Content marketing is becoming a dominant trend that will impact business operations and consumers. For operations, content marketing will be the primary marketing medium used, replacing traditional ads. It allows more effective multi-channel campaigns and easier measurement of ROI. Consumers now have more power to voice opinions and influence brands. To stay ahead, companies need a dedicated content marketing team that constantly engages audiences and creates timely, relevant content. They also require a data analytics team using web analytics to monitor outcomes, inform strategies, and measure success against competitors. Those who do not adopt content marketing risk losing market share.

1. 1. How this trend may change or impact the business landscape (operations and consumers)
The content marketing trend will impact the business landscape when it comes to operations and
consumers. In the operations side, content marketing will be the main medium that companies
will use to market. Content marketing is a tool that currently is replacing traditional marketing
mediums such as TV commercials, radios, newspapers, and billboards. The content marketing
trend is increasing because it is giving companies the ability to reach consumers quicker and
easier, which will lead the operations to be more effective. With content marketing, the
operations can use more than one medium at once to market their products (owned, paid, and
earned). Examples of content marketing mediums are social media platforms, websites, mobile
apps, and emails. Content marketing has made it easier for companies to measure and track the
ROI of their marketing campaigns due to the ability that it provides to obtain accurate numbers
for data analysis. In creating a marketing budget, more resources and money will be put towards
content marketing. Most companies currently are reluctant to change from old school marketing
techniques. As business and operations become more digital to cut cost, the need for content
marketing will increase, which will affect marketing budgets. Another way content marketing
impacts the operations is by reducing and at times eliminating the cost of doing extensive
research, using focus groups, and waiting for a great period to develop and present marketing
results. Content marketing can give instant confirmation on how the content is accepted by the
public. Knowing this information eliminates all assumptions and can help operational managers
and marketers be proactive and develop effective strategies to run the operations.
Content marketing also enhances the consumer buying experience and allows for the formation
of a relationship between the consumer and the company. With the use of content marketing,
consumers have the ability to interact with companies and create a personalized service that will

2. add value. Through content marketing, consumers have the power and authority to voice their
opinion about a company, brand, product, or service. Consumers have the opportunity to
persuade others to either like or dislike the product. Content marketing gives consumers the
upper hand because it forces companies to consider their opinion when marketing and
advertising a product.
2. Provide five (5) specific points as to how information regarding this trend is supported by
or contradicts course content.
1. Measurements-Content marketing is becoming an increasing trend in the
marketing industry due to the measurements that it can provide marketers. Content
marketing (owned, paid, earned), allows marketers the opportunity to get true
measurements of their digital marketing campaigns and helps in measuring ROI.
Measurements obtained via content marketing can set the foundation for digital analytics.
2. Digital Behavior/ Action-One of the goals of content marketing is to track and
analyze digital behavior in order to create digital actions. Examples of content marketing
behavior are user download, tweets, likes, post, and feedbacks. The data retrieved from
these behaviors can add validity and value when marketers seek information or are
researching ways to appeal to their targets. Digital behaviors of content marketing can
also help marketers in developing predictive analytics of consumers.
3. Content psychology -The purpose of content marketing is to engage with the
public and create contents that will appeal to the psychology of target markets. Content
marketing is all about placing the proper content at the right time via the proper channel.
The timing and placement of contents can affect consumer psychology and their buying
decision.

3. 4. Cross-channel analytics-Content marketing can be linked up to cross-channel
analytics. Content marketing reaches target markets through channels such as emails,
social media platforms, websites, and Mobil devices. Each of these channels can provide
analytics that will help marketers decide which channel is more efficient when creating
marketing campaigns.
5. Strategies and tactics implementation-Not only does content marketing provide
marketers with user info and perceptions, but it can help in developing strategies and
implementations. The data retrieved from content marketing outcomes can be put onto
dashboards and exported into reports. These reports contain accurate information that will
help in creating data driven decisions.
3. What will be needed to stay ahead of competitors (maintaining a competitive advantage)
In order to stay ahead of competitors when it comes to the content marketing trend, companies
need a content marketing team in place. The content marketing team should constantly engage
with the public, provide company and product updates, and create contents users can relate to.
Engaging regularly and creating timely contents will create awareness and help companies
maintain a competitive edge because the content team will learn about consumer’s needs and
wants.
In addition, companies need to have a data analytical team that utilizes web analytical tools in
order to obtain reliable data and monitor, track, interpret, and report on the content marketing
outcomes. Web analytical reports give visuals and can be a reliable tool when tweaking, creating
strategic marketing campaigns, or measuring success (ROI). Selecting a web analytical tool that
will fulfill the business needs and can provide industry and competitor content analysis will help
in maintaining a competitive advantage. Companies that do not jump on the content marketing

4. trend with a team that can create and measure content outcomes will eventually loose market
shares.