Confab 2019: The Power of Content Strategy

With the digital marketing sector nearing a $200 billion dollar industry, content has never been more integral to a brand’s success. Our digital experience team attended Confab, the annual content conference, to learn about the top trends and tips from some of the industry’s best. Dozens of global speakers presented on a variety of topics centered around content strategy, honing in on how to leverage design, analytics and governance to create useful content across multiple digital channels. Here are some of the top takeaways to integrate into your digital content strategy:

Email newsletters are more relevant than ever.

With the explosion of social media, brands have shifted their digital communication efforts to these channels, believing it’s the easiest way to convert a user to a prospect. The reality is, email still has the highest ROI of any channel, at 36%. Through maintaining a regular digital newsletter, marketers have the chance to control their company’s message and bridge the gaps in communications with both internal and external audiences. As Product Editor-in-Chief of Hubspot, Beth Dunn said, “Newsletters make great Trojan horses: perfect for conveying your voice in your organization.”

Data is more than just an afterthought, it decides your future.

One of the key messages stressed throughout Confab is the importance of utilizing your data to its fullest potential to drive future decisions and realistic ROIs. Many companies base their decisions on industry trends instead of following what their data is showing them. When creating compelling content, it’s essential marketers are getting the most accurate analysis of user interaction. Seeing where consumers gravitate on a digital channel is a great way to gage what people are interested in knowing more about. The data is telling you a unique story about what your users are looking for and want from you next. All you need to do is listen to it.

Inclusive user experience is the most important experience.

Accessibility isn’t an option, it’s mandatory through the digital implementation process. Often companies forget about inclusive content, but that audience is critical. The total of after-tax disposable income for working-age disabled people is about $490 billion. That’s why having a digital experience that meets Web Content Accessibility Guidelines (WCAG) is critical in not only creating a seamless user experience, but in bringing ample opportunity for new users to interact with a company’s information.