The growing internet trend that is keeping everyone constantly connected while devices are able to exchange information is known as Internet of Things (IoT). This technology has made products smart and efficient in a way that these devices can be used for marketing which was just an imagination in the near past.

IoT is believed to bring a new age content marketing as this technology changes the way content is created and consumed. The few possibilities how IoT can bring change in content marketing are:


A new type of content: IoT would help in the creation of new content for marketers as content marketing is believed to be more than blog posts and social media which could reach connected devices. Content for devices would need an evaluation of existing content strategies and needs new goals with new measurements. The art of intelligent content is needed by brands to make sure their content is formatted and adapted correctly by all devices. Increased connectivity would require a careful analysis of consumer expectations from brands that their devices could provide.

New content experience: You know that a good piece of content should be informative, inspiring, entertaining and unique. With the rise of IoT, content marketers need to focus now on experience. Marketing using consumer experience is not new as more and more brands are opting for this new strategy over traditional marketing. This type of marketing allows consumers to feel, which increases the chances of interest of consumers. IoT has forced content marketers to join the power of experiential marketing by forcing them to discover new types of engagements. Learning about audience habits and delivering according to their desires has become important in this modern competitive world. So many companies like Nike are going out of their way and focusing on innovative ideas and insightful initiatives.

Data-driven content: Connected world needs data that is engaging personalized experience which can be useful to other customers. If a real-time content is delivered to the right target audience in the correct context, it would help to increase engagement and thus lead to the success of a marketing strategy that involves content. IoT would help content marketers develop content that people wish to consume. For example – Smart fridges collect data about food preferred by owners, smart watches or bands help keep track of calories burnt by the owner in a day because of exercise habits. Content marketers need to analyze, process and interpret the data collected so that they can use it for developing new content. Required skill set for content marketing would be something related to data fluency and analytics.

Contextual content: IoT would help consumers and brands to interact with each other. Content markets need to analyze how this constant connectivity due to devices can affect their content strategy. A wide range of devices connected by IoT would mean that marketing will heavily depend on context. Smart content can automate conversation that deals with common questions of customer care. A tailored approach to content marketing can increase trust among consumers and build a new smarter relationship between brand and consumers.

Creating location-based content: Marketers can use location to provide relevant data for consumers, depending upon their preference. This type of marketing would allow personalization and relevance that benefits both brand and consumer.

IOT could soon show a significant shift in type and volume of content that markets need. Content needs to be smarter, flexible and personal.