31 minutes | Mar 6th 2020

The Future of Content Marketing | Podcast S02E07

As we find ourselves now in the year 2020, we begin to observe speculation of trends and its feasibility in the realm of content marketing. Chatters about the rise of Tik Tok and its potential to override Instagram has proven to date that it’s not happening (just yet!). Perhaps the prediction of Facebook and its death isn’t too far off from reality, but we can notice that most businesses are beginning to experiment with different tactics, expanding their knowledge on how to optimize their core communications channels while keeping up to date with technology advancements and more importantly, how their target audience are beginning to shirt and respond differently. 

How can a brand ensure that they are able to create a relevant key message that will get across in a big, big digital world? On this episode, we reflect and begin to look at the future and what it holds for brands and their content strategy. After speaking to a series of global experts ranging from brand strategists to agency leads to copywriters and brand communications specialists – we realize that everyone had discovered their own method and strategies that are highly contextual depending on product, service, culture, and location. Led by Wavemakers founders, Nadzirah Hashim and Rachel Lai, tune in and join us on a contemplative meets analytical journey where we talk about the future of content marketing from 2020 and beyond. 

“Brands are analyzing our private lives, everything is tap-able but with the intention of wanting to create more purposeful content for consumers”

Yes, it’s true. Data has been misused and we understand that it gets a little concerning as users. Platforms are compiling your ‘interest’ and ‘behaviour.’ As marketers, we know that part of our jobs is to tap into that information to analyze how we can support brands to create content that is more meaningful, not misrepresented. Instead of seeing technology as an invasion, one begins to see the power of technology to fulfill its mission and serve better. 

“The beauty about software is that they have a more advanced capability of scraping millions of data that a human can’t do within a short period of time”

Being more sophisticated in our ways of communicating in key here. We don’t want empty discussions, but we see that brands are trying to strengthen their tribes by being more conscious. Relevance is important in this day and age, and you can’t just create content for the sake of creating with no basis or justification. By humanizing the brand, they are able to build a stronger bridge that transmits content that engages. This is why technology will be used at an advantage for humanity in making sure their priorities are valued and that their interest matters. 

“Despite modern tools, the FEELS still matters. We are not speaking to robots.”

There’s a reason why we look into the customer journey and remember – this is not possible if you don’t know WHO your customers are. With the help of tools like social listening or Quora or google analytics, brands have easy access to their consumers and if they were to combine intellect and intuition, they will know how to use data as a foundation but to enhance their hypothesis by using emotional intelligence. Without this perspective, GOOD content will not be possible. It’s one thing to create content that is geared towards success, but there are other elements that are not measurable (this is where qualitative surveys come in!). No matter how advanced we get with technology, it will never be 100% successful in taking over the power of empathy. Let’s just say – real, face to face conversations will never go out of trend.



Don’t skip this bit. 

  • The trendiest things that drive people behaviour is a great way for brands to research and observe how content can mobilize people.
  • Marketers who don’t have a giant budget need to be brave enough to experiment. Testing different campaigns to see what works/does not.
  • There’s no secret recipe to what makes content viral. Most times, viral trends don’t make sense.
  • The challenge these days is to simplify, and as a marketer, it’s important to niche it out and create multiple campaigns, breaking down your giant key messages into bite-sized information that caters to your target audience


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