The Rise of Content Marketing Managers in the USA's Digital Age

to and have to execute marketing activities to satisfy consumer requirements. In this era of information-driven era, customers request for factual and useful information to aid them in decision making process. The art and science about content marketing is sharing valuable information with target audience. Customers today are smart and intelligent. They know they have the rights to choose what information to receive, in what kind of format that information 

is in and whether to believe the content (Hipwell & Reeves, 2013). Most customers are tuned in and connected to the digital world all day because they are able to access to internet using their computers, laptops and mobile phones. Consumption of content online is becoming a common habit among online users. Based on a survey, approximately 48% of users age 

from who own a Facebook account confessed that, logging on to their social media site is the first thing they do when they wake up. Besides, there are also audience who prefer other channels such as print media, television, radio, billboards and many more. This 24 hours audience expect to be answered and entertained 24/7. Therefore, companies are heavily engaged in presenting latest information on various marketing channels to feed the curiosity 

Content marketing is different from advertising

it is more to storytelling rather than bravado. In another word, a firm advertises if it wants to tell the world that it is a rock star, but if it wants to show and prove why it is one, have great contents (Solomon, 2013). Following are the ways content marketing can be implemented to achieve effective marketing strategy. Localization Most multinational companies (MNCs) involve in content marketing and they focus on adapting their message to target the right 

audience when doing business globally (Content Marketing World looks at the significance of linguistics in brand strategy, 2014). It is important for marketers to alter the contents to a way that they are culturally relevant and at the same time ensuring contents to be appropriate and accurate to maintain a consistent brand image. There are three main components in 

managing global content, which are people, company processes and system. All branches in different countries have to make all three to work together in order to create a clear and uncluttered brand image in each foreign office. Localization always helps MNCs to survive and turn fruitful in countries other than home country. This is due to the difference in cultures, 

Customers’ values and views Therefore

it is almost impossible to use same standards and strategies in different countries. Pierce states that having standards that people do not agree is a much bigger problem than not having enough standards (Content Marketing World looks at the significance of linguistics in brand strategy, 2014). Localization and translation makes content effective for respective market and culture. The importance of having localized content is to make certain that 

message is in the language and form that local customers can understand (Kutlu, 2008). Beninatto says brands cannot assume that “this is us in the United States” and bring the same idea to another country (Content Marketing World looks at the significance of linguistics in brand strategy, 2014). The brands that have this thought are bound to failThere are a 

growing number of customers who expect to have personalized customer experiences that reflects personal needs, attitudes and situations (Light, 2014). Customers want to be treated well as individuals and want to feel they belong to a group. This is called a need for “inclusive individuality”. They look for the feelings of independent and interdependent at the same time. 

They want to feel respected as individuals 

and they want to possess this feeling with a group of people. They do not wish to feel like they are the odd ones in the community. With the help of digital technology, content marketers have the ability to fulfill their needs for “inclusive individuality”. Marketers are capable of creating personalized contents that are relevant to each and every consumer. On the other hand, consumers enjoy the privilege to individualize their experience and then share it with 

the communities they belong to regardless of geographical locations because people all around the world are connected on the internet. The changing consumer behavior stimulates content marketers to come up with modern marketing strategies to cater to the needs of both individuality and inclusiveness. Marketers carry out content marketing online to better 

personalize contents for consumers. Customers visit social media sites constantly to obtain valuable, relevant and up-to-date contents such as articles, videos, blog posts and more. They simultaneously seek for quality and personalized experience during the viewing of content on the internet (Seymour, 2014). They are given the options to respond to these contents individually and privately, and share them to other members with common interest. 

Conclusion

Digital allows marketers to create rich, attractive contents. Therefore, consumers’ heavy engagement in internet is beneficial for organizations. It is easier to influence perception and behavior of an engaged audience compared to those who do not pay attention to the content. As the market evolves, a standardized, inflexible brand message can no longer affect customers because customers realize they are unique individuals with distinct demands. 

Personalized message makes a firm to stand out from numerous competitors in the market since the content is relevant to the audience (O'Reilly, 2014). Global brands used to implement standardized content to promote brands. However as time passes, consumers enter the age of inclusive individuality. This causes marketers to work past the challenges of the global, regional, personalized marketing. A personalized message helps firms to reach 

quality target audience. A good example of multinational company that successfully deliver personalized message to consumers is Coca Cola. Coke Zero organized an event on social media sites which called “my favorite dance moves” that fits inclusive individuality (Hussain, 2013). When customers sense familiarity, they rely on the brands. When customers feel 

respected as individuals, they become loyal to the brands. Consumers will form deeper relationships with a brand if they receive personalized, relevant and valuable information. Loyal customers who are passionateOne of the success indicators of content marketing is for the content marketing message to go viral. An article or video posted by a company is