How will IoT change content marketing

The IoT market is growing at an explosive pace. Gartner expects that there will be 20.4 billion IoT devices by 2020. In 2016, global spending on IoT in all markets rose to 737 million. billion USD. According to IDC, this number will reach 1,200 billion USD by 2020.

Marketing is an area where many may not think that IoT has an impact. Content marketers can also harness the power of connected devices and the data they provide to create more robust campaigns.

Content marketing has reached the saturation point. In 2019, nearly 88% of US B2B companies will use digital content marketing. It can be difficult to stand out when so many brands create content daily. Here's how data from IoT devices can help marketers overcome noise in a saturated content landscape.

The opportunities that IoT offers to content marketers.

Data has become essential to content marketing. That's why the IoT will have such a huge impact. As the number of connected devices increases, the amount of consumption data also increases. Devices collect user information that can then help marketers understand their customers more accurately and create better experiences.

For example, connected pillows have sensors that can track sleep data and provide the corresponding brand with information about users' sleep patterns. This data can help the company create more personalized campaigns, increasing their competitive advantage by giving customers a more personal experience. If a user snores, marketers can offer him options to help stop storing, for example. Offering an experience rather than content, called experiential marketing, creates a new kind of engagement between businesses and consumers.

Connected devices offer marketers the ability to send content directly to the consumer, eliminating competition and distraction from other content. For example, when a consumer buys a connected pillow, he will receive content based on the pillow data on his mobile device.

Companies can segment and target different groups of people. For example, the company may choose to provide one type of content to all connected pillows, while offering a completely different experience to fluffy pillows. The two pillows offer different experiences. Businesses can therefore exchange content between the two types of pillows in order to offer consumers a new experience.

The collection and use of advanced data will help content teams deliver optimal content. For example, marketers can broadcast content in real time in case of an emergency or important update for a particular audience. Marketers can also answer the most frequently asked questions in customer service to create content that initiates related conversations.

Marketers can leverage the data generated by IoT devices in many ways. By understanding when, where and how customers use their products, they can offer stronger, more personalized experiences. The IoT can produce information that leads to product improvements, which marketers can implement during campaigns. It's a good idea for teams to have an existing content marketing platform to better understand the performance of the content.

The challenges of implementing IoT for marketers.

Although IoT offers many exciting opportunities, marketers should keep in mind a few points when developing their content strategy.

Mastery of the data.

It will be important for all content marketers to learn how to process, analyze and interpret data to apply to their content. Data and analytics expertise can be a required skill for content marketers in the future. Marketers must also ensure that they have the analytical tools they need to interpret the data. While marketers are becoming more proficient, more and more data scientists will join marketing teams to harness the potential of IoT.

Contextual targeting.

One of the biggest challenges for content marketers will be providing relevant content at the right time. While it's easy for consumers to overwrite the content of websites and mobile apps, it will prove more difficult for smart objects. As a result, consumers will develop an even lower tolerance for content they do not consider relevant. Marketers will need to nail contextual content by providing the right information in the right place at the right time.

Increase in voice search.

By 2020, 50% of consumers will interact with voice-activated technology. Online search behavior is changing rapidly. In the era of IoT, it is critical that marketers begin to optimize their content for voice and virtual search assistants. Voice searches differ from online searches – they are often longer and use more question-like expressions. Content creators will need to change their approach and update existing SEO tactics so that consumers are more likely to find their content.

Extensive use for IoT in content marketing.

As the number of connected devices increases, marketers can harness the surge of consumer data to create compelling content. Besides the potential of the IoT, there are some challenges. To overcome these barriers, marketers will need to master the data, create relevant content, and optimize voice search. If they can leverage IoT device data while integrating these elements, they will build customer trust and loyalty and strengthen the relationship between brands and consumers.

Nora Leary

Nora Leary


Nora Leary is the co-founder of Launchway Media, a digital marketing company that works with startups and SMEs in high-tech industries.