CONEX 2018 was a whirlwind of learning, networking and all things marketing and content. Launched in 2016 by content marketing tech company Uberflip, it has evolved into a well-respected marketing conference in no time. I was finally able to attend this year’s conference and the 2+ days of learning and fun provided a fresh perspective on why content is so important in marketing, and why we as marketers need to think differently – aka the Content Experience – when it comes to content marketing.
It wasn’t that long ago when the content marketing party first came to town that producing any kind of content was the name of the game. This then evolved into a focus on producing quality - professionally written and researched content. Today, it’s easy to argue that the game has been stepped up even further with the emphasis now on content your audience can readily engage with. It’s worthwhile exploring how and why this marketing phenomenon has occurred.
As 2017 comes to an end, one of the biggest challenges facing marketers in 2018 will be keeping up with the rapid change occurring in our industry. And while some are swayed to jump, sometimes blindly, on the proverbial bandwagon and adopt the latest marketing trend, many other marketers are realizing that some old tried and true tactics still work and hold true. Content marketing would be one of these.