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Content Marketing Predictions
 

Content Marketing Predictions

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Over 100 of the smartest marketing people on the planet give their...

Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more

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Content Marketing Predictions Content Marketing Predictions Presentation Transcript

  • Social Media & Content Marketing Predictions For 2011
  • Our 2009 predictions saw more than 40 experts come to the table with their magic eight balls. Last year, over 70 of the leading social media and content marketing experts looked into the mirror. Some were right, while others were, let’s say, a bit off the mark. This year, well over 100 thought leaders seek out the truth for 2011. My sincere thanks to each of them.  As you’ll see, Facebook, gamification, brands as media and content strategy all play their part. Even a few daredevils believe that print may, in fact, show its face again in 2011. Who knows where the real truth will rest? Hats off to this year’s speediest sorcerer Paul Roetzer from PR 20/20 who submitted his Joe Pulizzi prediction within minutes of my initial blog post. Content Marketing Institute Thanks for joining us on this ride into 2011 and beyond. Enjoy! All the Best! Joe Pulizzi Founder, Junta42 | Content Marketing Institute Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 2 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Paul Roetzer Clare McDermott Jay Baer We’ll start to see a more visible shift in the structure In the last few years, marketers jumped on content 2011 will be the year that we begin to have a of corporate marketing teams and the allocation of marketing simply because “everyone is doing it.” unified view of subscribers, fans, and followers. resources, as more organizations recognize content’s API-driven advances in CRM and databases will ability to generate leads and build loyalty. With more experience under their belts, brand enable companies to better understand the full ar- marketers will become more sophisticated in their ray of their digital marketing and social media In addition, marketing services firms will need to use of content to reach customers. For example, relationships. evolve to meet growing demand for outsourced matching content to the sales cycle, designing and content creation (i.e. blogging, eBooks, white distributing mobile content, and realizing that This will allow brands to communicate more papers, case studies, etc.). This requires hiring and certain functions (ie. marketing automation) are coherently, and with context and relevance. developing social-media savvy copywriters who best outsourced to experts. Being able to send an email only to people that have have the ability to generate content that engages clicked a particular bit.ly. audiences and motivates them to take action. And here’s the part that is less about prediction and Sending a Facebook status update only to people more about dreamy hope: Let’s hope that 2011 gives that have visited a particular product page on your pr2020.com us more examples of B2B marketers taking risks website. with content. That’s the future, and it starts in 2011. That means having uber-intelligent, fresh points We’ve been talking about ”one to one” marketing for of view about issues in your industry; publishing 20 years. It’s finally here. Doug Kessler content that is smart and at times wickedly funny; Content will get shorter and shorter. Fewer 15-page hiring talented designers to infuse your content convinceandconvert.com white papers more 2-page Cheat Sheets. with personality and edge; using your employees as the face of your business in blogs and video; finally, More video, more mobile content and more, thinking long and hard before adopting an better-designed eBooks. e-newsletter. Some markets will approach content saturation. Let me turn that last one into a prediction: hordes We’ll have to work harder to earn that download. of businesses will abandon the e-newsletter format because no one is reading them. velocitypartners.co.uk soloportfolio.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 3 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Marty Weintraub Sandra Zoratti Marketers will realize they don’t own and can’t fully leverage original content they Customers say, ”Know Me or NO Me” (and vote with their scant dollars and post only on third part social sites including Facebook, Twitter, YouTube and scarce attention) others. As a result, there will be more focus on strategies to better leverage the content to the benefit of permalinks the brand manager truly controls. Relevance will become the new standard for Content Marketing in 2011. Com- panies that have made smart investments in predictive, data-driven capabilities to Savvy brand marketers will create “original” new public content by aggregating produce relevant content based on customer knowledge will take share away from categorized interactions they’ve had with others, which took place in walled their traditional marketing-oriented competitors. garden social networks Google and Bing do not index. In our current economy, we all know that consumers are spending less. More Content posted on sites like YouTube and Facebook will be serialized, incenting interesting to me is the way they chose to spend their precious dollars -- and it users to visit the brand’s home website to see the next installment or otherwise is driven by the relevance factor of content. In an recent consumer pulse survey, seek fulfillment. more than 63 percent of consumers said they will stop doing business with companies who continue to spam irrelevant content into their email inboxes, Also marketers will learn better leverage rebroadcast engines, like Twitter feeds Internet feeds and mailboxes. that rebroadcast categorized feeds, subscribed to and culled from PRWeb and other classic PR services, to expand the initial distribution blast. 2011 will be the year in which savvy marketers will walk away from the irrelevant content mass marketing push and begin to understand their customers’ next At the moment, such distribution techniques are tactics usually practiced in the actions, relevant needs and communication preferences as the critical public relations world. Search and contextual marketers will begin to view press foundation on which to build customer engagement. releases as another “paid” marketing channel, measured by impressions, CTR, CPC, conversion, etc.. Marketers who continue to use 1995 interruption marketing techniques of slick ‘n quick, glitz ‘n glamour will not survive. Content Marketing is important. And Finally, there will be a greater emphasis on paid social, to seed viral activity and becoming more important. prove sentiment for specific content. Marketers who have prepared to become Relevant Content Marketers and engage For instance, organic video promotion will start with 20K paid Stumbles, 5K customers in interactive, relevant, two-way conversation will thrive in 2011. users from highly targeted Facebook Ads and 30K users from YouTube promoted videos. The line between paid and organic will blur in social spaces. profitwithloyalty.com aimclearblog.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 4 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Russ Henneberry Laurent François John Bottom Unfortunately I think most brand marketers will Brand marketers will get back in touch with the Virtual libraries. If this word is not heard more in attempt to replicate viral content like the most forgotten content producers on Social Earth: 2011 then it really should be. This is a long-overdue (admittedly hilarious) Old Spice campaign. journalists.. concept that will help to make sense of content Of course the value provided with the Old Spice marketing as marketers try to convince purse hold- content is humor. citizenl.net ers to support what they are doing. My prediction is that in 2011 and beyond it will be Whether or not the term itself appears, there will be those that create content that educates, protects, increased acceptance of content marketing as the makes people money or saves people time that will process of building a body of useful information, build the most loyal communities around their not the sporadic creation of articles that fit in with brands. campaigns. Communities are difficult to form and sustain David Meerman Scott I think content marketers will see increasing value Marketers will finally realize that social media are around humorous content. For brands wanting in building a repository of knowledge [and there- just tools -- true success comes from developing a more than a ”flash in the pan” success story, fore authority] that prospects can find when they real-time mindset. humorous content should take a back seat to need it, rather than when it suits the marketer and content that provides lasting and meaningful value their budget cycles. [Why should customers follow webinknow.com to members of the community. your financial year and budget planning?] Market- ers are gradually coming round to the idea that this tinyandmighty.com is the key part of content marketing. Direct prompting – typically via automated email – will always be a factor, but 2011 will see a growing realisation that the underlying aim is to create a useful mine of information and advice, not Albert a single campaign. Being part of blog networks where content is syndicated, will be a crucial part in marketers Good words: incremental, continual, libraries, distributing their content through out the web. repositories, resources Bad words: Campaign, targeting, response mooladays.com baseonegroup.co.uk Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 5 Sign up for FREE today at www.contentmarketinginstitute.com.
  • CJ Walker Kirk Cheyfitz Shelley Ryan 1. Localization will be on the radar screen for The current mechanistic obsession with media In 2011 webinars will continue to proliferate as a Americans too. channels and “consumer channel preference” will content marketing vehicle -- the technology keeps go away, mercifully, and the ad world will come to getting cheaper and easier. However, I don’t think 2. More companies will see the value of the journal- understand that content (story) is what determines there are enough marketers yet who care about the ist as content marketer. the audience’s channel choices, not some abstract quality of the content or its delivery, so most preference for a one channel over another. webinars will still be mediocre or just plain lousy. 3. The increase in outsourcing to expert publishers and content strategists will continue. In other words, when it comes to messages, what it’s Adding a webcam to the mix just because you CAN about is always more important than what channel is another trend that will rise, even though the 4. The conversation about augmented reality as the it’s on. This has been verfified by both research and dorky-looking result ends up compromising your next big thing will begin in earnest. common sense. Think: If there’s a great argument credibility. (Remember the early days of desktop going on in the next room, you will press your ear publishing? Nuff said.) firehead.net to the wall and strain to pick out interesting words, ignoring the 52” LCD screen and 5-way speakers in My bet is that sometime in the latter half of next front of you. year, viewers won’t accept mediocrity anymore. We should start to see a small groundswell of That’s a channel choice dictated by content. It’s how well-produced webinars from smart content we all make our choices. Plus, there’s the fact that marketers out there, proving that ”webinar” isn’t a Brian Massey any content worth our attention will find its way dirty word after all. Once that bar is raised, we’ll all Twitter will begin to fade into the background as onto multiple channels and will become social as have to work harder to attract and engage an the public embraces a new social application that is we share it with others. So the focus on channel audience. built on Twitter. The largest social network on the preference, so popular today, will be discarded as planet, email, will once again out-perform Face- not useful. Businesses that understand what’s at stake will book and Twitter as an effective content marketing leave their competitors wondering why so many of platform. postadvertising.com their webinar seats (and sales funnels) are growing empty! Google will purchase its first print publication, probably a newspaper. A woman in Sheboygan, WI killerwebinars.com will be the first person to be officially pronounced dead due to “complications from use of Facebook.” ConversionScientist.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 6 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Dennis M. Powell Katie McCaskey Sally Falkow The definition of brand will expand dramatically as Dispatches from the ”outposts” for 2011: Relevance is going to be the keyword for 2011. advocacy organizations build brands around issues Marketers are realizing that simply creating and and market them to build constituencies and 1) Outpost #1: Small is Big. distributing content is not enough - the content has communities around specific issues using new Most content conversations pre-2011 focused to be based on real intelligence and must speak to media strategies. on large companies and/or large city markets. I the interests and needs of the people they want to predict 2011 will see significant adoption and use engage with. masseypowell.com of content marketing by independent businesses and organizations in smaller markets. Why? These Marketing in 2011 will be about how to listen, learn people already understand they can outmaneuver and then respond, so that the content really adds larger, less agile competitors with quality content. value and people will want to share it. No one understands the cost advantages of content marketing like a small business owner. Those living falkowinc.com Leslie Lindeman and working in ”creative micropolitans” know they ONE social media site will rise to the top and must create to compete. everyone will use that. I predict that Facebook will rule online marketing unless some unknown 2) Outpost #2: ”Green” Content Marketing. provider comes in with something better we can’t I also predict we’ll see increased content adoption yet even imagine. in unexpected organizations and industries, specifically, those with environmental focus. Billy Mitchell LeslieLindeman.com Organizations and non-profits understand content More content will be created for distribution via is easily disseminated to various stakeholders to mobile and video will continue to grow as part of create a cogent message. Likewise, consumer how a brand tells their stories, from positioning to companies will move to leverage their ”green instructional, demos, testimonials, case-studies and credentials” to the buying public. dynamic animations. Patsi Krakoff So the big question: what prevents ”content And print will become part of most digital cam- Video on sites, blogs, and email marketing will green-washing”? That is, creating content to give an paigns. QR codes and various tags will become increasingly focus attention on consumers, their illusion of ”green credentials”? the norm on everything from print ads and sales needs and global issues. collateral to business cards, billboards, hang tags, katiemccaskey.com window stickers, displays and yard signs. writingontheweb.com mltcreative.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 7 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Natasha Vincent Chris Brown Lisa Petrilli The continuation of the New Millennium Micro I predict that the use of blogs will continue to I think 2011 will be the year that brand marketers Movement - micro sites, micro blogs, micro niches grow. But the use of new tools, such as the QR code – and C-Suites for that matter – will begin to finally - will see more publishers leveraging microformats. reader for smart phones, the battery-operated “get,” and ultimately embrace, the idea that it is mini-billboard pin as waitress flair that shows a much better for their customers to tell their stories An increasing comfort with coding as well as an video, and all kinds of iPad/smart phone apps will and share their stories than for them to continue to increasing need to compete will make more online be the tactic of choice to communicate the brand try to control the entire message. entrepreneurs grab the HTML by the tags to get positioning and brand advantages to the target better rankings for their reviews and/or more brand market. I saw the inability to truly grasp this hold a number recognition for their own company. of companies back this year. elearning.sitesell.com brandandmarket.com Relinquishing some of that control will be on the agenda in 2011 as content will begin to finally reflect, and respond to, the needs of the customer and the enthusiasm of brand ambassadors rather than a company’s “features and benefits.” Beyond that, marketers will begin to budget for the ability to explore mobile opportunities and to create Mike Volpe Joe Kalinowski mobile websites – not mobile “optimized,” but real, The trend of inbound marketing will continue, with I predict the renewal of dedication to print media. strategic mobile websites. marketers dedicating more resources to With smaller publishers on the rise, they know to creating content as well as optimizing and strategically refine and reform their subscription lisapetrilli.com promoting that content to generate more traffic, lists so that the people receiving their publication leads and customers. are actually reading it and taking action. Using more traditional media once again in a content In 2011 more advanced forms of content beyond strategy may become hip! just text will gain additional prominence, such as videos, ebooks, presentations, mobile apps, contentmarketinginstitute.com interactive web apps, and infographics. HubSpot.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 8 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Christina Pappas Sarah Mitchell Andrew Hanelly I don’t think things will change greatly in the As content marketing gains widespread acceptance, The novelty of social media will begin to melt away opportunities available for how we go about I believe business is going to begin to expect a and with it the undue animosity hurled at it on a distributing content but the quantity we use in each return on their investment. My prediction for 2011 daily basis. It will shift out of the spotlight and into channel may. is pressure from business, both large corporations the trenches to get the real work done. It won’t be and SMEs, will motivate brand marketers to lauded less as a “game-changer” and more as an I think there will be a larger focus on mobile and consider how their content directly affects the obvious channel. social or, even better, social mobile. Flipboard and revenue stream of a company. Marketers will need apps like it may present better branding to measure results and focus on content which be- The amount of attention received will begin to more opportunities to marketers and ‘app envy’ where comes an asset to the company, not just an expense closely align with the amount of budget it receives. one app is on Droid and not on iPhone or iPad will line item on the budget. The great news is we’ve It will gain acceptance and lose glamor. It will walk go away and it will be easier to distribute content to never been in a better position to prove the effec- off the main stage, away from the cheering and the everyone. tiveness of original content or to distribute it more jeering of the crowd, and quietly get to work. widely in so many different formats. Maybe someone will figure how a benchmark The bandwagoners will jump off and head toward formula for ROI on social media so that we can use globalcopywriting.com the next gold-rush. The flakes will flake out and it more effectively and provie to ourselves and our what will be left are those who believe in doing teams that our efforts paid off. I am also hoping that things right. And they will quietly continue their brands that continue to remain skeptical about work. producing content, especially vendor agnostic Nate Riggs content, will join the conversation. Because of the rise of user generated content and engage.tmgcustommedia.com the call for transparency in business, your company Too much great content available would be like culture is what will drive your brand in 2011. sales having too many leads - a good problem! Smart marketers will leverage the teams of talented Would be really cool to see the popularity of 3D and interesting people already inside their effects hit the small screen. Maybe for 2012 organizations by giving them a voice on their though... company platforms like blogs, Facebook Pages and even the newest versions of Company LinkedIn zmags.com profiles. Brand comes from all levels and depart- ments in organizations - not just from the marketing department... nateriggs.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 9 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Bernie Borges Michele Cuthbert Rick Liebling Content as a strategic marketing weapon will Mobile marketing and various integrated touch I’m really excited by the opportunities with visual become more widely understood. Brands that have points will be more prevalent in the next year. mobile search, i.e. Google Goggles. As Smartphones tried and failed at social media marketing will Increased ways to navigate, engage and interact reach a critical mass, overtaking feature phones in produce more content around the interests of their with audiences to enrich experiences will be more America, instant, immersive content will no longer target customer. The focus will be on creating in demand. be limited to the desktop (or even the laptop). quality content that addresses user’s interests. baker-creative.com Now, for many in the marketing industry that won’t Content marketing has arrived! seem like ”news,” but the fact is for the vast majority of consumers, this is still very new In 2011 brand marketers will increase their territory. experimentation with mobile marketing. Retailers and other B2C marketers have been the leaders in I think we’re going to see an increase in mobile marketing. I believe we’ll start to see Matt marketers using limited ”real estate” such as print expanded use of mobile to include educational I think we’ll see a growth in online content ads, post cards, event the product itself, as a gateway institutions, government (at all levels) and some marketing in general, and branded entertainment, to a richer, more detailed content experience via innovative B2B mobile marketing visionaries. specifically. smartphones. The “Like” phenomenon, pioneered by Facebook, parthenonpub.com Now, I hope that we start to see these will continue to grow. More marketers will come technologies used not just to highlight product to understand the value of getting their content features, promotions and sales drivers, but real liked as the Facebook social graph will continue to content that provides value and has an emotional broaden its online footprint. appeal. It has been said that Likes will become the new That might be especially interesting for links in search marketing. Keith Thacker movies/television properties. VLogs are what we will focus on in 2011. findandconvert.com rickliebling.com Great way to connect and build rapor before events. 2 Megaevents & 12 virtual events. PlumLife.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 10 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Jason Falls Josh Gordon ScLoHo(Scott Howard) Using existing models like ManOfTheHouse.com, I In 2011 brand marketers will confront the issue Value will be the true measuring stick in 2011. think more brand marketers will seize the of content commoditization. As brand marketers opportunity to become custom media publishers in embrace the benefits and of creating and Questions consumers are asking themselves, ”Is 2011. distributing their own content they will come to there a value to me if I follow you on Twitter or Like It will likely only be the large bucket folks with grips with relatively new, but huge problem you on Facebook?” budgets to spend, but the attentive communities professional publishers have been dealing with they create are invaluable in today’s online more directly for the past three years: as content Business owners are asking themselves, ”Is mass environment. creation and distribution volume increases discounting via Groupon (and similar sites) dramatically worldwide, it becomes a commodity. providing me with customers that I value, or am I socialmediaexplorer.com just offering loss leaders without any true long term Proud of that great interview your brand website/ value to my business?” newsletter/digital magazine just published? Social Media skeptics will place little value on Do a search and you will likely find similar content Facebook, LinkedIn, YouTube, Twitter, etc because elsewhere on the web. I predict shift in the dialogue they haven’t grasped the social interaction value of on content creation will occur: It will no longer be the media. enough to create content, or even create high quality content. Social Media users and believers will continue to Joe Chernov grow and increase their value to their friends and The lines dividing content / social media marketing The goal will be to create content that stands out followers because they understand that despite the from “demand gen” will blur. Most organizations and is unique. trackability of the web, relationships are not as have moved beyond the “experimentation” phase, easily measured in simple R.O.I. terms. and as resources increase so too do expectations. SellingWithContent.com Awareness, engagement and even sentiment Every decision made in 2011 will be based on the objectives will give way to the higher goals of value each of us as individuals assign to the choices. customer acquisition and retention. scloho.net In next year’s case studies, articles and speaking sessions, content marketing will begin to sound much more like demand gen marketing. Though less buzz-word friendly, this shift will be much more career friendly for those who help drive it. eloqua.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 11 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Kristina Halvorson Marko Saric Drew Davis In 2010, I think companies really started to Creating engaging and valuable content will just 2011 Will be the year of the authentic brand understand that content isn’t ”just copy”: it’s become even more important as traditional relationship. Brands will quickly learn that there complicated, it’s a commitment (not a campaign), methods of push advertising lose the effect. are tremendous opportunities to embrace existing and it requires dedicated resources to get it right. content creators in the new media world and help I see companies having content teams just there to elevate them using the brand’s power, reach and And so, I think that 2011 will see brand marketers to create quality content, spread it out and attract goals. begin to approach content planning much more customers that way. strategically. They’ll recognize the need to work Bloggers and video producers will become with experienced content strategists to create a Facebook pages, Youtube channels, blogs authentic and open brand advocates engaged in viable plan to create/curate, share, and govern the featuring a wide range of multimedia content that long-term relationships that benefit both the brand content. Marketers will also start asking for the people want to read, watch, interact with, and share advocate and the brand itself. resources to invest in dedicated editorial staff to with their friends. continually audit content, measure results, and tippingpointlabs.com iteratively improve the customer’s content howtomakemyblog.com experience. In 2011, brand marketers are looking at an *unprecedented* opportunity to invite SEO, social media, user experience design, and content strategy Josh Healan Gini Dietrich experts to sit at the same table and ask, ”Why are What is old will be new again, only better! Digital It’s hard to narrow it down to just one (I actually we creating/curating this content? What will it do and social will continue to grow but “old school” have nine), but I think the one that will be most for our business? How will it help our users? What formats such as print and even direct mail will prevalent is mobile. Mobile payments, mobile is the best way we can put this content to work for make a come back. Marketers have realized, and shopping, mobile commerce, mobile apps, everyone? What needs to happen for that to work?” will finally accept that, just because you can geo-location, websites for phones...everything When those practitioners can begin to formally measure something more effectively, does not make across every phone platform. collaborate within the framework of content it more effective. We will see marketers that in strategy--with the endgame being valuable content recent years shifted entire budgets to online media, With AT&T introducing a basic phone with for our end users (i.e. content marketing) begin to reallocate parts of their budgets to offline browsers, smartphones will be accessible to every media. We will also see much smarter approaches to pay grade, including the homeless, which provides --I think we’ll have...world peace!! Or, at least, integrated marketing, customer segmentation, and some people to skip right over the computer. awesome content. the use of variable data. spinsucks.com braintraffic.com muttgroup.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 12 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Charlotte Ulvros Trish Jones Robert Rose Companies become their own Media If they have any sense, I think brand marketers will 2011 will be the year of ”curation”. focus more on what can be done internally to Here are two examples of companies that have engage their clients externally. In other words, It feels like 2010 was the year that content became turned themselves into media houses. there will be less outsourcing of SEO and more truly important to brand marketing again. quality data gathering internally that can be turned Content Strategy hit its stride, Content Marketing Gatorade’s Social Media Mission Control into content and used to ease their clients pain. became a household (or at least cubicle-hold) word Gatorade has the luxury of a seemingly unlimited Customer services and sales will communicate and the giant ”E” that seems to never go away from budget. However, observing and taking inspiration and consolidate questions that both clients and digital marketing, this year stood for either ‘engage- from their tactics could help you translate their prospects ask frequently and these questions will ment’ or ‘experience’. efforts to a smaller scale. be answered in the form of published content and distributed via the social media sites. The era of So, it feels now that if brand marketers can produce Cisco’s Social Media Accounts “What can I sell you,” is going to be replaced with content with ease - then the real value will be in With around 100 Twitter handles, 26 Facebook “seriously, what can I do to help you?” curation of content. pages, 300 YouTube channels, 61 communities and 37 blogs, Cisco has really invested into the concept trishjones.com So, look for: of Social Media. They based their social media * outsourced curation services to provide editorial, strategy on the “Dandelion”, one of Jeremiah writing and ”filtering” services for brand marketers. Owyang’s Frameworks for Social Business. * an explosion of online services that allow Kimberly McCabe bundling, packaging and curation of content for This model allows flexibility but sacrifices a bit of Brand marketers will see that different audiences marketing. control. However, in this arena, control is fleeting consume media differently and try to fine tune their and because technologies and people’s behavior distribution. They will stop trying to be all to every- Brands too will look for other engagement metrics change rapidly, it is adaptability that counts. one and target platforms that are working for them. to associate loyalty and engagement. So, look for loyalty programs for content consumption (e.g. mynewsdesk.com If they’re smart they will find ways to leverage badges or status in exchange for engagement). their Content Management Systems to help them distribute content - that could mean some changes And, finally, watch for the function of governance to what CMS delivers in functionality. Platforms in social content and conversation management to like posterous are great - but I think marketers will finally get the attention at the management level. try to take that kind of automated push to internal systems that they can schedule. adaptivemarketer.com oshyn.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 13 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Arnie Kuenn Freddy J. Nager Not only big brands, but businesses everywhere will begin to embrace content as a With all those e-book readers stuffing stockings (make that large, rectangular key marketing strategy. This will occur as organizations begin to truly understand stockings), consumers will need content to fill them. Free content, that is, ‘cause that providing the information their prospective customers need and seek actually free is good. leads to business. But not just digitized versions of classic books that they didn’t read when they Currently, too many businesses fear they are giving away valuable information for were in school. Rather, smart marketers will provide branded reference books: free. Marketers will learn to listen to their customers by watching what is cook books, car care manuals, fashion tips, bartending handbooks, etc., all spon- happening online at sites like Facebook, Twitter, Yahoo Answers, Digg, etc., and sored by a relevant product or company. Since they’re reference books, consumers through traditional market research. will turn to them again and again, creating more brand impressions and - ideally - a positive feeling toward the brand. They will then develop content that answers their customers questions. This content will come in many forms, but I do believe we will see more and more Some of these e-books will come with supplementary digital media, such as video content coming from organizations of all sizes. For example, we are already videos and music, for a complete experience. seeing e-commerce sites including a video of each product offered. The result: some consumers will devote e-readers to certain purposes alone: a Brands will also work hard at developing user generated content as they begin to kitchen Kindle (or would that be a cook Nook?) filled with recipes from see the benefits of UGC. User generated content provides fresh content and can various brands; an iPad for the bachelor pad filled with cocktail ideas and lounge attract valuable inbound links. You will see more and more contests and even the music; a Corvette tablet containing guides on customization, repair and even development of more brand forums or communities. performance driving, with tunes for the road. In my opinion, distribution will not change a great deal. The major distribution Any interest or profession can be catered to by marketers through branded points such as search, social and video sites are fairly well established and e-books, which can be updated readily (or even regularly, like e-magazines). marketers will continue to target those. I’m personally hoping that Meow Mix or Fancy Feast publishes a guide on how to The big question mark is how will marketers leverage mobile. Will this be the herd cats -- the sooner the better. year for large scale mobile marketing adoption or will it be 2012? atomictango.com verticalmeasures.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 14 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Ahava Leibtag Paul Gillin Andrew Davies There is no doubt that the future of content is In the B2B world, marketers are going to scramble Brand marketers will grow increasingly sophisti- mobile delivery. Understanding what users want to give away as much useful information as cated in their adoption of content marketing tools from traditional desktop delivered content vs. possible. Anecdotal evidence indicates that and techniques, and we are particularly expecting mobile content will be the next frontier for UX and helpfulness translates into awareness which an uptick in the following elements: content strategists to cross. generates leads and sales. If you keep too much in- formation close to the vest, people just ignore you. Content Responsibilities: Studies geared toward accessing that information Look for a lot of new white papers, ”how-to” guides, We expect to see brands to delineate roles and will be further refined and organizations will have online courses and big info graphics. divisions that allow them to act more like media to rethink content delivery in a whole new light. On the consumer side, it’ll be the year of the app. companies than brands, with editors/curators/mod- Defining a strategy will have to move towards The Internet is going mobile in a big way and apps erators/journalists of various titles and descriptions. understanding the different set of questions users are the means of consumption. Every consumer come to mobile content with. brand is already thinking about how to create a Personalised Content Delivery: mobile app that’s either useful or fun. Content that is personalised or customised based onlineitallmatters.blogspot.com on known audience taste, geography, or previous gillin.com buying behaviour. Monitoring user-content interactions will be a method of insight reporting, and will feed back into the content delivery. Jonathan Kranz Dianna Huff CRM Integration: I suspect mobile will sustain its momentum Facebook, Facebook, Facebook. Love it or hate it, Enterprise tools, particularly the brand CRM, will throughout 2011 as handheld device and smart Facebook is becoming more important to brand be integrated into the content production and phone sales continue to rise. marketers with regard to distributing content.From analytics process, with insight on an individual posts announcing new products / services to those user level logged back to CRM to inform future As usual, marketers under intense pressure will that link to new videos and other content, the Face- campaigns. This starts to close the feedback loop: panic, rushing out applications without pausing to book ”Like” button and FB (Brand) Pages are now content authoring, monitoring and insight think about strategy or relevance. ubiquitous. (In fact, I keep wanting to hit the ”Like” generation, and the creation of better content using button when reading people’s Tweets.) that insight. Expect lots of bizarre, “what were they thinking?” The danger, however, is using FB as simply another apps next year. mass broadcast medium versus a very powerful and Curated Content Tools: personal one-to-one marketing platform. Don’t like We are already seeing an increased adoption of kranzcom.com a brand’s posts? Just hit the ”unlike” link on their tools that enable brands to quickly and easily curate Page and no more messages. external content to provide value for their customers. dhcommunications.com idioplatform.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 15 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Corinne Schmid Heather Lloyd-Martin Game Dynamics for Content. This will hit the 2011 should be a very exciting year for content marketing. circuit mid year as a mild rumbling as most companies aren’t close with social or collab yet. I see quite a few big-brand marketers embracing content marketing like never before. What’s interesting is The digital/interactive/transmedia focused content that some of these big brand marketers ignored content marketing for the longest time - their Web copy was creators will ramp quickly. horrible, they had no search engine presence, their blog (if they had one) was more marketing speak than anything else. Gamification - what does this mean for content? It is the intersection of storytelling (creating the Now, these ”we’re going to do it old school” companies are asking about video marketing. They want to write content narrative), leveraging the social really good, engaging Web content. They’re using (and succeeding) with Twitter. Sure, many of them are still infrastructure (safe to say, it’s universally adopted) in DIY mode and doing what they can with the resources they have. But they’re doing it - and that’s the and applying a game layer (dynamics & framework) important thing. that provides the content consumer with an immersive interaction where s/he can access, play, Of course, some brand marketers will continue to ignore the opportunity - or go about it so horribly that they collaborate and interact with other content should back slowly away from their Twitter account and turn off their computer. Unless they have some other consumers. tried-and-true marketing trick up their sleeve, this ”head in the sand” approach is going to cost them (even more) market share. twitter.com/itzCorinne What’s really fun is the opportunity that content marketing provides to the small/medium size business. Since these folks can implement on a dime, they can do some impressive things in a very short period of time. I know of one local traveling food cart owner who uses Twitter as his exclusive marketing channel. A Pilates studio drives new clients almost exclusively by maintaining a great blog. It’s great to see smaller businesses implement content marketing ideas and realize the financial benefit. seocopywriting.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 16 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Brian Solis Richard Baker In 2011 the social media landscape will undergo an interesting transformation as it ushers in a genre of Facebook will continue to exert its influence on information commerce and the 3C’s of social content, creation, curation, and consumption. While blogging all things social but google will re-enter the game typically resides in the upper echelons of the social media hierarchy, new services further democratize the with their new product but fail to make significant ability to publish and propagate information. headway. 2011 is the year of information curation and the dawn of the curator. Curators introduce a new role into the Expect to see more social tie-in’s with tv as the two pyramid of Information Commerce. The traditional definition of curator is someone who is the keep of a mu- begin to converge. The ‘two screen consumer’ is seum or other collection. here and brands will be keen to leverage existing customers through more product tie-ins. Common In social media, a curator is the keeper of the interest graphs that are important to them. By discovering, in the US, but less so in Europe and the UK. organizing, and sharing relevant and interesting content from around the Web through their social streams of choice, curators invest in the integrity of their network as well as their relationships. Information becomes conversational.ly currency and the ability to recognize something of interest as well as package it in a compelling, consumable and also sharable format is an art. Curators earn greater social capital for their role in qualifying, filtering, and refining the content introduced to the streams that connect their interest graphs. Tools, networks and services that cater to the role of the curator will emerge, with several already leading the Pam Kozelka way. Storify, Curated.by, Pearltrees, and Paper.li are becoming the coveted services of choice amongst While I wholeheartedly agree that marketers are curators as they not only enable the repackaging and dissemination of information, they do so in captivating becoming publishers for their company, I see too and engaging formats. that they understand that they may not be able to produce and distribute all the content necessary for Like blog posts, curated content also represent social objects and curation services will spark conversations and positioning themselves as leaders. So in 2011 Iwe reactions, while also breathing new life and extending the reach of existing content - wherever it may reside. will continue to see brands looking to the experts Curators play an important role in the evolution of new media, the reach of for new ways to make their content stand out. information, and the social nicheworks that unite as a result. I hear a lot too that the marketers ‘get’ the need for briansolis.com content, but they are having a hard time convincing the upper management. So again, the marketers are going to look to the experts for how to ‘sell’ this to their boss. junta42.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 17 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Mark Robertson Dan Blank Adam Sherk Brand marketers will continue to leverage social Content creation and distribution in 2011 will all be 1. In the publishing world the paid content trend media marketing in distributing content about relationships, and establishing credibility and will increase in 2011, with more content moving throughout 2011. BUT - Brands will turn more so trust within communities. behind paywalls, metered models, subscriber to sight sound and motion in terms of creative archives, tablet and mobile apps, etc. approach - with social video. Increasingly, brand marketers are working with Smart publishers will make sure this content is not their audience to create content that offers the completely excluded from discovery and sharing reelseo.com perspective and insight of those they serve. through search and social media. When the cost of distribution is often free, 2. Content will continue to be produced in volume marketers will find unique value in communities, on third-party (social) sites, but as a good niches, and in building relationships with those percentage of it gets lost in the shuffle brand they serve. These things cannot be purchased as marketers will circle back a little and make sure Mark McClure a business may have done with advertising, and they’re also producing ample content on their own Magalogs for tablet devices (iPads) start to appear... establishing these relationships can take time. What sites (giving it greater potential for longevity). both paywalled and free. Laid off print media this means is that campaign-based marketing will journalists and designers who cross the digital not always work - trust must be earned over time, adamsherk.com divide begin to find their services in demand once and the needs of the community must always be again. attended to. samuraiwriter.com Many brands will establish formal partnerships with willing members of their communities, some will recruit brand advocates, and others will work to become a trusted member of the community, not a brand whose goal is to pitch everyone with a marketing message. Ari Herzog Taking best practices from case studies in 2010 The sooner brands begin building this trust, the around mobile computing and location-based sooner those relationships will form and begin services, I think 2011 will reach new heights with showing them the world beyond ad spend and cloud computing, virtualization, and open source marketing campaigns. tools. wegrowmedia.com ariwriter.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 18 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Geri Stengel Marcus Grimm Debbie Williams Nonprofits are natural collaborators, by sharing More and more marketers will wish to bow before Many of last year’s industry-wide predictions still tips and best practices, they move from dabblers to the altar of Apple, creating a slew of super-cool haven’t played out, so hopefully those will really strategic users of social media in 2011, surpassing brand experiences in the way of Apps. That said, (finally) come to life! their for-profit counterparts in the effective use of I’d actually expect that number to protract in 2012 social media. They do this by using measurement to when the marketers realize that ROI is still the I believe many businesses will merge their improve their efforts. ultimate cool kid at school. marketing, PR and communications teams into a cohesive content marketing group, integrating, Nonprofits may begin by using use social media to Still, they’ll learn a lot and will be poised to create managing and distributing content more effectively meet marketing objectives, but they will expand to cool creative that’s also cost-conscious in the and consistently. Content practices including using them for essential mission and business coming years. governance and measurement will also become functions, such as advocacy, raising money, standard and more tools for measuring and valuing moblizing and coordinating people, and cause nxtbookmedia.com content will be established. marketing. More content-specific roles and companies will be ventureneer.com developed as content expertise begins to grow and be further recognized (and hopefully appreciated). Brands will also value the importance of storytelling and recognize that storytelling, Wisey Keith Wiegold positioning, voice, and differentiation in content New media moves quickly and anything ‘same’ gets Smart marketers will shift the focus of their really matters. Content will be seen as an asset and stale fast. So fast that brand marketers are community building (through CRM efforts, Social necessity, not an expense or one-off. going to have to find a new way to distribute Media, etc.) from transactional incentives to being content. They’re going to have to think outside the centered around Engagement, lead by Content sproutcontent.com grid and find ways to connect with their audience Marketing. that both surprise and delight. Imagine your CRM program segmented and led But to be honest, content creation is starting to get by how engaged your customers and prospects are stale in itself. If marketers don’t think beyond this with your brand, rather than how much they buy. and look at new ways to find connections with their A great content marketing program will create the audience, they will again get left behind. ”reason why” behind more enterprise programs, building stronger brands and more valuable twitter.com/wisey relationships. nutlug.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 19 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Gordon Plutsky Stephanie Tilton Marc Laplante Developing content applications for the iPad and The reality is that many marketers have yet to fully Video will be the most significant development of other tablets will become an important discipline embrace the tenets of content marketing -- or ex- 2011. More industries will rely on video and mobile to master. Its’ unique properties make it ideal for ecute on them effectively. So I don’t think we’ll see video. content distribution and creating action drivers for dramatic changes in content creation and both online and offline retailers. More publishers distribution in 2011; rather, we’ll see a growing A lot of companies block YouTube and Facebook will create content to be served locally via geo number of companies finally getting on board with so that their employees don’t “waste time” watching location technology. best practices. video streams at work. But iPhone, iPad and Droid technology will fix that as more people will view The “experimental phase” of social media will That said, we will likely see an evolution in the video at work; just not from their company-issued come to an end as CEOs and marketers will start tools that marketers use, namely convergence of computers. to demand ROI payback for the expense and time marketing automation and CRM systems. While effort. The results must tie back to sales objectives, marketing automation systems enable one-to-one assetperformancemanagement.com just creating “engagement” is not enough. Original engagement with prospects, CRM systems help content creation will be the key component to social manage prospects at the account level -- in other media success. words, the committee of buyers that B2B organiza- tions must engage to make a sale. With these two Traditional media companies make a concerted systems merged, marketers will be empowered to effort to get into the content marketing game to correlate how their initiatives and activities ulti- stem the tide of lost advertising revenue. This will mately contribute to revenues. A growing number Heidi Cohen blur the lines between what was once “hands-off ” of companies will create the role of Director of Content marketing will continue to become more editorial content and custom content designed for Content Marketing or the like. pervasive across brand marketers in 2011 due to its and by brand marketers. ability to convey useful information, engage The person in this position will be charged with prospects, and answer customer questions kingfishmedia.com devising and executing on a strategy that is in line without feeling like promotional marketing speak. with the company’s overall business objectives. At the same time, the systems used for marketing It will become more effective as it moves beyond the automation, inbound marketing, and CRM will marketing, PR and social media spheres of converge to a greater degree. As a result, marketers influence to be embraced throughout the will be empowered to track content consumption organization. To this end, content marketing will throughout the buying cycle -- and across buying require training, resources (human and budget) and committees in a single account -- and ultimately senior management support. correlate this to revenue contribution. HeidiCohen.com tentonmarketing.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 20 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Howard J. Sewell Christine B. Whittemore PR agencies will begin to lose their monopoly on Content marketing allows businesses to connect with potential customers, develop relationships with social media strategy as companies realize the true them and identify for them solutions that often prequalify them for doing business with you. potential for blogging beyond simply brand No surprise if you’ve been paying attention to the chaos in the marketplace, the diminishing success of awareness and (so-called) thought leadership. traditional based advertising programs and appreciate how customers are increasingly time constrained, marketing-skeptical and information overloaded. Savvy brand content marketers have noticed and taken Corporate blogs will start to play a major role in action. content marketing, customer communication, demand generation, and lead nurturing, helping They have listened intensely to their markets and customers, uncovered critical issues for which they have marketers: solutions, and successfully created content where fluff and false claims have been replaced with meaningful, engaging and even entertaining material in the words customers use. They are convincing * drive search-generated traffic and net new sales upper management that content marketing provides a direct connection to customers and that further leads success is a function of corporate buy-in. * use targeted, insightful content to attract and engage with qualified prospects Despite the pressure to create meaningful content, the more content marketing is adopted throughout an * expand the company’s leads database and organization, becoming part of its culture, the more content creation can be distributed, too. community of followers Zappos comes to mind. * educate, cultivate, and nurture existing customers and prospects 2011 will see more and better integration of content marketing within organizations. As organizations adopt the customer-focused attitude resulting from content marketing, they will expose the voice of the spearmarketing.com customer to the entire organization. In so doing, more people in the organization will be drawn into participating in the content creation process and the customer-feedback loop. In fact, they will realize how it adds value and richness to their roles in the organization! Brand marketers may curate this content, but they will no longer be solely responsible for its creation. SimpleMarketingNow.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 21 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Michael A Stelzner Danny Brown Scott Frangos Prospects will demand more quality content in 2011 Businesses and brands will start to look at velvet The Content Marketing game will stretch to include than ever before. It will be spurred by social media rope content, to make theirs stand out from the “authentic connections” in the Social Media space, sites that allow social ranking and sharing of crowd by not being part of the crowd. plus factor in conversion rate optimizations to the content. total tool set. If RIM, for example, would only realize they have The best information will be ‘commercial-free,’ and one of the best list and marketing platforms around Good content will continue to engage prospects designed to educate and inform. with its BBM service, they could truly tap a big with your brand. But rather than just redistributing market. content automatically, more savvy marketers will Those businesses who stand apart with outstanding use the “greeter in the booth” tactic to make real content will thrive. We’ll see less free sharing and more freemium connections in social media -- simply content production, with episodic content to spread redistributing content would be like having a SocialMediaExaminer.com the return further. Additionally, mobile content tradeshow booth with literature but no people in it. will become far more ingrained and interactive as tablets and smartphones finally overtake laptops People buy from those they feel they know. Then, and WAP phones. when visitors arrive at your site, Content Marketers will move beyond simply providing good content dannybrown.me and focus more on what engaged visitors do leading up to a desired business outcome like becoming a Amanda Maksymiw sales lead. In 2011, brand marketers will be focused on improving customer engagement. It will be The new formula is: Content Marketing PLUS important for marketers to create written, audio, Authentic Engagement in Social Media PLUS and video content so that customers can Conversion Rate Optimization at your Sites. consume and engage with the content on their terms. webfadds.com Marketers will continue to focus on utilizing social media to identify and market to, through and with influencers in order to effectively reach their customers and potential customers. blog.openviewpartners.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 22 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Kevin “Nalts” Nalty Jeff Korhan Ambal S. Balakrishnan I believe marketers are finally understanding that Social search will explode. This will help Title: What is the appetizer for your Content? the “Viral Hail Mary” is less effective than smarter marketers to better understand the need to use alternatives. social media less for broadcasting traditional Welcome to the era of content “snacking”. business content, and more for encouraging The Old Spice Isaiah Mustafa series proved that engagement and interaction that creates more Notice how we consume content as continuous personalized videos for “online influencers” can contextual and meaningful social graphs. feeds - blog posts, twitter updates, short podcasts, 2 amplify an advertising campaign. In 2011 watch for minute videos etc? more brands engaging existing audiences by As a result, content marketing in all of its forms will partnering with “weblebrities” (for instance, become more relaxed and informal, with business Attention span is diminishing; as a result, content popular YouTube creators). in general being profoundly social. consumption is changing. Brands can and should continue to create jeffkorhan.com In order to alleviate information overload, we entertaining and educating promotion, but marketers will pre-package content with a brief recognize that Budtv’s death wasn’t an accident. summary . Example - Story Highlights (3-4 bullet There will always be entertainers and advertisers, points) for Cnn.com articles. This will allow our and it’s nearly impossible to do both well. target audience (blog reader, potential client or customer) to get a flavor of the content before Finally the savvy brand marketers will broaden the digging deeper to finding out more. form of its content to provide a consistent “look and Kaila Strong feel” but appropriate to various mediums -- from The online world is constantly growing and Respect your target audience’s time. Minimize your websites and streaming video to short-form content expanding. In 2011 brand marketers will have to content. Provide an appetizer (catchy title, meaty that’s appropriate to mobile marketing. step up their game. summary) before inviting your reader to the full-course meal. beyondviral.com Creating interesting and innovative content using many mediums is just one piece of the puzzle. clickdocuments.com Effective strategies to promote your content will require not only social components, but also local components. 2011 is shaping up to have a local focus unlike any other year. Finding a way to integrate local into your content marketing efforts will make or break may brand marketers efforts in 2011. verticalmeasures.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 23 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Simon Kelly Chris Wilson Daniel Burstein Some brands will realize owning is better then rent- The Mobile eBook Brand marketers will increasingly segment content ing and start to create their own media Art directors are going to be keeping busy in 2011. based on device and location. channels. Better to be the content than adjacent to Not only will they be designing for print and web, it. but also for the iPad and other e-readers. People no longer access digital content exclusively I’m forecasting a huge boost in mobile eBooks. via computers. Brand marketers will segment and Some brands will realize that the future of This content format, when executed properly, offers determine how important audiences that use tablet advertising is to outsource marketing to the companies the ability to creatively and affectively and mobile devices are to their sales, and for audience & that they will gain a wider reach, with a deliver their content to potential customers via a companies with signifcant niches of buyers from deeper engagement for less spend. multitude of vehicles. Customers’ expanded vehicle these audiences, expect an increased focus on options will increase the number of eBook content customized for iPads, iPhones, Android Some brands will realize they can save the media downloads. Oh... and I hear there are some pretty devices, and perhaps even Windows phones. So business and start to rekindle expired, dormant or slick new design tools from Adobe that will make unless the Flash wars subside, programmers that critically endangered titles by owning them (What this product even sweeter! know HTML5 will be in high demand. am I to bid for Gourmet?) custommedia.bnpmedia.com Hand in glove with the increased use of portable Some brands will understand that they are nothing devices is an ever-growing focus on location-based more than a story and brands that tell their story content. Marketers will customize their content so will win. a potential customer in New York and a potential Kevin Dugan customer in Florida are each presented with highly Most brands will do none of the above, not just yet 2011 will be a year without silos. customized content. Heck, its likely that someone anyway. Ask me again in 2012. Ho hum. As the line between paid, owned and earned media on New York Avenue in Washington, D.C. will see continues to dissolve, we’ll see more roles changing. different content from someone standing on Florida Postadvertising.com Chief Marketers and Chief Technology Officers will Avenue...at least from the savviest marketers. start to overlap more. Marketers will be required to understand technology more and how it impacts Mass communication will further wilt away in 2011, marketing. Social media will still be messy -- it’s replaced by niche communication. A huge not something you can map out using PowerPoint’s improvement for the average consumer, and a Smart Art. In fact, we’ll see more examples in massive challenge filled with rich rewards for the 2011 that social media can be paid, owned and/or brand marketer. earned. And the more marketers understand this -- instead of focusing in their comfort zone -- the twitter.com/#!/DanielBurstein more successful they’ll be in 2011. prblog.typepad.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 28 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Navneet Kaushal Rex Hammock Paul Dunay 2011 is going to see more and more brand You will start thinking the word “social” is so last I think smart Social marketers will be using marketers use social media sites like Facebook and decade: Maybe this is just wishful thinking, but I’ve content to create engagement on Facebook so they Twitter to distribute their content. been saying the following for about three years: can rank higher in Facebook’s algorithm that Distribution means exposure and these two sites When you start calling everything “social,” then you determines how you appear on individual News coupled with easy RSS feeds. don’t need the word social. Feeds (the landing page when you log into Facebook) Following will help on choosing where to distribute: So, if every page on the Internet has “like” buttons and comment boxes and at least two ways to join This is a growing science I like to call News Feed Try to notice any particular preferences within the or see what friends have visited that page, is there Optimization (NFO) which will become the new target audience/readers in their social web really a need to use the word “social” anymore? SEO in 2011! participation? hammock.com pauldunay.com Do they prefer particular sites? (Twitter vs Face- book – blogs vs forums) Do they comment, do they contribute content, do they tend to observe, do they not participate at all? And as always, keep an eye on the stats, see which one works for you well and keep tweaking/posting David Reich Gavin Heaton accordingly. Social media will be used more, with Facebook There’s going to be a whole lot more getting experimentation by brand marketers as they fragmentation as businesses begin to create secure pagetraffic.com continue to search for the unique content mix that b2b social networks that serve the particular needs works for them. As so many more smartphones of their customers. come on line, we’ll also see more branded apps out there. This will drive a renewed focus on quality content - as leading businesses seek to build trust And, of course, many will keep looking for the holy and a sense of authority by becoming what we grail of a video that will go viral and get hundreds might call “semi-transparent” (open, but only to of thousands or even millions of hits. selected customers/partners). reichcomm.typepad.com servantofchaos.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 24 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Eileen Sutton Lisa Thorell Jeremy Victor The financial crisis may have a modest silver lining. On the B2C front, 2011 open with Apple TV, Quite honestly, I believe most brand marketers will Many financial marketers are now on the hunt for Google TV, Microsoft TV, the Boxee Box and other continue creating and distributing content in 2011 copy that is plain spoken. They understand the initiatives - all vying for position in the 5-year War in the same manner as they always have. Creating value of fresher brand content that speaks in a more for the Digital Living Room. brochures and web sites filled with features and transparent, more inviting voice across channels. benefits and talking about themselves and their Marketers are dusting off and reinventing client In their wake, the traditional broadcast TV hard- products. Remaining oblivious to the evolving communications like long, indirect letters, overly ware and programming markets will be disrupted nature of marketing and communication in the complex emails, and Help copy that often reads, and a new tide of player will emerge: Indie real-time world. negatively, as a brand’s fine print. They are low-cost video production and distribution houses, committing resources to hiring the right creative new hardware OEMs, app design houses creating I am not sure I have an answer why this will be vendors so the talk is straight. I think this trend will software for discovering content, connecting with the case, just that is what I am predicting for most deepen in 2011, as the financial industry, broadly, friends while TV viewing to many othe marketers. works to repair trust. yet-to-be-imagined Social TV experiences. Now, for the growing minority of brand suttoncreative.com Much as we see in NBA Digital today, 2011’s marketers, I predict a focus on creating and successful TV content producers will be rewarded distributing content centered on three questions: for developing a cross-platform digital asset strategy, encompassing TV, PC notebooks, smart 1. What their customers like (via buyer personas) Paul Gillin phones, iPad/tablets to gaming consoles. 2. Where their customers are (both in the buying In the B2B world, marketers are going to scramble process and the social web) to give away as much useful information as Just as important, successful content producers will 3. What their customers know (using lead possible. Anecdotal evidence indicates that increasingly directly involve the audience in their scoring and behavioral analytics to determine the helpfulness translates into awareness which story creation via Facebook, Twitter and YouTube right content to deliver at the right time) generates leads and sales. If you keep too much social networks. information close to the vest, people just ignore Buyers are a lot more sophisticated which translates you. Look for a lot of new white papers, ”how-to” offthegrid-pr.com into them having much higher expectations of a guides, online courses and big info graphics. On brand. Getting the right information in the hands the consumer side, it’ll be the year of the app. The of buyers at the right time AND place is how brand Internet is going mobile in a big way and apps are marketers will focus in 2011. the means of consumption. Every consumer brand is already thinking about how to create a mobile b2bbloggers.com app that’s either useful or fun. gillin.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 30 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Chris Wilson Tia Peterson Newt Barrett Gamification Companies will finally start to create content that is Outsourcing be the name of the content marketing This is my pick for the buzzword of 2011. But of significant value to their audience. game in 2011 for SMB brand marketers. buzzword or not, the concept of gamification is Lack of time, talent, and specialized skills will drive something that brand marketers should know and I also predict that some of the old, tried and true more and more marketers to third party specialists. understand. To put it simply, gamification is adding aspects of marketing, such as (ahem) market mechanics typically used to keep people engaged research and planning, will come back into focus, Developing and deploying a solid content strategy while playing a game to other processes. Gamifi- and companies won’t be as quick to jump on shiny will become ever more challenging because of the cation isn’t anything new to marketing. After all, new band wagons. need to use a variety of content methods such as customer rewards programs have been around for websites, e-books, eNewsletter’s, video, as well as an decades and are built on an achievement model webbedinkinc.com ever-changing universe of social media. Moreover, often used in games. Do X a certain number of effective SEO copywriting requires the integration times and you will be rewarded with Y and move up of both creative and technical skills that are rare to the next level. within an SMB. Game mechanics will find new life in 2011, as This will be good news for third-party content consumers become more and more connected to marketing specialists and for those displaced people and information through their mobile de- journalists who are ready to learn new skills and put vices. The ubiquity of this connection will create an them to work on behalf of SMB’s. opportunity for brands to keep consumers engaged Joanne Grey with regular branded content. My opinion is that print, radio, and television ContentMarketingToday.com advertising will point consumers towards online Mobile provides consumers a way to escape by content, and these traditional forms of advertising dipping in and out of these connections throughout will continue to be cheaper and snappier. the day. They can easily take a five minute break to check what’s going on with their friends and family Marketing spend will increase in the content area, on Facebook, and later take another break to keep but I believe that organisations will focus more on tabs on their Fantasy team. increasing their budget in order to track and measure the response to online content. Smart brands will find a way into this behavior by applying game mechanics to marketing programs spottedwombat.com and content, keeping users coming back again and again. freshpeel.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 25 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Ann Handley Vince Giorgi Gabrielle Rosario Creating content is critical—but it’s not enough. In A couple of issues to watch in 2011: Brand marketers will start paying more attention 2011, companies will increasingly understand that 1) To what degree content marketers strike greater to curators of content as they now start playing the content that really “rules” must be the right sort balance between giving content away vs. requiring role of the influencer. The curator is that individual of content: It shares or solves, and doesn’t shill. It registration. The notion of ”gating” vs. ”ungating” who scours, finds, consumes and then gives the rest speaks human. It shows, not tells. It stokes a content is a big hurdle for many corporate of us what ”we need to know.” If a brand is clever campfire of conversation. And it may even do marketers to get over. The common reaction: ”You and has the resource, they might actually seed something completely unexpected. mean I’m going to spend all this time and money their own curators (not content generators) to start creating great content, and I’m not even going to trawling for relevant content and employ them to contentrulesbook.com collect names and contact info in return?!” use that to continue building relationships with Yet, marketers who require registration for all of consumers. their content run the risk of being perceived as engaging in yet another form of marketing ”at” their Happy Curating! Craig Hodges audiences. The kind of marketing consumers and The battle for search will heat up between Facebook B-to-B buyers have shown themselves inclined to gabriellerosario.com and Google. There will be no doubt that all digital avoid, even disdain. content will now need to satisfy three masters: the user, Google and now Facebook. 2) It’ll be interesting to see what happens with mar- keting and sales strategies that are based on track- kingcontent.com.au ing and follow-up as a person is visiting a website. Eric Ingrand The FTC is making rumblings about ”do not track” 1- I bet that branded online Video Marketing in- regulations. Meanwhile, at a personal level, I’m not cluding more precise optimization of Video convinced many people will welcome call or e-mails scripting text and clear distribution strategies will from sales reps that start with, ”I noticed you’re boom. visiting our website right now...” 2- Specific Smart Phones and tablet content Sarah Kraft Content can be powerful as an engagement catalyst marketing productions will boom and results will Brand marketers are at different stages of adoption and a relationship builder when it at least appears be higher than any expectations. for online content. to spring from a marketer’s sincere desire to offer Cutting Edge: Shifting written/magazine content to something relevant and valuable ”for” the customer 3- Multilingual content management and SEO will Mobile Apps + gaining a presence on Foursquare . or potential customer. Excessive content registra- become a specific part of online marketing yearly Going Mainstream: Facebook contests and ”How tion, and online behavioral tracking that crosses a budget. To” PDFs, Podcasts and Videos. Oldies by Goodies: line to become overt and intrusive, would seem to ”Top Ten” blogs and targeted niche e-newsletters. run counter to that ideal. enveritasgroup.com meaningfulmarketing.wordpress.com hanleywoodmarketing.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 26 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Drew McLellan Russell Sparkman Valeria Maltoni I have two hopes/predictions for 2011 but they’re With significant progress having been made in 2010 There is still opportunity for those brand marketers interwoven. in the area of educating marketers that content is who didn’t rediscover the power of sophisticated crucial to successful contemporary marketing, email list management in 2010. First -- I believe 2011 is the year that small busi- focus will gradually shift from “why” and more nesses will really begin to see the light re: content toward “how” to create branded content in 2011. Opt-in is the most powerful form of content marketing and understand it is their way to not This will force new thinking in the traditional distribution for marketers to follow their customers. only differentiate themselves but also compete with relationships between ad or PR agencies and their And email use as a tool to get things done is stable, the big boys. clients, as agency clients will need to become more particularly among decision-makers. It also remains active “publishers.” low-noise compared to social networks. Metrics are Second -- I believe small business will harness the easy to manage, and lists can be very granular. hyper-local aspects of Facebook and it will become The agencies will get this first and adjust the hub of their content distribution. They’ll use it accordingly, some faster than others. However, the How else will people be exchanging content in to create a fan base, run ads to drive trial and sales, friction will be on the client side, as unfamiliarity 2011? share content (even if the content is housed on a with the costs and value proposition of quality website or blog), create a customer service center custom content will slow things down. Twitter and other existing social media channels and listening post. should be used to be social, engage people, and However, case studies will emerge in early 2011 that point them to the list, which is where conversions The ability to segment out and genuinely talk to a are supportive of the fact that content investments happen. very niche audience and have multiple touch points are key to social media success, and to delivering is what small businesses have been looking for. excellent return on investment for every dollar In 2010, we saw more people offering information spent. products. Smart companies are also retooling their They thought they had to drive people to them -- teams to attract organic search, both by publishing hopefully 2011 will be the year they realize they can By the end of 2011, a marketer not having a original, high value content, and becoming go where the people already gather and talk to them content-related marketing strategy will be more useful filters, curating the best content from there. the exception than the rule. customer communities. drewsmarketingminute.com fusionspark.com The key will be finding that happy medium between customer utility and brand value proposition. conversationagent.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 27 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Simon Kelly Chris Wilson Daniel Burstein Some brands will realize owning is better then rent- The Mobile eBook Brand marketers will increasingly segment content ing and start to create their own media Art directors are going to be keeping busy in 2011. based on device and location. channels. Better to be the content than adjacent to Not only will they be designing for print and web, it. but also for the iPad and other e-readers. People no longer access digital content exclusively I’m forecasting a huge boost in mobile eBooks. via computers. Brand marketers will segment and Some brands will realize that the future of This content format, when executed properly, offers determine how important audiences that use tablet advertising is to outsource marketing to the companies the ability to creatively and affectively and mobile devices are to their sales, and for audience & that they will gain a wider reach, with a deliver their content to potential customers via a companies with signifcant niches of buyers from deeper engagement for less spend. multitude of vehicles. Customers’ expanded vehicle these audiences, expect an increased focus on options will increase the number of eBook content customized for iPads, iPhones, Android Some brands will realize they can save the media downloads. Oh... and I hear there are some pretty devices, and perhaps even Windows phones. So business and start to rekindle expired, dormant or slick new design tools from Adobe that will make unless the Flash wars subside, programmers that critically endangered titles by owning them (What this product even sweeter! know HTML5 will be in high demand. am I to bid for Gourmet?) custommedia.bnpmedia.com Hand in glove with the increased use of portable Some brands will understand that they are nothing devices is an ever-growing focus on location-based more than a story and brands that tell their story content. Marketers will customize their content so will win. a potential customer in New York and a potential Kevin Dugan customer in Florida are each presented with highly Most brands will do none of the above, not just yet 2011 will be a year without silos. customized content. Heck, its likely that someone anyway. Ask me again in 2012. Ho hum. As the line between paid, owned and earned media on New York Avenue in Washington, D.C. will see continues to dissolve, we’ll see more roles changing. different content from someone standing on Florida Postadvertising.com Chief Marketers and Chief Technology Officers will Avenue...at least from the savviest marketers. start to overlap more. Marketers will be required to understand technology more and how it impacts Mass communication will further wilt away in 2011, marketing. Social media will still be messy -- it’s replaced by niche communication. A huge not something you can map out using PowerPoint’s improvement for the average consumer, and a Smart Art. In fact, we’ll see more examples in massive challenge filled with rich rewards for the 2011 that social media can be paid, owned and/or brand marketer. earned. And the more marketers understand this -- instead of focusing in their comfort zone -- the twitter.com/#!/DanielBurstein more successful they’ll be in 2011. prblog.typepad.com #predictions11 Get content marketing how-to advice, samples, case studies and much more. Sign up for FREE today at www.contentmarketinginstitute.com.
  • Simon Kelly Chris Wilson Daniel Burstein Some brands will realize owning is better then rent- The Mobile eBook Brand marketers will increasingly segment content ing and start to create their own media Art directors are going to be keeping busy in 2011. based on device and location. channels. Better to be the content than adjacent to Not only will they be designing for print and web, it. but also for the iPad and other e-readers. People no longer access digital content exclusively I’m forecasting a huge boost in mobile eBooks. via computers. Brand marketers will segment and Some brands will realize that the future of This content format, when executed properly, offers determine how important audiences that use tablet advertising is to outsource marketing to the companies the ability to creatively and affectively and mobile devices are to their sales, and for audience & that they will gain a wider reach, with a deliver their content to potential customers via a companies with signifcant niches of buyers from deeper engagement for less spend. multitude of vehicles. Customers’ expanded vehicle these audiences, expect an increased focus on options will increase the number of eBook content customized for iPads, iPhones, Android Some brands will realize they can save the media downloads. Oh... and I hear there are some pretty devices, and perhaps even Windows phones. So business and start to rekindle expired, dormant or slick new design tools from Adobe that will make unless the Flash wars subside, programmers that critically endangered titles by owning them (What this product even sweeter! know HTML5 will be in high demand. am I to bid for Gourmet?) custommedia.bnpmedia.com Hand in glove with the increased use of portable Some brands will understand that they are nothing devices is an ever-growing focus on location-based more than a story and brands that tell their story content. Marketers will customize their content so will win. a potential customer in New York and a potential Kevin Dugan customer in Florida are each presented with highly Most brands will do none of the above, not just yet 2011 will be a year without silos. customized content. Heck, its likely that someone anyway. Ask me again in 2012. Ho hum. As the line between paid, owned and earned media on New York Avenue in Washington, D.C. will see continues to dissolve, we’ll see more roles changing. different content from someone standing on Florida Postadvertising.com Chief Marketers and Chief Technology Officers will Avenue...at least from the savviest marketers. start to overlap more. Marketers will be required to understand technology more and how it impacts Mass communication will further wilt away in 2011, marketing. Social media will still be messy -- it’s replaced by niche communication. A huge not something you can map out using PowerPoint’s improvement for the average consumer, and a Smart Art. In fact, we’ll see more examples in massive challenge filled with rich rewards for the 2011 that social media can be paid, owned and/or brand marketer. earned. And the more marketers understand this -- instead of focusing in their comfort zone -- the twitter.com/#!/DanielBurstein more successful they’ll be in 2011. prblog.typepad.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 28 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Paul Conley Mario Medina I’m not much of a futurist. But I’m pretty good at spotting a trend in its early stages. And what I’m noticing in Media companies will continue trying to find ways the world of B2B content where I make my living is a new obsession with quality. to charge for content, and consumers will keep right on being perfectly happy not paying for it. Here’s why: Now that seemingly every marketer in the world is producing content, there are just too many voices competing for attention. Smart companies will continue using custom content (content marketing) as their most effective And what were once the loudest voices in any given B2B market have faded. In every industry there has always form of advertising/marketing, and their customers been at least one brand from a traditional publisher that could make a legitimate claim to being ”the bible of will keep right on enjoying informative, compelling the industry.” But is that still true in the verticals you follow? It’s certainly not true in the spaces that consume (and free) content. my attention. I still will not have a jet pack, a robot maid or an Content marketers did a good job in recent years of stepping into the vacuum left by traditional publishers. implant in my skull that allows me to instantly learn Now the vacuum has been filled -- but content marketers are still pouring in. As 2010 ends, we have a Kung Fu, and I will keep right on waiting. cacophony of voices -- brands, social-media gurus, bloggers, Web-only publishers, trade associations, aggregation services, etc. -- in even the tiniest niches. madisonmilesmedia.com That’s why the only way to be heard now is by being extraordinarily good. Your brand name won’t get you there. Volume won’t get you there. The days when producing even ”good” content could make you a major player are over. Barbara Rozgonyi In 2010, creating and distributing content advanced Smart marketers are responding accordingly. I’m seeing truly wonderful, high-quality content coming from a from a to-do list item to a top priority. With budgets number of B2B brands. And they’re paying good money to produce it. and attention in place, 2011 will be a year where frequency, quality and relevancy not only matter, This will continue through 2011. The smartest companies will hire the most talented journalists, designers but will be essential to maintaining a competitive and coders they can find to run their content-marketing efforts. The smartest companies will continue to buy edge. Brand marketers will stretch out creatively to brand-name publications from traditional B2B publishers. The smartest companies will hire chief content reach collaborators within their customer officers who can attract and keep the high-level players needed to compete in a crowded content space. community with spokespersons who represent and model the brand in real life. Events will be created The smartest companies, in other words, will become more than content marketers, they will become the as content-drivers that leverage multiple networks bibles of their industries. all at once for long-reach playback. paulconley.com wiredprworks.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 29 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Eileen Sutton Lisa Thorell Jeremy Victor The financial crisis may have a modest silver lining. On the B2C front, 2011 open with Apple TV, Quite honestly, I believe most brand marketers will Many financial marketers are now on the hunt for Google TV, Microsoft TV, the Boxee Box and other continue creating and distributing content in 2011 copy that is plain spoken. They understand the initiatives - all vying for position in the 5-year War in the same manner as they always have. Creating value of fresher brand content that speaks in a more for the Digital Living Room. brochures and web sites filled with features and transparent, more inviting voice across channels. benefits and talking about themselves and their Marketers are dusting off and reinventing client In their wake, the traditional broadcast TV hard- products. Remaining oblivious to the evolving communications like long, indirect letters, overly ware and programming markets will be disrupted nature of marketing and communication in the complex emails, and Help copy that often reads, and a new tide of player will emerge: Indie real-time world. negatively, as a brand’s fine print. They are low-cost video production and distribution houses, committing resources to hiring the right creative new hardware OEMs, app design houses creating I am not sure I have an answer why this will be vendors so the talk is straight. I think this trend will software for discovering content, connecting with the case, just that is what I am predicting for most deepen in 2011, as the financial industry, broadly, friends while TV viewing to many othe marketers. works to repair trust. yet-to-be-imagined Social TV experiences. Now, for the growing minority of brand suttoncreative.com Much as we see in NBA Digital today, 2011’s marketers, I predict a focus on creating and successful TV content producers will be rewarded distributing content centered on three questions: for developing a cross-platform digital asset strategy, encompassing TV, PC notebooks, smart 1. What their customers like (via buyer personas) Paul Gillin phones, iPad/tablets to gaming consoles. 2. Where their customers are (both in the buying In the B2B world, marketers are going to scramble process and the social web) to give away as much useful information as Just as important, successful content producers will 3. What their customers know (using lead possible. Anecdotal evidence indicates that increasingly directly involve the audience in their scoring and behavioral analytics to determine the helpfulness translates into awareness which story creation via Facebook, Twitter and YouTube right content to deliver at the right time) generates leads and sales. If you keep too much social networks. information close to the vest, people just ignore Buyers are a lot more sophisticated which translates you. Look for a lot of new white papers, ”how-to” offthegrid-pr.com into them having much higher expectations of a guides, online courses and big info graphics. On brand. Getting the right information in the hands the consumer side, it’ll be the year of the app. The of buyers at the right time AND place is how brand Internet is going mobile in a big way and apps are marketers will focus in 2011. the means of consumption. Every consumer brand is already thinking about how to create a mobile b2bbloggers.com app that’s either useful or fun. gillin.com #predictions11 Get content marketing how-to advice, samples, case studies and much more. Sign up for FREE today at www.contentmarketinginstitute.com.
  • Eileen Sutton Lisa Thorell Jeremy Victor The financial crisis may have a modest silver lining. On the B2C front, 2011 open with Apple TV, Quite honestly, I believe most brand marketers will Many financial marketers are now on the hunt for Google TV, Microsoft TV, the Boxee Box and other continue creating and distributing content in 2011 copy that is plain spoken. They understand the initiatives - all vying for position in the 5-year War in the same manner as they always have. Creating value of fresher brand content that speaks in a more for the Digital Living Room. brochures and web sites filled with features and transparent, more inviting voice across channels. benefits and talking about themselves and their Marketers are dusting off and reinventing client In their wake, the traditional broadcast TV hard- products. Remaining oblivious to the evolving communications like long, indirect letters, overly ware and programming markets will be disrupted nature of marketing and communication in the complex emails, and Help copy that often reads, and a new tide of player will emerge: Indie real-time world. negatively, as a brand’s fine print. They are low-cost video production and distribution houses, committing resources to hiring the right creative new hardware OEMs, app design houses creating I am not sure I have an answer why this will be vendors so the talk is straight. I think this trend will software for discovering content, connecting with the case, just that is what I am predicting for most deepen in 2011, as the financial industry, broadly, friends while TV viewing to many othe marketers. works to repair trust. yet-to-be-imagined Social TV experiences. Now, for the growing minority of brand suttoncreative.com Much as we see in NBA Digital today, 2011’s marketers, I predict a focus on creating and successful TV content producers will be rewarded distributing content centered on three questions: for developing a cross-platform digital asset strategy, encompassing TV, PC notebooks, smart 1. What their customers like (via buyer personas) Barbara Rozgonyi phones, iPad/tablets to gaming consoles. 2. Where their customers are (both in the buying In 2010, creating and distributing content advanced process and the social web) from a to-do list item to a top priority. With budgets Just as important, successful content producers will 3. What their customers know (using lead and attention in place, 2011 will be a year where increasingly directly involve the audience in their scoring and behavioral analytics to determine the frequency, quality and relevancy not only matter, story creation via Facebook, Twitter and YouTube right content to deliver at the right time) but will be essential to maintaining a competitive social networks. edge. Buyers are a lot more sophisticated which translates offthegrid-pr.com into them having much higher expectations of a Brand marketers will stretch out creatively to reach brand. Getting the right information in the hands collaborators within their customer of buyers at the right time AND place is how brand community with spokespersons who represent and marketers will focus in 2011. model the brand in real life. Events will be created as content-drivers that leverage multiple networks b2bbloggers.com all at once for long-reach playback. wiredprworks.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 30 Sign up for FREE today at www.contentmarketinginstitute.com.
  • Graeme Harrison Tom Pisello 2011 will be the year that brands effectively create The “consumerization” of B2B marketing is upon us, and this will have important implications into 2011 and and distribute content for the non-web. The web beyond for marketing strategies and budgets: isn’t dead, but brands now have to think long and hard about engaging with their target market on 1. Internet Fueled Buying Cycles– In the B2C space, the Internet has dramatically impacted how books, The Splinternet. apparel, electronics, music, cars and other goods are bought and sold. The consumer is now in charge: researching specifications, configuring and customizing solutions, getting peer reviews and advice, The challenge is creating and distributing engaging comparing prices, and “buying now”. During the B2C Internet revolution many a vendors world was turned content to an audience that are regularly connected upside down by failing to recognize and invest in the fundamental shift towards empowering consumers with to the internet but rarely the web. content and buying tools. Similarly in B2B we have seen a dramatic shift towards prospects taking charge of the buying cycle, using on-line content marketing, resources and tools to drive research, comparisons and purchase The majority of brand campaigns will have an app decisions. As well, sales professionals are seen as less important and valuable in the decision making process, on Apple’s platform, and almost every brand being invited later and later in the buying cycle, often after decisions have already been made. campaign will have a Facebook Page, but the difficulty for these brands is to achieve cut through 2. It’s Only a Matter of Trust – B2B buyers will rely more and more on your on-line presence to make a on these platforms - presence isn’t enough. judgment as to whether they will do business with you, and this presence needs to overcome typical vendor skepticism, convey credibility and gain trust. Does your company have the brand affinity, endorsements, graemeharrison.typepad.com reviews and validation needed to create trust? Buyers rely on peers, analysts and independent publications to identify credible resources, and more investments in content and contributions from these sources will be required. 3. Information Overload –even though B2B buyers are relying more on the Internet to fuel purchase decisions, these buyers are being inundated with more marketing messages over more channels than ever before, leading to information overload, confusion, and stalled decision making cycles. Better content targeting and personalization is required to end “carpet bombing” B2B marketing techniques, evolving to create a dialogue with buyers to guide them through the decision making process and buying lifecycle with personalized one-to-one advice. 4. Fight Frugalnomics – with two economic downturns over the past decade, B2B buyers are focused more than ever on what solutions are available to enable “doing-more-with-less”, driving savings and realizing quantifiable bottom-line impact. Even with a continued recovery in 2011, the shift to frugality is fundamental and permanent. This means even more investments in content and tools that help buyers assess and quantify the economic impact of implementing the proposed solutions, quantify the cost of “doing nothing”, and prove competitive cost advantages and value. alinean.com Get content marketing how-to advice, samples, case studies and much more. #predictions11 Page 31 Sign up for FREE today at www.contentmarketinginstitute.com.