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It wasn’t that long ago when the content marketing party first came to town that producing any kind of content was the name of the game. This then evolved into a focus on producing quality - professionally written and researched content. Today, it’s easy to argue that the game has been stepped up even further with the emphasis now on content your audience can readily engage with. It’s worthwhile exploring how and why this marketing phenomenon has occurred.

As 2017 comes to an end, one of the biggest challenges facing marketers in 2018 will be keeping up with the rapid change occurring in our industry. And while some are swayed to jump, sometimes blindly, on the proverbial bandwagon and adopt the latest marketing trend, many other marketers are realizing that some old tried and true tactics still work and hold true. Content marketing would be one of these.

Marketing personalization has been an aspiration of marketers for many years, about as long as the internet has been around. Back then the benefits were obvious however the challenges were equally immense. Gaining access to pertinent data that would facilitate decision-making has always been the biggest issue in making this a reality.