Something that impacted all marketers in the past year is GDPR – it would be difficult to examine the marketing landscape and not discuss the huge changes this caused. Introduced last May, this huge shift in data processing and holding shook up the way marketers were able to contact their audience. And it’s true impact really shows when we look at the aims of marketers across the content marketing landscape.
While ‘brand lift’ stayed the same at 34% compared to last year, it was pushed out of the top three by Subscriber Growth with 62%.
It appears as though marketing professionals are looking to provide more and more value to those contacts already engaged with their brand. They value this over general brand engagement, and this is likely due to the widespread awareness of GDPR. Since many brands lost the ability to contact droves of people in their database, it appears the focus has shifted to growing that smaller pot of engaged individuals.
This result highlights the importance of channels such as ABM, Conversation Mapping, and general content marketing, where delivering valuable content to an engaged audience is an important step in order to grow subscribers. By building brand trust and supplying your consumers with content to answer their micro-moments, they start to create a personal affinity with your business.
