Increased emphasis on personal privacy, particularly with changes to Apple’s Identifier for Advertisers and the probability of cookie-less browsers soon, could increase the need for content marketing.
Content marketing is already popular. This is especially true for B2B, where manufacturers, wholesalers, and even software companies use articles, whitepapers, videos, and similar to attract, engage, and retain customers.
Retailers, too, use content marketing. For them, it is often a way to lessen their dependence on advertising or a means to win organic-search battles for important keyword phrases.
Content marketing could become even more important due to forthcoming privacy-related changes that make it more difficult for B2B and B2C businesses to target specific customers with ads that run across platforms, applications, and websites.
In the past, the iPhone’s operating system would automatically provide each installed app with a unique Identifier for Advertisers (IDFA) that could be added to a third-party identity graph, making it possible to track and advertise to a shopper across devices and platforms and enabling lookalike targeting. This will be changing in 2021 when users must opt in to enable such tracking.