What challenges face content marketers in 2020?
A thirst for content – however it comes, whatever it does – has got us into some bad habits. The word ‘content’ is so loose in meaning, it can become almost anything. As such, in the hands of an organisation desperately seeking another sales avenue, it becomes a vehicle to bombard customers with clumsy pitches, poorly disguised as useful information.
If the roundtable discussion recently held here at Zone is anything to go by, times are changing. Thanks to savvy content creators and marketeers who value the views of their customers as much as their internal stakeholders, content is becoming increasingly ‘audience-first’, with more attention being paid to the needs of reader, watcher or listener than ever before.
This report provides an overview of what was discussed and begins to unpick the issues and challenges facing content marketeers in 2020.