How does the future of content marketing look like

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Diana Serban is a Communication Specialist and Ph.D. in Communication Sciences. In 2018, she launched her content marketing agency, DMBC – The Media and Branded Company that operates from Bucharest, serving clients from France, Romania, and The Republic of Moldova. She aims to grow the agency even more and address the north-American market in the following 5 years.

Diana started working in content marketing 10 years ago when she landed her first job in a PR agency. Then, the idea of content marketing continued to appear in everything she did, showing her there was a lot of potential with this niche.

”At that point, I decided to launch my own content marketing agency that would offer services at a very different level from what I had seen in the market. This means we are not just writing texts. We are developing end-to-end branded media products: branded podcasts, branded magazines, both online and offline, including the branding strategy besides the actual content”, Diana says.

And going for content marketing was the right decision for her. She adds that in the past 2 years, this industry has grown a lot, reaching a true level of entertainment. This will happen in the future as well, because people need to get some value out of any type of content they consume, regardless if it’s informative, relaxing, or fun. Immersive content will gain a lot of power in the following years, she thinks and brands will start becoming more interested in communicating using Augmented Reality.

“I think that anything related to machine learning and natural language understanding will be a big plus for content marketing in the following 10 years. This is a topic I am constantly interested in, as a Communication Science researcher, and I will invest a considerable amount of time, together with a multidisciplinary research team, in creating an algorithm that could help us target specific feelings on a target audience, rather than the classical engagement KPIs. In 10 years from now, we might be able to develop content marketing-based communication campaigns that will make people feel inspired or motivated by a certain brand.”

Discovering a method that will work takes a lot of time and effort. Such a mechanism would involve many refined aspects of our lives, such as culture, personal background, a subject’s mood, etc. But Diana is optimistic, as there are scientific means to reach this end.

Back to basis

At this point in our interview, we wanted to take a step back and take a closer look at what is the basis of quality content writing, especially when developing content for a website.

“The most important things are the needs of the people who will visit the website. I personally believe that the homepage should have the biggest conversion rate. This is your elevator pitch. If a potential client accesses the website and doesn’t quickly understand why they should work with you, you lose them.

This is why I recommend all my clients to have a marketing strategy in place when they develop their websites. When I write content, I follow my clients’ marketing goals. My team and I think exactly like a sales team when we create web content – we define the needs our clients’ services meet and build around those”, Diana adds.

Creating valuable content, constantly, requires hard work, skills, and any help a content marketer can get through specialized tools. Diana recommends using tools that can give an understanding of what people are looking for on the internet.

“Based on what people are looking for, we build our content, so we are using tools such as answerthepublic.com, Google Search Console, and Google Analytics.”

Collaboration and boundaries

As a content marketing agency owner, Diana has developed collaboration processes with her team and her clients. We wanted to know what works and what failed to pay results:

Our work processes are entirely digital. We have internal procedures and our own CRM where anyone can see the status of a certain project. We have a project manager that coordinates every project and keeps a close relationship with the client. On the other hand, what doesn’t work is the lack of boundaries. Things can escalate negatively fast when there’s room for interpretation.”

Next steps

Finally, to end our interview, we wanted to learn more about Diana and her team’s plans.

“In the following years, we want to double the size of our team, from 10 to 20 people, to grow our employer brand and to start scaling our communication through our own digital solution. I believe in small steps and things done thoroughly. And these are the things that helped us grow more than 100% in the past 4 years” Diana concluded.

You can learn more about Diana Serban on LinkedIn. Check out her agency, DMBC on their website and listen to their marketing podcast on YouTube.

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