Content marketing should be used for both pre-sales and post-sales communications, in addition to as an engaging resource for the target customer’s education and interest. A large part of a proper content marketing approach is often customer service. The processes both before and after the sale should be consistent, and that means your sales team needs to be on the same page as your content team. Sales should be using content assets, and the content team should be creating with the sales processes – and the customer’s place in those processes – in mind.
Here CMI lists some future trends it expects that will relate to SEO and content. They include the combination of SEO and content, engagement, hyperconnected mobile and local, voice search, and Artificial Intelligence / Machine Learning… These are all “happening” things right now… Using SEO to inform content and using content to build SEO just makes sense, though creating the content that needs to be created and then marketing it effectively can sometimes be better than trying to exploit trends. Yes, you should create content that is engaging, and you should engage with your prospects/clients. Local emphasis makes more sense for some purposes over others. While tapping on a touch screen or keypad is annoying, a bunch of people talking into their phones to use a voice search is even worse. Some AI & Machine Learning can be helpful, and while it is being pushed very strongly on various fronts, people don’t want it in their customer service experiences, and they likely would not be comfortable with content made by robots, which is essentially “fake content”… Just because it is “trendy” doesn’t mean it’s right. It could be a threat to what is right, though – so we should acknowledge it and react appropriately.