Ways how IOT devices will transform content marketing
12th June 2019

Ways how IOT devices will transform content marketing

Content is King

Microsoft founder Bill Gates, in an essay he wrote in 1996, said ‘content is king’. This statement is of paramount importance even today. Organisations around the world have have learned it the hard way that strong and relevant content is the only way to win.

Content marketing is the creation and sharing of online content with a view to providing value to the customers. It takes a long time to build a loyal community revolving around a particular topic or a cause.

It’s crucial to understand that content marketing is a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.

IoT in the new age

IoT, or Internet of Things, in simple words is taking all the ‘things’ in the world and connecting them to the internet. The laptops we work on, that can be connected to the internet through wifi, is an example of IoT. Similarly, in today’s age, our ACs, Fridges, Shoes, Watches are all connected to the internet.

Use of IoT has made these products ‘smart’. The Google Assistant, Amazon’s Alexa are examples of these products are on the verge of changing how we search for information.

The shift to smart products and devices will transform marketing in many ways; one of the biggest impacts will be on content, everything from how pieces are distributed to what is consumed.

Here are some ways how IoT will transform content marketing

  • Voice Search

    Voice Search

    Google Assistant, Siri and Amazon’s Alexa has taken the search world by storm.

    As many as 20% of all voice searches contained in the Google App are carried out by voice with the launch of good remotes and good audio system, the numbers of IoT gadgets is only going to extend.

    It’s argued that almost 50% of searches are going to be voice searches by the top of this decade.

    This is a vital change because typed searches and voice searches shouldn’t be identical. This is something that the content material entrepreneurs should look out for.

    Unlike normal searches, voice searches are much longer and they additionally embody natural-language components.

    So, briefly, all the prevailing search engine optimization methods might want to endure an entire makeover, and it might want addition of some new options to make voice searches smoother and more practical.

  • New Avenues for content

    New Avenues for content

    Content consumption are bound to experience new developments and change the landscape of the industry. This may change regular pattern of customer engagement; at the same time, they may also make way for new buyer behavioral patterns.

    This may indicate higher engagement of the customers with this new content. New content consumption opportunities will be triggered by these new-age IoT devices.

    For example, you can food recipes on the spot with the help of internet connected refrigerators.

    HubSpot recently reported that Diageo, a beverage distribution business, had used the IoT technology to strengthen the bond between children and fathers on the occasion of Father’s Day.

    The company embedded IoT sensors on 100,000 whiskey bottles which could be sent as gifts to fathers from their kids. When the fathers connected to the Internet, they were provided with personalized videos from their children. This marketing campaign led to a 72% hike in sales in the fortnight leading to Father’s Day.

  • Content with Augmented Reality

    Content with Augmented Reality

    In Augmented Reality, the real world around us is enhanced by computer generated graphics. It is an interactive experience of the real world.

    Content marketing is also expected to augment reality now. Virtual Reality may have been the buzzword till recently, but now augmented reality has centre stage.

    This technology is more mature and content creators are making a beeline for this. It is believed that the Augmented Reality or AR market will grow up to $60.5 billion by another 5 years.

    Today, both Google and IKEA are delivering advanced AR experiences for customers through their smartphones.

    Burger King launched a campaign against their rivals McDonalds. In the campaign, the people who had the Burger King mobile app can point their camera towards a poster of McDonalds burger, and the poster will burn in the mobile app. This was done using AR. Burger King showed superiority over its competitor by producing innovative content through AR.

    The next natural step would be delivering AR to other IoT devices. This blend of AR and IoT will bring many variations for content makers.

    For example, it would mean layering various information like prices, explanation videos, social comments, and ratings onto real life.

    Content, in all its forms, is not going to be separate but will be integrated.

  • Contextual Targeting will be key

    Contextual Targeting will be key

    One of the biggest challenges that content creators will face with IoT devices is that consumers’ patience for content that isn’t relevant will become even lower.

    People can skim past content on web pages or mobile apps, but that will be much harder to do when looking at smart objects such as voice assistants and shower curtains.

    This will make good contextual targeting more important than ever. The right piece of content presented in the right place to the right customer at the right time will be everything.

    However, if one of those elements is wrong, consumers will not be very forgiving. To ensure that content delivery is optimized, firms will have to become even more sophisticated in their data collection and utilization.

You have to optimize your content if you want to win in the future. Only optimizing content for search is not a viable strategy anymore. This paradigm shift will have an adverse effect on the organizations that don’t adopt to this change.

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