovery?

Teaser

Career advice

Content Type

Articles

Publish date

05/22/2024

Summary

Marketing and Communications Leader Series Episode 5: Jen Barham Welcome back to EMR's Marketing & Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior m

Teaser

In this EMR podcast, Jen Barham, talks about the power of self-discovery, self-awareness, resilience, and authenticity for effective marketing leadership.

Read more
How to Advance Your Career in Communications Leadership?

Teaser

Career advice

Content Type

Articles

Publish date

05/20/2024

Summary

Marketing and Communications Leader Series Episode 4: Dominic Elliott Welcome back to EMR's Marketing and Communications Leader Series podcast, where we dive deep into the journeys of exceptional seni

Teaser

In this EMR podcast, get actionable advice from Dominic Elliott on how to advance your career in communications and be successful in a leadership position.

Read more
How to Leverage Your Diverse Experience in a Marketing Leadership Career?

Teaser

Career advice

Content Type

Articles

Publish date

05/14/2024

Summary

Marketing & Communications Leader Series Podcast Welcome back to EMR's Marketing and Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior marketing and c

Teaser

In this EMR podcast, uncover career insights and tips from Noreen Biddle Shah, Chief Marketing & Comms Officer, as she shares her leadership journey.

Read more
Digital Marketing 2022
Why Is This The Year to Kickstart Your Digital Marketing Career?

Teaser

Career advice

Content Type

Articles

Publish date

05/13/2024

Summary

Over the last few years, we're seeing a significant change in the landscape of the marketing sector, pushing brands to adapt and implement new ways of advertising. This shift has ushered us into a new

Teaser

From the growing demand for digital skills to the opportunities for career growth and fulfilment, learn why this is the year to pursue a career in digital marketing.

Read more
How to Navigate a Marketing Career: From a Junior Role to a Director

Teaser

Discipline expertise

Content Type

Articles

Publish date

05/10/2024

Summary

The Marketing & Communications Leader Series Podcast Welcome back to EMR's Marketing and Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior marketing

Teaser

In this EMR's podcast, we ask Emma Hill, Brand & Marketing Director, about the skills, experience and critical factors for success as a senior marketing leader.

Read more
The Latest Marketing & Digital Recruitment Trends
The Evolution of Client Expectations in Recruitment

Teaser

Industry news

Content Type

Articles

Publish date

05/08/2024

Summary

The recruitment industry has experienced seismic shifts in the last few decades. With technological advances and changes in the workforce landscape, client expectations have evolved significan

Teaser

The recruitment industry has experienced seismic shifts in the last few decades. With technological advances and changes in the workforce landscape, client expectations have evolved significantly.

Read more
EMR Building a Successful Career in Communications
Building a Successful Career in Communications

Teaser

Career advice

Content Type

Articles

Publish date

05/08/2024

Summary

EMR is uniquely positioned to understand the transformative nature of communications in the marketing industry. In this dynamic field, roles in communications are constantly evolving. The underlying f

Teaser

EMR is uniquely positioned to understand the transformative nature of communications in the marketing industry. In this dynamic field, roles in communications are constantly evolving.

Read more
View more