The ninth CMCX content marketing conference took place in Munich this week parallel to Internet World . The event showed how the industry is becoming more professional.
The CMCX took place for the ninth time this year as a content marketing conference as part of Internet World in Munich – and once again significantly upgraded the Internet fair, which has been characterized by ups and downs in recent years. Around 5,000 experts and interested parties on the subject of content marketing found their way to the Munich exhibition center this year – certainly a success in view of the not small number of competing events in this environment.
If you look into the future of the relatively young discipline, it became clear that content marketing will soon no longer be done only by people, but will also have a lot to do with bots, avatars and holograms. Michael Schmidtke, Director Digital Communications at Bosch, explained that the group, which among other things stands for household appliances, is already experimenting with bots in the context of IoT applications. But Schmidtke warned against too much optimism and pointed out that in the future the bot platforms will only be as good as the insights with which we feed them. “There is still a long way to go before the chatbot can be taken seriously, but I believe that bots can play a more important role in marketing and customer communication in the future.”
There is no silver bullet for success in content marketing
Overall, the moderators and speakers made it clear that content marketing is by no means just a thing for B2C applications. But the difference lies in the form of consumption: While social channels play a central role in end customer applications, B2B communication is more based on specialist articles and white papers – social media is only in demand as a catalyst there. At the same time, it also shows that measurability and comparability are often a challenge that only some of the companies have so far been able to meet.
In general, content marketing depends on addressing target groups – several of the speakers emphasized that there are no patent remedies for this. René Kühn, organizer of the CMCX, emphasized in the final panel a focus on ROI and efficiency issues: “You need the right content, but also the question of how it can be used in particular to generate a profit for the company.” Even if and precisely because the amount of content is available, strategic considerations are increasingly important. The problem of data silos arises again and again, especially in the area of tension between owned and earned media.
Content marketing is becoming more number-driven
Svenja Teichmann (Crowdmedia) advises “to do things first and just try things out”, without losing sight of the proof of concept. Especially in the corporate environment, you have to prove faster and faster that such a content commitment is beneficial. “Testing, measuring and optimizing, that’s what matters.” But content marketing is also in the crossfire of criticism: for clickbait content and for corporate content that is either simply wrong or at least of insufficient quality. It is about producing better and more relevant content that “doesn’t ruin the topic”. Everyone can ask themselves whether their personal content marketing on channels like Twitter or Instagram is relevant, whether it is really important, for example,
There is no doubt: the discipline of content marketing is in a state of upheaval, at least it is questioning itself at this conference. René Kühn sums it up like this: “It’s about creativity and processes, but also about the use of appropriate technology. Content marketing is becoming increasingly individual and personal, which means that companies are increasingly thinking in terms of content and only secondarily thinking about the channel through which it is sent. “