SlideShare a Scribd company logo
1 of 63
Download to read offline
2018 CONTENT MARKETING
PREDICTIONS
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
My predictions for the upcoming year are simple (though somewhat
aspirational):
1.	 Apple will buy Disney. Although I still think this transaction is a few years away, I believe it will 	
	 ultimately happen, so I want to go on the record with this. As Apple continues to invest in
	 original content, it will discover that an out-and-out acquisition makes far more sense. It will see 	
	 the light and purchase what is, perhaps, the greatest media company on the planet.
2.	 In 2018, at least two major Fortune 500 brands will hire former publishers and/or media
	 executives to serve as their chief marketing officers.
3.	 At least one Fortune 100 company will announce it is transforming its marketing department into 	
	 a true profit center.  
									JOE PULIZZI
									@JoePulizzi
									Founder
									Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018, I expect to see more diversification of content formats. More
livestreaming on social. More audio/podcasts. Alexa skills. Content will continue
to expand beyond the traditional web and print approaches. Brands will continue to
invest in content, as they have been over the last few years; but that investment will
shift from mostly writing services and paid distribution/promotion to a whole host
of services – production, more animation and video-related graphics, voice talent,
etc. It’s no longer just about words – content is about creating experiences.
									AMANDA TODOROVICH
									@amandatodo
									Content Marketing Director
									Cleveland Clinic
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
With Joe Pulizzi stepping back, all serious content marketers will curl up in the
fetal position in the corner for the duration of 2018. We will build shrines and
hold vigils, awaiting his return.
Plan B: In 2018, content marketers – especially in B2B – will start to figure out how
to integrate content marketing into a wider performance marketing model. We’ll get
dramatically better at showing how and where content drives success. And our new
dashboards will show us that what works is confident, ambitious, hard-working, intelligent,
fun, strategic content that celebrates what we believe in while delivering real value.
									DOUG KESSLER
									@dougkessler
									Creative Director
									Velocity
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
“Brands.” “Companies.” “Content Marketing.” We use all these terms to describe one thing:
PEOPLE. There is no invisible force, no faceless entity. It’s all just you, doing what you do. And
so, here’s a prediction about YOU: In 2018, you will finally trust your intuition.
You will read the same lists, from the same faces; hear the same refrains around the industry; and finally
accept that all of them are just possibilities, not answers. Instead, it’s up to YOU to find the real answers
– not by obsessing over some blog post, or guru, or trend, but by investigating your own context and
making the right call FOR YOU.
So, what will it be in 2018, friend? Will you trust each new best practice, or will you craft your own? Will
you obsess over the trend, or use whatever approach best serves your customers? Will “they” have your
answers? Or will YOU?
I believe that, in the Era of Experts, it has never been a better time to think for yourself. But don’t listen
to me. Trust your intuition.
									JAY ACUNZO
									@jayacunzo
									Creator and Host
									Unthinkable
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Content must be connected! Brands will be doing more with voice, the
Internet of Things, and skills for Alexa and Google Home. 2018 will
reward predictive, personalized, frictionless content.
									JULIE FLEISCHER
									@jfly
									VP, Product Marketing
									Neustar
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Conversational interfaces – chatbots on websites and in Facebook
Messenger, as well as voice interfaces such as Alexa – are going to
experience explosive growth in 2018. Delivering the right content to people,
in the right way, through these interfaces is the next frontier in content
marketing.
									SCOTT BRINKER
									@chiefmartec
									VP Platform Ecosystem
									HubSpot
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018 brand marketers will focus heavily on establishing a voice
that their audience will recognize. A voice that isn’t a bland industry
message, but an approachable human resource that naturally meets the
consumer’s needs.
									JUNTAE DELANE
									@JuntaeDeLane
									Founder
									Digital Branding Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
I’m seeing two trends. The first is a real exploration of global content strategy.
Organizations that are deploying content locally, or in differing lines of business, are
seeing the imperative to streamline, coordinate, and operationalize on a global level.
Trend No. 2 is the rise of automation – and we’re not just talking “marketing
automation.” Instead, it will be about bringing highly contextual information from
beacons, sensors, and the Internet of Things into content marketing.
									REBECCA LIEB
									@lieblink
									Analyst and Founding Partner
									Kaleido Insights
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In a world of increasing scandal (think Wells Fargo) and people slapping
“fake news” labels on content with increasing frequency, success will
come from telling the truth. Always.
									DAVID MEERMAN SCOTT
									@dmscott
									Marketing Strategist
									Freshspot Marketing LLC
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Facebook will become a MAJOR player in video and other businesses will jump in.
Facebook will become a major competitor to YouTube. In 2017, Facebook kicked off the
Facebook Watch rollout for select creators (its TV-like option within Facebook). In 2018, we’ll
see that program expand to all people and pages on Facebook. We’ll also likely see Facebook
roll out new features for video creators/businesses that’ll make it far easier to get exposure
and be discovered. This could include preferential Facebook News Feed exposure for original
native video, generous revenue share deals, and the eventual rollout of a dedicated video app.
We also might see Facebook negotiate traditional television deals, or even start its own cable
television network. If you’re a video creator, watch this space closely!
									MICHAEL STELZNER
									@Mike_Stelzner
									Founder and CEO
									Social Media Examiner
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
With the Facebook algorithm continuing to change – and rumors swirling that
you will no longer be able to link to external content – paid social media is
going to be even bigger for distribution in 2018. As well, Alexa, Siri, and Cortana have
created more and more voice search, which will continue to increase (as we get more
and more lazy) in 2018 and beyond. This means paid search will have to be part of a
content marketer’s toolbox next year. The coveted top three spots in search results
will be the goal for just about every organization. Paid social, paid search, and paying
attention to the search results the personal assistants return are at the top of my list!
									GINI DIETRICH
									@ginidietrich
									CEO
									Spin Sucks
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Geofence marketing will be fully democratized. Marketers at smaller
companies will embrace this distribution channel as a way to deliver
highly customized and targeted communications and content to prospects
based on location and demographic data.
									VISHAL KHANNA
									@bediscontent
									Director of Marketing & Communications
									HealthPrize Technologies
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Brand marketers will make the transition from creating branded content
to building content brands. The most successful marketers will make an
appointment with their audience, develop a format for their content, attach talent to
their content and, most importantly, create a hook. Those who create a simple twist
on a familiar theme designed to ensnare or entrap a buying audience will be the big
winners in 2018. Content builds relationships. Relationships build trust. Trust drives
revenue. Build a buying audience, and the rest will take care of itself.
									ANDREW DAVIS
									@DrewDavisHere
									Bestselling author
									Monumental Shift, Inc.
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Iexpect 2018 to bring better content to our eyes and ears – instead of just
bringing more content. As content marketing becomes more mature,
brands, agencies, and publishers will put more effort into creating content that
differentiates, stands out, and is focused on creating value for the reader. This will
require more emphasis on great writing – more creative, more personal, and even
more dramatic, in some cases – to help build loyal audiences.
								STEPHANIE STAHL
								@EditorStahl
								General Manager
								Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Ipredict lower website traffic in 2018, especially from search. Google is filling search results
pages with so many “SERP features” that around half of all clicks are on Google products (maps,
images, YouTube) or Google ads. They are doing a better job of keeping their visitors. That means a
decline in click-through rates from organic search and fewer visits for websites.
Marketers will adapt by doubling down on search efforts in an attempt to get a bigger piece of a slowly
shrinking pie. A few will produce better content that’s better optimized for popular phrases and will
grow their search traffic. But many others will see organic search traffic flatten out or decline. Some
marketers will start buying more traffic to their content and find that the ROI isn’t bad.
Search will follow social. Just as Facebook throttled back organic reach and pushed marketers into
paid strategies, you’ll see a similar trend with Google.
									ANDY CRESTODINA
									@crestodina
									CMO
									Orbit Media Studios
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Automation in the form of voice recognition, chatbot front-ends, and
cognitive systems is going to take on a bigger role in the upcoming
years. 2018 will be a year of research and evaluation to understand how these
systems work and the benefits they can bring.
									VAL SWISHER
									@valswisher
									CEO
									Content Rules, Inc.
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
More marketers, across both B2C and B2B, will begin to blend SMS texting with
other channels as they strive to use data that enables personalization at scale.
Conversational texting that invites two-way dialogue through a platform that integrates
with CRM and marketing automation means we can build purposeful relationships that
continuously deliver mutual value due to increased visibility and responsiveness.
Also, with more companies adopting subscription and recurring revenue models, a focus
on customer retention and advocacy will become a bigger play because it ties to revenue
protection, as well as growth in CLV. Minimizing churn must become a priority for organizations
with this business model that are in pursuit of growth.
									ARDATH ALBEE
									@ardath421
									B2B Marketing Strategist
									Marketing Interactions, Inc.
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
2018 will be the year of audiences. Brands will look to the increasing
value of the audiences they have – and those that they want to have –
as the driver for their strategy to create and distribute content.
									ROBERT ROSE
									@Robert_Rose
									Chief Strategy Advisor
									Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
We’ll see brands shift from aggressive outbound campaigns to
evangelist enablement strategies. Online opinion leaders are the
next wave of focused media channels. Influencers with a strong position in a
deep vertical will be nourished by brands. Advanced, embargoed content is
the new currency to vertical influencers seeking to provide valuable content
to their audience.
									BUDDY SCALERA
									@BuddyScalera
									Sr. Director of Content Strategy
									The Medicines Company
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In the past, brands took a “top-down” approach: Content was created,
then passed to the team that managed distribution. Moving forward,
brands will also take a “bottom-up” approach, proactively understanding
where the content will go and tailoring different formats of content for
different communication channels.
									PAM DIDNER
									@PamDidner
									Content Marketing Strategist/Author
									Relentless Pursuit, LLC
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
2018 will be the year marketing sees that our greatest source of content
and power of distribution lies with our employees. The most authentic
and engaging content will come from the experts inside their own companies
sharing what they know and what they love. HR is the new marketing.
									MICHAEL BRENNER
									@BrennerMichael
									CEO
									Marketing Insider Group
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Marketers will work harder to understand more clearly who
their customer is NOT, so they can focus more on what their
true customers want and need. This will lead not just to more micro-
segmentation, but also to a better blend between evergreen and ephemeral
content.
								TAMSEN WEBSTER
								@tamadear
								Keynote Speaker, Idea Whisperer, Presentation Strategist
								The Red Thread
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Content will play an even more critical role in customer experience with the
evolution of voice-enabled devices. Finding a niche, owning that niche, and
being able to provide accurate, valuable, relevant, and detailed content has never
been more important. To stay relevant, we’re going to need to go from the top 10
Google search results to the top one or two voice search results, which will soon widen
the gap between good content marketing and amazing content marketing. Because
of this, Amazon and Google will eventually make voice search pay-to-play. And brands
will pay big money for it.
									CATHY MCPHILLIPS
									@cmcphillips
									VP of Marketing
									Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
To produce competitively relevant content, content marketers will transcend “acting
like media companies” by adopting the social value approaches of not-for-profits and
startup methodologies. This trend will be driven by:
•	 Increasing commoditization of most-obvious relevance opportunities
•	 Corporate social initiatives that are not linkable to business value
•	 The realization that many successful content initiatives aren’t driven by for-profits
•	 The rise of social entrepreneurialism and innovation as a business practice
•	 Global economic development driving reverse innovation.
									CARLOS ABLER
									@Carlos_Abler
									Leader – Content Marketing Strategy: Global eTransformation
									3M
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Just like “fake news,” we will see more “fake content” in 2018 –
essentially, intriguing content that looks credible and gets social
traction and eyeballs, but ultimately is false and misleading.
									PAWAN DESHPANDE
									@TweetsFromPawan	
									CEO
									Curata
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018, more content marketers will stop chasing what’s new and start
focusing on what their audiences actually want. Expect even more emphasis
on refreshing, repurposing, and repackaging existing content. That’s not a
bad thing – sometimes the song really does remain the same, even when the
instruments change. And the extra value derived from refreshing the golden oldies
– audience trust, increased engagement, or actual revenue – will underwrite more
experimental pieces that serve as early indicators of changing sentiments and
interests.
									KIM MOUTSOS
									@KMoutsos
									VP, Editorial
									Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Brands will create less content – but of a higher quality and relevance
– with the aim of creating truly personalized marketing experiences.
Strategic, delightful content first, and then automation and personalization
technology at the service of that content.
									BRIAN CLARK
									@brianclark
									CEO
									Rainmaker Digital
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Ibelieve marketers will finally stop listening to those who say shorter is
always better and will take the time to tell the story people want to hear.
Ironically, Twitter is one place where brevity is core to the brand, and it will
reverse its decision to allow 280 characters.
									MIKE MYERS
									@mikemyers614
									Manager, Communication
									Nationwide
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
2017 brought some pretty heavy and high-profile scams, scandals, and online security issues
to light (e.g., the Equifax breach, allegations of voter fraud and election interference, fake
news…). And with the European Union’s GDPR privacy laws set to go into effect very soon, 2018
should bring massive disruptions to the ways businesses can collect and use audience data.
Expect consumers to be much less willing to give up their personal information without a clear
understanding of how, when, and where it will be used – and how it will be kept secure. This means
marketers will have to work even harder to ensure regulatory compliance, as well as to provide
content experiences that consumers will consider to be suitably truthful, trustworthy, and valuable.
									JODI HARRIS
									@Joderama
									Consulting Director, Editorial Content and Curation
									Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
More and more content is being created in-house. But getting eyeballs
on that content is also becoming harder and harder. In 2018, there will
be a significant uptick in spending to amplify or promote content, compared to
previous years. Brands will need to really understand their buyer’s journey and
target the right audience at the right time on the right channel, then pay to put
their content in front of those people.
									ARNIE KUENN
									@ArnieK
									CEO
									Vertical Measures
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Content is getting granular. The tiniest attributes about your brand, people,
product, locations, and events are in demand by consumers addicted to
mobile search, adopting voice search, and testing AI. Structured answers demand
structured knowledge, and that means brands need platforms that enable the
direct provision of their digital knowledge to the expanding universe of intelligent
services provided by Amazon, Facebook, Google, Microsoft, and more.
									JEFFREY K. ROHRS
									@jkrohrs
									Chief Marketing Officer
									Yext
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Constructive insights based on feedback, not more data, will unlock the
promise of one-to-one conversation and value. That means understanding
the “why” and “what” of behavior in context and becoming obsessed with building
a fast-learning culture. The new paradigm is aligning an organization’s behaviors
with creating memorable moments in the customer’s experience by enabling
human contribution with intelligence.
									VALERIA MALTONI
									@ConversationAge
									Founder
									Conversation Agent LLC
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
2018 is the year brands will shift from thinking of content marketing as a
fad to recognizing its place as a primary way to build long-term customer
relationships. The result? Brands will plan for the content long haul by formalizing
operations, building in-house content studios, and refining amplification
strategies.
Also, while virtual reality content gets a lot of hype, we’re more likely to see brands
create augmented reality content to enhance storytelling at live events.
									DUSTY DIMERCURIO
									@dustycd
									Director, Content Marketing and Owned Media
									Autodesk
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
We should expect real-world adoption of tools that even 2-3 years ago
felt like science fiction. Chatbots with language skills will enable highly
personalized content conversations. Digital assistants will deliver more and more
content through voice interfaces. AI-powered websites will generate much of their
content automatically. And augmented and virtual reality experiences will become
commonplace.
									JAMES GARDNER
									@jamesagardner
									VP – Strategic Growth
									BEAM Interactive
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
2018 will see the rise of employee brand advocates above paid influencers.
Companies will embrace employee-advocacy programs in greater numbers
because of the need to produce thought-leading content to break through online
noise and the growing body of evidence supporting better outcomes for brands
that take this approach.
									CAS MCCULLOUGH
									@writally
									CEO
									Writally
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
“Content marketing” will cease to be thought of as a top-of-funnel, audience-
building activity as marketers realize that content is the golden thread
that connects every experience in the customer journey. As a result, brands will start
leveraging talented content teams to tell great stories that influence customers at all
funnel stages – they’ll realize that great stories aren’t just important to articles and
videos, but also for case studies and sales decks. As a result, content marketing will
start to be held accountable to true business results, not just vanity metrics.
									JOE LAZAUSKAS
									@joelazauskas
									Director of Content Strategy, Editor-in-Chief
									Contently
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Many have already started, but in 2018 we will reach the tipping point
for interactive content. Content shock means marketers have to think
differently to cut through the noise. The winners will leverage interactive platforms
(SnapApp, ion, Uberflip, and others) to engage prospects, get their interactions,
and build valuable data.
									WILL DAVIS
									@willdavis
									Co-Founder and Chief Marketing Technology Officer
									Right Source Marketing
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
My prediction? Technology will make us more efficient, effective, and balanced versions of ourselves. Think of it as
Self 2.0.
I’ve spent the last few years bellyaching about the negative impact of technology in our personal and professional lives. I’ve
groused about our dwindling capacity for sustained attention. I’ve bemoaned our lack of creativity due to having our frontal
lobes hijacked by social media. I even wagered with Joe Pulizzi back in 2016 that machine learning would not be able to create
content you would actually want to read in the next few years. Not even close.
I’m changing my tune for 2018.
I’m now fascinated by the AI-fueled revolution in marketing technology and productivity technology – all of which will help
us become enhanced versions of ourselves. The tools I use as a marketer and business owner are changing in such a way that
many of the jobs I once did manually are now wholly automated. And, in content marketing, everything from research and
content creation to audience development and analytics is being upended by AI (see Paul Roetzer’s presentation at CMWorld to
get a good taste of all this).
Yes, I’m ready to welcome our AI overlords and achieve Clare 2.0. (And I will admit publicly that I lost that bet to JP. Thankfully,
I think we’ve both forgotten what was on the line.)
									CLARE MCDERMOTT
									@soloportfolio
									Chief Editor, CCO Magazine
									President, SoloPortfolio
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
As marcom experiences become increasingly personal and customized,
I see a combination of increasingly leveraged social media and PURL-
like, customized rich content sites being combined to deliver nuanced offers.
									RICK SHORT
									@rickshort21
									Corporate Associate VP
									Indium Corporation
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Content marketing winners will listen intently to buyers’ questions and
weave teaching into their companies’ DNA. They’ll put listening before
yelling, showing before telling, and teaching before selling.
									GEORGE STENITZER
									@riverwordguy
									Founder
									Crystal Clear Communications
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018, I predict more brands will use original research in their content marketing
efforts. Not to get too meta, but we conducted research with Smartbrief earlier this
year and learned that 74% of B2B buyers consider original research from brands to be
influential in their purchasing process (think: research about industry trends). The only
thing considered more influential is peer-to-peer recommendations. Yet, our annual B2B
research reveals that only 37% of marketers are using original research in their efforts.
What an opportunity to give B2B buyers what they crave – and, as I can attest from my
experience at CMI, annual research is a wonderful way for a brand to build its audience.
									MICHELE LINN
									@Michelelinn
									Editorial Strategy Advisor
									Content Marketing Institute
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
More and more companies will not only hire in-house videographers,
but they’ll also start training their employees/subject matter
experts to be stronger performers and communicators on camera.
									MARCUS SHERIDAN
									@TheSalesLion
									Founder and President
									The Sales Lion
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Ibelieve 2018 will be a year where brands publish more and more content
natively on platforms. I have been seeing this trend of hub+hub vs.
hub+spoke for some time, but it’s becoming more and more apparent that
brands will be publishing less and less content on their own platforms (or
using their platforms more like archives).
									MITCH JOEL
									@mitchjoel
									President
									Mirum
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018, we will fearlessly cut the noise in our marketing and hyperfocus
inward on lower-volume, higher-quality content guided by the steady
feedback and expressed needs of our audiences – rather than methodically
saturating our channels and looking outward to find best practices, formulas,
and advice.
									TRISH WITKOWSKI
									@foldingfanatic
									Chief Folding Fanatic
									Foldfactory
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Ithink you’ll see more brands purchasing existing content outlets with
relevantaudiences,asopposedtobuildingtheirown(whichisprettytough).
									TOM WEBSTER
									@webby2001
									VP, Strategy and Marketing
									Edison Research
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Marketing is all about showing up where your audience is. So every brand
will board the runaway train that is Instagram, as its insanely fast-growing
member count surpasses 1 billion.
Recognizing that Instagram is no longer a millennial-only zone and is on the first page of
so many buyers’ phones, brands will dig deep to find ways to make their mark there with
visual content, contests, shoppable links, stories, videos, ads, and come what may from
the new, high-flying star of digital media.
									BARRY FELDMAN
									@feldmancreative
									Owner
									Feldman Creative
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Hopefully marketers will abandon the idea of content marketing as a project
and learn to integrate it into all of their marketing efforts. I also think
we’ll see a move toward customer experience driving content marketing efforts
within an organization; in fact, my prediction is that in 10 years, marketing will be
“owned” by customer experience.
									AHAVA LEIBTAG
									@ahaval
									President
									Aha Media Group
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Content creation needs to facilitate your customer conversations across the
buyer’s journey. To do that, you must create messaging and content assets that
answer the questions buyers are asking themselves at key moments: Why should I
change? Why should I pick you? Why should I do it now, not later? Why should I pay
more? And, why should I stay with you?
									TIM RIESTERER
									@TRiesterer
									Chief Strategy and Research Officer
									Corporate Visions
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Virtual reality content will really ramp up, with dozens of new
campaigns coming from all sectors of business. VR content will also
take its place in a few martech platforms and be the most talked about type
of content (next to video) by the end of 2018.
									JON WUEBBEN
									@jonwuebben
									CEO
									Content Launch
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018brandmarketerswillgetseriousaboutpodcasting.Afteryearsof
tryingtocajolesubject-matterexpertstowrite,marketerswilldiscoverthat
gettingthemtospeakonapodcastismucheasierandprovidesarichveinof
authoritativevoicesfortheirbrand.Andguesswhat?Everyonehasfundoingit!
									SARAH MITCHELL
									@SarahMitchellOz
									Director of Content Strategy
									Lush Digital Media
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
2018 will be the year more sales leaders will take notice of the
importance of content marketing. This will be made possible by
collaborative marketing technology and a mindset shift that recognizes that
marketing and sales need each other.
									BERNIE BORGES
									@bernieborges
									CMO
									Vengreso
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
As enthusiasm for and adoption of content marketing expands across industries and
organizations, we still aren’t tracking whether it’s really working – not just based
on clicks and engagement, but based on sales and revenue influence. Getting to a level of
precision on this won’t be easy, but I still don’t hear enough people asking the question.
Our own research recently showed that the vast majority of marketers aren’t measuring
the revenue impact or influence of their content. We have to bridge that gap better, moving
forward.
									MATT HEINZ
									@heinzmarketing
									President
									Heinz Marketing Inc.
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018, more and more brand marketers will incorporate content created
outside of the brand with UGC and influencers. The story will no longer
be told by the brand, but it will be created and distributed by the community.
									AMY HIGGINS
									@AmyWHiggins
									Sr. Manager, Strategic Accounts
									TopRank Marketing
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Smart marketers will shift their perspective from “marketing as a cost
center” to “marketing as a profit center;” from a focus on generating
impressions to a focus on generating revenue – in both expected and
unexpected ways.
									ANDREW HANELLY
									@hanelly
									Partner
									Revmade
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
More brand marketers will master the content force. They will focus
less on creating content to support a buyer journey and more on
creating differentiated content that attracts and influences their unique
audience.
									COLLEEN JONES
									@leenjones
									CEO
									Content Science
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
The short attention span is over. Very high-quality, long-form content is
the way forward. Not just 2000-word blogs, but 5000- and 10,000-word
e-books. Short, but complete “how-to” guides offering deep insights. Well-
crafted thought pieces. It’s all about quality. Print them up. Write a series.
Share them out. Collect the set.
									DAN HATCH
									@Daniel_Hatch
									Managing Editor
									Lush Digital Media
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
In 2018, content marketing will use tools to predict what topics are about
to take off even more. Today, many still respond after something took
off; but in 2018, sophisticated listening, anticipation, and execution will all
mature.
									CHRISTOPH TRAPPE
									@CTrappe
									VP of Content Marketing
									Scribblelive
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Content marketers will document their content marketing strategy and distribute it across their organization or get left
behind. Winging content marketing no longer works! Sixty-three percent of B2B marketers don’t have a documented
strategy, according to 2018 B2B Content Marketing Research. As with a good marriage, you must commit to content marketing
success and work toward it every day.
Content marketing will move beyond the funnel to support customers post-purchase. To reap profitable returns on your
customer acquisition investment, you must retain customers over time and keep them purchasing. In the process, marketing
will step up to the cash register and manage post-initial purchase sales through effective retention marketing.
Content marketing will also embrace customer lifetime value (CLTV) as the key success metric. Unlike ROI, CLTV proves that
marketing contributes to the company’s assets and market value. Further, CLTV enables marketers to focus their efforts on the
prospects and customers with the greatest potential to grow, and to unmarket unprofitable customers. (Yes, businesses often
retain customers past the point when they start costing more than the initial investment!)
									HEIDI COHEN
									@HeidiCohen
									Chief Content Officer
									Actionable Marketing Guide
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Ithink brands should consider doing a podcast. Audio is a great method
of captivating your audience. My new podcast, Bad Crypto, has received
over 450,000 downloads in the first 90 days. This can happen in many
industries. A podcast could potentially help you build credibility in any
industry.
									TRAVIS WRIGHT
									@teedubya
									Chief Marketing Technologist
									CCP.Digital
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Virality and reach will become less important, and marketers will instead focus on
better segmenting and targeting capabilities, enhanced with the help of AI. This
will finally lead to the downfall of the recent trend of snake-oil salespeople who promise
to hack your way into millions of meaningless views, comments, and “likes.” Content
marketing will no longer be a game of volume and bloated numbers, but will instead
promote empathy, relevance, and exclusivity.
									JASON MILLER
									@jasonmillerca
									Global Content Marketing Leader
									LinkedIn
60+ PREDICTIONS ON
CONTENT MARKETING IN 2018
Make sure you stay on top of these trends – and
any others that might emerge in 2018.
Subscribe to CMI’s e-newsletter.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training
organization, teaching enterprise brands how to attract and retain customers through
compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest
content marketing-focused event, is held every September in Cleveland, Ohio, USA, and
the Intelligent Content Conference event is held every spring. CMI publishes the quarterly
magazine Chief Content Officer, and provides strategic consulting and content marketing
research for some of the best-known brands in the world. Watch this video to learn more
about CMI, a UBM company. To view all research and subscribe to our emails, visit
www.contentmarketinginstitute.com.
Content Marketing Institute is organized by UBM plc. UBM is the largest pure-play B2B Events
organizer in the world. Our 3,750+ people, based in more than 20 countries, serve more than
50 different sectors. Our deep knowledge and passion for these sectors allow us to create
valuable experiences which enable our customers to succeed.
Please visit www.ubm.com for the latest news and information about UBM.

More Related Content

What's hot

The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...
The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...
The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...Content Marketing Institute
 
In-Flight Content Guide: Making the Most of Your Content Journey
In-Flight Content Guide: Making the Most of Your Content JourneyIn-Flight Content Guide: Making the Most of Your Content Journey
In-Flight Content Guide: Making the Most of Your Content JourneyContent Marketing Institute
 
Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That ConvertsMichael Brenner
 
Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...
Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...
Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...Content Marketing Institute
 
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventContent Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventMaccabee Public Relations
 
The Content Marketing Manifesto
The Content Marketing ManifestoThe Content Marketing Manifesto
The Content Marketing ManifestoRand Fishkin
 
The Line Between Media and Brands is Blurring Fast
The Line Between Media and Brands is Blurring FastThe Line Between Media and Brands is Blurring Fast
The Line Between Media and Brands is Blurring FastHubSpot
 
Measuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessMeasuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessTopRank Marketing Agency
 
Making Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingMaking Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingTopRank Marketing Agency
 
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice EnginesData-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice EnginesLattice Engines
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyNewsCred
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkKristina Halvorson
 
20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing20 Epic Examples of Content Marketing
20 Epic Examples of Content MarketingJoe Pulizzi
 
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders 2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
 
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
 
Content Marketing Trends 2018
Content Marketing Trends 2018Content Marketing Trends 2018
Content Marketing Trends 2018Teuku Irmansyah
 
Content marketing ppt
Content marketing pptContent marketing ppt
Content marketing pptRM83
 

What's hot (20)

The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
Content and Strategy
Content and StrategyContent and Strategy
Content and Strategy
 
The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...
The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...
The Power of Visual Storytelling: Graphic Recordings of Content Marketing Wor...
 
In-Flight Content Guide: Making the Most of Your Content Journey
In-Flight Content Guide: Making the Most of Your Content JourneyIn-Flight Content Guide: Making the Most of Your Content Journey
In-Flight Content Guide: Making the Most of Your Content Journey
 
Content Marketing That Converts
Content Marketing That ConvertsContent Marketing That Converts
Content Marketing That Converts
 
Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...
Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...
Making Content Marketing the Star of Your Marketing - A Content Marketing Wor...
 
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEventContent Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
Content Marketing 101: The Basics of Content Marketing | #SMRockstarEvent
 
The Content Marketing Manifesto
The Content Marketing ManifestoThe Content Marketing Manifesto
The Content Marketing Manifesto
 
The Line Between Media and Brands is Blurring Fast
The Line Between Media and Brands is Blurring FastThe Line Between Media and Brands is Blurring Fast
The Line Between Media and Brands is Blurring Fast
 
Measuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessMeasuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office Success
 
Making Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your MarketingMaking Content Marketing the Star of Your Marketing
Making Content Marketing the Star of Your Marketing
 
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice EnginesData-Driven Marketing And Sales Predictions 2014 - Lattice Engines
Data-Driven Marketing And Sales Predictions 2014 - Lattice Engines
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing Strategy
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are Drunk
 
20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing20 Epic Examples of Content Marketing
20 Epic Examples of Content Marketing
 
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders 2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders
 
Content Marketing Predictions
Content Marketing PredictionsContent Marketing Predictions
Content Marketing Predictions
 
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
 
Content Marketing Trends 2018
Content Marketing Trends 2018Content Marketing Trends 2018
Content Marketing Trends 2018
 
Content marketing ppt
Content marketing pptContent marketing ppt
Content marketing ppt
 

Similar to 2018 Content Marketing Predictions

Social Media Trends for 2018
Social Media Trends for 2018Social Media Trends for 2018
Social Media Trends for 2018Talkwalker
 
60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing InstituteContent Marketing Institute
 
Content marketing predictions 2014
Content marketing predictions 2014Content marketing predictions 2014
Content marketing predictions 2014Prayukth K V
 
2016 Content Marketing Predictions From the Experts
2016 Content Marketing Predictions From the Experts2016 Content Marketing Predictions From the Experts
2016 Content Marketing Predictions From the ExpertsVoceCommunications
 
2016 Digital Marketing Playbook - SIS Annual Addition
2016 Digital Marketing Playbook - SIS Annual Addition2016 Digital Marketing Playbook - SIS Annual Addition
2016 Digital Marketing Playbook - SIS Annual AdditionSISDigital
 
SISDigital's 2016 Digital Marketing Playbook
SISDigital's 2016 Digital Marketing PlaybookSISDigital's 2016 Digital Marketing Playbook
SISDigital's 2016 Digital Marketing PlaybookShirene Chehrazi
 
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQ
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQWhy content is vital for your brand's survival in 2022 | CONTENT CLINIQ
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQCONTENT CLINIQ
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by HubspotMarius Sescu
 
The Future of Content Marketing - 2014 Edition
The Future of Content Marketing - 2014 EditionThe Future of Content Marketing - 2014 Edition
The Future of Content Marketing - 2014 EditionBusiness 2 Community
 
What's Next? Marketing 2015
What's Next? Marketing 2015What's Next? Marketing 2015
What's Next? Marketing 2015Uzzal Hossain
 
What's Next? Marketing 2015
What's Next? Marketing 2015What's Next? Marketing 2015
What's Next? Marketing 2015Wishpond
 
Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012Content Marketing Institute
 
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 20205 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020Eric Shutt
 
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice EnginesData-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice EnginesLattice Engines
 
Predictions2012 111218211727-phpapp01
Predictions2012 111218211727-phpapp01Predictions2012 111218211727-phpapp01
Predictions2012 111218211727-phpapp01Christina Douma
 
Where To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs WebsiteWhere To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs WebsiteXpand Marketing
 
10 Trends every marketer should know for 2018
10 Trends every marketer should know for 201810 Trends every marketer should know for 2018
10 Trends every marketer should know for 2018The House of Marketing
 

Similar to 2018 Content Marketing Predictions (20)

85+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 201985+ Predictions on Content Marketing in 2019
85+ Predictions on Content Marketing in 2019
 
Social Media Trends for 2018
Social Media Trends for 2018Social Media Trends for 2018
Social Media Trends for 2018
 
40+ Predictions on Content Marketing in 2016
40+ Predictions on Content Marketing in 201640+ Predictions on Content Marketing in 2016
40+ Predictions on Content Marketing in 2016
 
60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute
 
50 Content Marketing Predictions for 2014
50 Content Marketing Predictions for 201450 Content Marketing Predictions for 2014
50 Content Marketing Predictions for 2014
 
Content marketing predictions 2014
Content marketing predictions 2014Content marketing predictions 2014
Content marketing predictions 2014
 
2016 Content Marketing Predictions From the Experts
2016 Content Marketing Predictions From the Experts2016 Content Marketing Predictions From the Experts
2016 Content Marketing Predictions From the Experts
 
2016 Digital Marketing Playbook - SIS Annual Addition
2016 Digital Marketing Playbook - SIS Annual Addition2016 Digital Marketing Playbook - SIS Annual Addition
2016 Digital Marketing Playbook - SIS Annual Addition
 
SISDigital's 2016 Digital Marketing Playbook
SISDigital's 2016 Digital Marketing PlaybookSISDigital's 2016 Digital Marketing Playbook
SISDigital's 2016 Digital Marketing Playbook
 
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQ
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQWhy content is vital for your brand's survival in 2022 | CONTENT CLINIQ
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQ
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
The Future of Content Marketing - 2014 Edition
The Future of Content Marketing - 2014 EditionThe Future of Content Marketing - 2014 Edition
The Future of Content Marketing - 2014 Edition
 
What's Next? Marketing 2015
What's Next? Marketing 2015What's Next? Marketing 2015
What's Next? Marketing 2015
 
What's Next? Marketing 2015
What's Next? Marketing 2015What's Next? Marketing 2015
What's Next? Marketing 2015
 
Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012
 
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 20205 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
5 TRENDS FOR DIGITAL AGENCIES (AND BRANDS) TO BE READY FOR 2020
 
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice EnginesData-driven Marketing and Sales 2016 Predictions - Lattice Engines
Data-driven Marketing and Sales 2016 Predictions - Lattice Engines
 
Predictions2012 111218211727-phpapp01
Predictions2012 111218211727-phpapp01Predictions2012 111218211727-phpapp01
Predictions2012 111218211727-phpapp01
 
Where To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs WebsiteWhere To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs Website
 
10 Trends every marketer should know for 2018
10 Trends every marketer should know for 201810 Trends every marketer should know for 2018
10 Trends every marketer should know for 2018
 

More from Content Marketing Institute

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market BriefContent Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Content Marketing Institute
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Content Marketing Institute
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Institute
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteContent Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Content Marketing Institute
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...Content Marketing Institute
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistContent Marketing Institute
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsContent Marketing Institute
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsContent Marketing Institute
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North AmericaContent Marketing Institute
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingContent Marketing Institute
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsContent Marketing Institute
 

More from Content Marketing Institute (20)

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
CMWorld Bingo
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 

Recently uploaded

Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptxswarajkoli3
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...LazarinaStoyanova
 
From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOSzymon Słowik
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing StrategyBlue Atlas Marketing
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 

Recently uploaded (20)

Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
When to use Machine Learning Models in SEO and Which ones to use - Lazarina S...
 
From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEO
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 

2018 Content Marketing Predictions

  • 2. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 My predictions for the upcoming year are simple (though somewhat aspirational): 1. Apple will buy Disney. Although I still think this transaction is a few years away, I believe it will ultimately happen, so I want to go on the record with this. As Apple continues to invest in original content, it will discover that an out-and-out acquisition makes far more sense. It will see the light and purchase what is, perhaps, the greatest media company on the planet. 2. In 2018, at least two major Fortune 500 brands will hire former publishers and/or media executives to serve as their chief marketing officers. 3. At least one Fortune 100 company will announce it is transforming its marketing department into a true profit center. JOE PULIZZI @JoePulizzi Founder Content Marketing Institute
  • 3. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018, I expect to see more diversification of content formats. More livestreaming on social. More audio/podcasts. Alexa skills. Content will continue to expand beyond the traditional web and print approaches. Brands will continue to invest in content, as they have been over the last few years; but that investment will shift from mostly writing services and paid distribution/promotion to a whole host of services – production, more animation and video-related graphics, voice talent, etc. It’s no longer just about words – content is about creating experiences. AMANDA TODOROVICH @amandatodo Content Marketing Director Cleveland Clinic
  • 4. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 With Joe Pulizzi stepping back, all serious content marketers will curl up in the fetal position in the corner for the duration of 2018. We will build shrines and hold vigils, awaiting his return. Plan B: In 2018, content marketers – especially in B2B – will start to figure out how to integrate content marketing into a wider performance marketing model. We’ll get dramatically better at showing how and where content drives success. And our new dashboards will show us that what works is confident, ambitious, hard-working, intelligent, fun, strategic content that celebrates what we believe in while delivering real value. DOUG KESSLER @dougkessler Creative Director Velocity
  • 5. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 “Brands.” “Companies.” “Content Marketing.” We use all these terms to describe one thing: PEOPLE. There is no invisible force, no faceless entity. It’s all just you, doing what you do. And so, here’s a prediction about YOU: In 2018, you will finally trust your intuition. You will read the same lists, from the same faces; hear the same refrains around the industry; and finally accept that all of them are just possibilities, not answers. Instead, it’s up to YOU to find the real answers – not by obsessing over some blog post, or guru, or trend, but by investigating your own context and making the right call FOR YOU. So, what will it be in 2018, friend? Will you trust each new best practice, or will you craft your own? Will you obsess over the trend, or use whatever approach best serves your customers? Will “they” have your answers? Or will YOU? I believe that, in the Era of Experts, it has never been a better time to think for yourself. But don’t listen to me. Trust your intuition. JAY ACUNZO @jayacunzo Creator and Host Unthinkable
  • 6. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Content must be connected! Brands will be doing more with voice, the Internet of Things, and skills for Alexa and Google Home. 2018 will reward predictive, personalized, frictionless content. JULIE FLEISCHER @jfly VP, Product Marketing Neustar
  • 7. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Conversational interfaces – chatbots on websites and in Facebook Messenger, as well as voice interfaces such as Alexa – are going to experience explosive growth in 2018. Delivering the right content to people, in the right way, through these interfaces is the next frontier in content marketing. SCOTT BRINKER @chiefmartec VP Platform Ecosystem HubSpot
  • 8. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018 brand marketers will focus heavily on establishing a voice that their audience will recognize. A voice that isn’t a bland industry message, but an approachable human resource that naturally meets the consumer’s needs. JUNTAE DELANE @JuntaeDeLane Founder Digital Branding Institute
  • 9. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 I’m seeing two trends. The first is a real exploration of global content strategy. Organizations that are deploying content locally, or in differing lines of business, are seeing the imperative to streamline, coordinate, and operationalize on a global level. Trend No. 2 is the rise of automation – and we’re not just talking “marketing automation.” Instead, it will be about bringing highly contextual information from beacons, sensors, and the Internet of Things into content marketing. REBECCA LIEB @lieblink Analyst and Founding Partner Kaleido Insights
  • 10. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In a world of increasing scandal (think Wells Fargo) and people slapping “fake news” labels on content with increasing frequency, success will come from telling the truth. Always. DAVID MEERMAN SCOTT @dmscott Marketing Strategist Freshspot Marketing LLC
  • 11. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Facebook will become a MAJOR player in video and other businesses will jump in. Facebook will become a major competitor to YouTube. In 2017, Facebook kicked off the Facebook Watch rollout for select creators (its TV-like option within Facebook). In 2018, we’ll see that program expand to all people and pages on Facebook. We’ll also likely see Facebook roll out new features for video creators/businesses that’ll make it far easier to get exposure and be discovered. This could include preferential Facebook News Feed exposure for original native video, generous revenue share deals, and the eventual rollout of a dedicated video app. We also might see Facebook negotiate traditional television deals, or even start its own cable television network. If you’re a video creator, watch this space closely! MICHAEL STELZNER @Mike_Stelzner Founder and CEO Social Media Examiner
  • 12. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 With the Facebook algorithm continuing to change – and rumors swirling that you will no longer be able to link to external content – paid social media is going to be even bigger for distribution in 2018. As well, Alexa, Siri, and Cortana have created more and more voice search, which will continue to increase (as we get more and more lazy) in 2018 and beyond. This means paid search will have to be part of a content marketer’s toolbox next year. The coveted top three spots in search results will be the goal for just about every organization. Paid social, paid search, and paying attention to the search results the personal assistants return are at the top of my list! GINI DIETRICH @ginidietrich CEO Spin Sucks
  • 13. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Geofence marketing will be fully democratized. Marketers at smaller companies will embrace this distribution channel as a way to deliver highly customized and targeted communications and content to prospects based on location and demographic data. VISHAL KHANNA @bediscontent Director of Marketing & Communications HealthPrize Technologies
  • 14. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Brand marketers will make the transition from creating branded content to building content brands. The most successful marketers will make an appointment with their audience, develop a format for their content, attach talent to their content and, most importantly, create a hook. Those who create a simple twist on a familiar theme designed to ensnare or entrap a buying audience will be the big winners in 2018. Content builds relationships. Relationships build trust. Trust drives revenue. Build a buying audience, and the rest will take care of itself. ANDREW DAVIS @DrewDavisHere Bestselling author Monumental Shift, Inc.
  • 15. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Iexpect 2018 to bring better content to our eyes and ears – instead of just bringing more content. As content marketing becomes more mature, brands, agencies, and publishers will put more effort into creating content that differentiates, stands out, and is focused on creating value for the reader. This will require more emphasis on great writing – more creative, more personal, and even more dramatic, in some cases – to help build loyal audiences. STEPHANIE STAHL @EditorStahl General Manager Content Marketing Institute
  • 16. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Ipredict lower website traffic in 2018, especially from search. Google is filling search results pages with so many “SERP features” that around half of all clicks are on Google products (maps, images, YouTube) or Google ads. They are doing a better job of keeping their visitors. That means a decline in click-through rates from organic search and fewer visits for websites. Marketers will adapt by doubling down on search efforts in an attempt to get a bigger piece of a slowly shrinking pie. A few will produce better content that’s better optimized for popular phrases and will grow their search traffic. But many others will see organic search traffic flatten out or decline. Some marketers will start buying more traffic to their content and find that the ROI isn’t bad. Search will follow social. Just as Facebook throttled back organic reach and pushed marketers into paid strategies, you’ll see a similar trend with Google. ANDY CRESTODINA @crestodina CMO Orbit Media Studios
  • 17. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Automation in the form of voice recognition, chatbot front-ends, and cognitive systems is going to take on a bigger role in the upcoming years. 2018 will be a year of research and evaluation to understand how these systems work and the benefits they can bring. VAL SWISHER @valswisher CEO Content Rules, Inc.
  • 18. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 More marketers, across both B2C and B2B, will begin to blend SMS texting with other channels as they strive to use data that enables personalization at scale. Conversational texting that invites two-way dialogue through a platform that integrates with CRM and marketing automation means we can build purposeful relationships that continuously deliver mutual value due to increased visibility and responsiveness. Also, with more companies adopting subscription and recurring revenue models, a focus on customer retention and advocacy will become a bigger play because it ties to revenue protection, as well as growth in CLV. Minimizing churn must become a priority for organizations with this business model that are in pursuit of growth. ARDATH ALBEE @ardath421 B2B Marketing Strategist Marketing Interactions, Inc.
  • 19. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 2018 will be the year of audiences. Brands will look to the increasing value of the audiences they have – and those that they want to have – as the driver for their strategy to create and distribute content. ROBERT ROSE @Robert_Rose Chief Strategy Advisor Content Marketing Institute
  • 20. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 We’ll see brands shift from aggressive outbound campaigns to evangelist enablement strategies. Online opinion leaders are the next wave of focused media channels. Influencers with a strong position in a deep vertical will be nourished by brands. Advanced, embargoed content is the new currency to vertical influencers seeking to provide valuable content to their audience. BUDDY SCALERA @BuddyScalera Sr. Director of Content Strategy The Medicines Company
  • 21. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In the past, brands took a “top-down” approach: Content was created, then passed to the team that managed distribution. Moving forward, brands will also take a “bottom-up” approach, proactively understanding where the content will go and tailoring different formats of content for different communication channels. PAM DIDNER @PamDidner Content Marketing Strategist/Author Relentless Pursuit, LLC
  • 22. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 2018 will be the year marketing sees that our greatest source of content and power of distribution lies with our employees. The most authentic and engaging content will come from the experts inside their own companies sharing what they know and what they love. HR is the new marketing. MICHAEL BRENNER @BrennerMichael CEO Marketing Insider Group
  • 23. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Marketers will work harder to understand more clearly who their customer is NOT, so they can focus more on what their true customers want and need. This will lead not just to more micro- segmentation, but also to a better blend between evergreen and ephemeral content. TAMSEN WEBSTER @tamadear Keynote Speaker, Idea Whisperer, Presentation Strategist The Red Thread
  • 24. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Content will play an even more critical role in customer experience with the evolution of voice-enabled devices. Finding a niche, owning that niche, and being able to provide accurate, valuable, relevant, and detailed content has never been more important. To stay relevant, we’re going to need to go from the top 10 Google search results to the top one or two voice search results, which will soon widen the gap between good content marketing and amazing content marketing. Because of this, Amazon and Google will eventually make voice search pay-to-play. And brands will pay big money for it. CATHY MCPHILLIPS @cmcphillips VP of Marketing Content Marketing Institute
  • 25. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 To produce competitively relevant content, content marketers will transcend “acting like media companies” by adopting the social value approaches of not-for-profits and startup methodologies. This trend will be driven by: • Increasing commoditization of most-obvious relevance opportunities • Corporate social initiatives that are not linkable to business value • The realization that many successful content initiatives aren’t driven by for-profits • The rise of social entrepreneurialism and innovation as a business practice • Global economic development driving reverse innovation. CARLOS ABLER @Carlos_Abler Leader – Content Marketing Strategy: Global eTransformation 3M
  • 26. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Just like “fake news,” we will see more “fake content” in 2018 – essentially, intriguing content that looks credible and gets social traction and eyeballs, but ultimately is false and misleading. PAWAN DESHPANDE @TweetsFromPawan CEO Curata
  • 27. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018, more content marketers will stop chasing what’s new and start focusing on what their audiences actually want. Expect even more emphasis on refreshing, repurposing, and repackaging existing content. That’s not a bad thing – sometimes the song really does remain the same, even when the instruments change. And the extra value derived from refreshing the golden oldies – audience trust, increased engagement, or actual revenue – will underwrite more experimental pieces that serve as early indicators of changing sentiments and interests. KIM MOUTSOS @KMoutsos VP, Editorial Content Marketing Institute
  • 28. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Brands will create less content – but of a higher quality and relevance – with the aim of creating truly personalized marketing experiences. Strategic, delightful content first, and then automation and personalization technology at the service of that content. BRIAN CLARK @brianclark CEO Rainmaker Digital
  • 29. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Ibelieve marketers will finally stop listening to those who say shorter is always better and will take the time to tell the story people want to hear. Ironically, Twitter is one place where brevity is core to the brand, and it will reverse its decision to allow 280 characters. MIKE MYERS @mikemyers614 Manager, Communication Nationwide
  • 30. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 2017 brought some pretty heavy and high-profile scams, scandals, and online security issues to light (e.g., the Equifax breach, allegations of voter fraud and election interference, fake news…). And with the European Union’s GDPR privacy laws set to go into effect very soon, 2018 should bring massive disruptions to the ways businesses can collect and use audience data. Expect consumers to be much less willing to give up their personal information without a clear understanding of how, when, and where it will be used – and how it will be kept secure. This means marketers will have to work even harder to ensure regulatory compliance, as well as to provide content experiences that consumers will consider to be suitably truthful, trustworthy, and valuable. JODI HARRIS @Joderama Consulting Director, Editorial Content and Curation Content Marketing Institute
  • 31. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 More and more content is being created in-house. But getting eyeballs on that content is also becoming harder and harder. In 2018, there will be a significant uptick in spending to amplify or promote content, compared to previous years. Brands will need to really understand their buyer’s journey and target the right audience at the right time on the right channel, then pay to put their content in front of those people. ARNIE KUENN @ArnieK CEO Vertical Measures
  • 32. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Content is getting granular. The tiniest attributes about your brand, people, product, locations, and events are in demand by consumers addicted to mobile search, adopting voice search, and testing AI. Structured answers demand structured knowledge, and that means brands need platforms that enable the direct provision of their digital knowledge to the expanding universe of intelligent services provided by Amazon, Facebook, Google, Microsoft, and more. JEFFREY K. ROHRS @jkrohrs Chief Marketing Officer Yext
  • 33. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Constructive insights based on feedback, not more data, will unlock the promise of one-to-one conversation and value. That means understanding the “why” and “what” of behavior in context and becoming obsessed with building a fast-learning culture. The new paradigm is aligning an organization’s behaviors with creating memorable moments in the customer’s experience by enabling human contribution with intelligence. VALERIA MALTONI @ConversationAge Founder Conversation Agent LLC
  • 34. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 2018 is the year brands will shift from thinking of content marketing as a fad to recognizing its place as a primary way to build long-term customer relationships. The result? Brands will plan for the content long haul by formalizing operations, building in-house content studios, and refining amplification strategies. Also, while virtual reality content gets a lot of hype, we’re more likely to see brands create augmented reality content to enhance storytelling at live events. DUSTY DIMERCURIO @dustycd Director, Content Marketing and Owned Media Autodesk
  • 35. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 We should expect real-world adoption of tools that even 2-3 years ago felt like science fiction. Chatbots with language skills will enable highly personalized content conversations. Digital assistants will deliver more and more content through voice interfaces. AI-powered websites will generate much of their content automatically. And augmented and virtual reality experiences will become commonplace. JAMES GARDNER @jamesagardner VP – Strategic Growth BEAM Interactive
  • 36. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 2018 will see the rise of employee brand advocates above paid influencers. Companies will embrace employee-advocacy programs in greater numbers because of the need to produce thought-leading content to break through online noise and the growing body of evidence supporting better outcomes for brands that take this approach. CAS MCCULLOUGH @writally CEO Writally
  • 37. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 “Content marketing” will cease to be thought of as a top-of-funnel, audience- building activity as marketers realize that content is the golden thread that connects every experience in the customer journey. As a result, brands will start leveraging talented content teams to tell great stories that influence customers at all funnel stages – they’ll realize that great stories aren’t just important to articles and videos, but also for case studies and sales decks. As a result, content marketing will start to be held accountable to true business results, not just vanity metrics. JOE LAZAUSKAS @joelazauskas Director of Content Strategy, Editor-in-Chief Contently
  • 38. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Many have already started, but in 2018 we will reach the tipping point for interactive content. Content shock means marketers have to think differently to cut through the noise. The winners will leverage interactive platforms (SnapApp, ion, Uberflip, and others) to engage prospects, get their interactions, and build valuable data. WILL DAVIS @willdavis Co-Founder and Chief Marketing Technology Officer Right Source Marketing
  • 39. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 My prediction? Technology will make us more efficient, effective, and balanced versions of ourselves. Think of it as Self 2.0. I’ve spent the last few years bellyaching about the negative impact of technology in our personal and professional lives. I’ve groused about our dwindling capacity for sustained attention. I’ve bemoaned our lack of creativity due to having our frontal lobes hijacked by social media. I even wagered with Joe Pulizzi back in 2016 that machine learning would not be able to create content you would actually want to read in the next few years. Not even close. I’m changing my tune for 2018. I’m now fascinated by the AI-fueled revolution in marketing technology and productivity technology – all of which will help us become enhanced versions of ourselves. The tools I use as a marketer and business owner are changing in such a way that many of the jobs I once did manually are now wholly automated. And, in content marketing, everything from research and content creation to audience development and analytics is being upended by AI (see Paul Roetzer’s presentation at CMWorld to get a good taste of all this). Yes, I’m ready to welcome our AI overlords and achieve Clare 2.0. (And I will admit publicly that I lost that bet to JP. Thankfully, I think we’ve both forgotten what was on the line.) CLARE MCDERMOTT @soloportfolio Chief Editor, CCO Magazine President, SoloPortfolio
  • 40. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 As marcom experiences become increasingly personal and customized, I see a combination of increasingly leveraged social media and PURL- like, customized rich content sites being combined to deliver nuanced offers. RICK SHORT @rickshort21 Corporate Associate VP Indium Corporation
  • 41. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Content marketing winners will listen intently to buyers’ questions and weave teaching into their companies’ DNA. They’ll put listening before yelling, showing before telling, and teaching before selling. GEORGE STENITZER @riverwordguy Founder Crystal Clear Communications
  • 42. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018, I predict more brands will use original research in their content marketing efforts. Not to get too meta, but we conducted research with Smartbrief earlier this year and learned that 74% of B2B buyers consider original research from brands to be influential in their purchasing process (think: research about industry trends). The only thing considered more influential is peer-to-peer recommendations. Yet, our annual B2B research reveals that only 37% of marketers are using original research in their efforts. What an opportunity to give B2B buyers what they crave – and, as I can attest from my experience at CMI, annual research is a wonderful way for a brand to build its audience. MICHELE LINN @Michelelinn Editorial Strategy Advisor Content Marketing Institute
  • 43. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 More and more companies will not only hire in-house videographers, but they’ll also start training their employees/subject matter experts to be stronger performers and communicators on camera. MARCUS SHERIDAN @TheSalesLion Founder and President The Sales Lion
  • 44. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Ibelieve 2018 will be a year where brands publish more and more content natively on platforms. I have been seeing this trend of hub+hub vs. hub+spoke for some time, but it’s becoming more and more apparent that brands will be publishing less and less content on their own platforms (or using their platforms more like archives). MITCH JOEL @mitchjoel President Mirum
  • 45. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018, we will fearlessly cut the noise in our marketing and hyperfocus inward on lower-volume, higher-quality content guided by the steady feedback and expressed needs of our audiences – rather than methodically saturating our channels and looking outward to find best practices, formulas, and advice. TRISH WITKOWSKI @foldingfanatic Chief Folding Fanatic Foldfactory
  • 46. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Ithink you’ll see more brands purchasing existing content outlets with relevantaudiences,asopposedtobuildingtheirown(whichisprettytough). TOM WEBSTER @webby2001 VP, Strategy and Marketing Edison Research
  • 47. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Marketing is all about showing up where your audience is. So every brand will board the runaway train that is Instagram, as its insanely fast-growing member count surpasses 1 billion. Recognizing that Instagram is no longer a millennial-only zone and is on the first page of so many buyers’ phones, brands will dig deep to find ways to make their mark there with visual content, contests, shoppable links, stories, videos, ads, and come what may from the new, high-flying star of digital media. BARRY FELDMAN @feldmancreative Owner Feldman Creative
  • 48. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Hopefully marketers will abandon the idea of content marketing as a project and learn to integrate it into all of their marketing efforts. I also think we’ll see a move toward customer experience driving content marketing efforts within an organization; in fact, my prediction is that in 10 years, marketing will be “owned” by customer experience. AHAVA LEIBTAG @ahaval President Aha Media Group
  • 49. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Content creation needs to facilitate your customer conversations across the buyer’s journey. To do that, you must create messaging and content assets that answer the questions buyers are asking themselves at key moments: Why should I change? Why should I pick you? Why should I do it now, not later? Why should I pay more? And, why should I stay with you? TIM RIESTERER @TRiesterer Chief Strategy and Research Officer Corporate Visions
  • 50. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Virtual reality content will really ramp up, with dozens of new campaigns coming from all sectors of business. VR content will also take its place in a few martech platforms and be the most talked about type of content (next to video) by the end of 2018. JON WUEBBEN @jonwuebben CEO Content Launch
  • 51. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018brandmarketerswillgetseriousaboutpodcasting.Afteryearsof tryingtocajolesubject-matterexpertstowrite,marketerswilldiscoverthat gettingthemtospeakonapodcastismucheasierandprovidesarichveinof authoritativevoicesfortheirbrand.Andguesswhat?Everyonehasfundoingit! SARAH MITCHELL @SarahMitchellOz Director of Content Strategy Lush Digital Media
  • 52. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 2018 will be the year more sales leaders will take notice of the importance of content marketing. This will be made possible by collaborative marketing technology and a mindset shift that recognizes that marketing and sales need each other. BERNIE BORGES @bernieborges CMO Vengreso
  • 53. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 As enthusiasm for and adoption of content marketing expands across industries and organizations, we still aren’t tracking whether it’s really working – not just based on clicks and engagement, but based on sales and revenue influence. Getting to a level of precision on this won’t be easy, but I still don’t hear enough people asking the question. Our own research recently showed that the vast majority of marketers aren’t measuring the revenue impact or influence of their content. We have to bridge that gap better, moving forward. MATT HEINZ @heinzmarketing President Heinz Marketing Inc.
  • 54. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018, more and more brand marketers will incorporate content created outside of the brand with UGC and influencers. The story will no longer be told by the brand, but it will be created and distributed by the community. AMY HIGGINS @AmyWHiggins Sr. Manager, Strategic Accounts TopRank Marketing
  • 55. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Smart marketers will shift their perspective from “marketing as a cost center” to “marketing as a profit center;” from a focus on generating impressions to a focus on generating revenue – in both expected and unexpected ways. ANDREW HANELLY @hanelly Partner Revmade
  • 56. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 More brand marketers will master the content force. They will focus less on creating content to support a buyer journey and more on creating differentiated content that attracts and influences their unique audience. COLLEEN JONES @leenjones CEO Content Science
  • 57. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 The short attention span is over. Very high-quality, long-form content is the way forward. Not just 2000-word blogs, but 5000- and 10,000-word e-books. Short, but complete “how-to” guides offering deep insights. Well- crafted thought pieces. It’s all about quality. Print them up. Write a series. Share them out. Collect the set. DAN HATCH @Daniel_Hatch Managing Editor Lush Digital Media
  • 58. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 In 2018, content marketing will use tools to predict what topics are about to take off even more. Today, many still respond after something took off; but in 2018, sophisticated listening, anticipation, and execution will all mature. CHRISTOPH TRAPPE @CTrappe VP of Content Marketing Scribblelive
  • 59. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Content marketers will document their content marketing strategy and distribute it across their organization or get left behind. Winging content marketing no longer works! Sixty-three percent of B2B marketers don’t have a documented strategy, according to 2018 B2B Content Marketing Research. As with a good marriage, you must commit to content marketing success and work toward it every day. Content marketing will move beyond the funnel to support customers post-purchase. To reap profitable returns on your customer acquisition investment, you must retain customers over time and keep them purchasing. In the process, marketing will step up to the cash register and manage post-initial purchase sales through effective retention marketing. Content marketing will also embrace customer lifetime value (CLTV) as the key success metric. Unlike ROI, CLTV proves that marketing contributes to the company’s assets and market value. Further, CLTV enables marketers to focus their efforts on the prospects and customers with the greatest potential to grow, and to unmarket unprofitable customers. (Yes, businesses often retain customers past the point when they start costing more than the initial investment!) HEIDI COHEN @HeidiCohen Chief Content Officer Actionable Marketing Guide
  • 60. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Ithink brands should consider doing a podcast. Audio is a great method of captivating your audience. My new podcast, Bad Crypto, has received over 450,000 downloads in the first 90 days. This can happen in many industries. A podcast could potentially help you build credibility in any industry. TRAVIS WRIGHT @teedubya Chief Marketing Technologist CCP.Digital
  • 61. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Virality and reach will become less important, and marketers will instead focus on better segmenting and targeting capabilities, enhanced with the help of AI. This will finally lead to the downfall of the recent trend of snake-oil salespeople who promise to hack your way into millions of meaningless views, comments, and “likes.” Content marketing will no longer be a game of volume and bloated numbers, but will instead promote empathy, relevance, and exclusivity. JASON MILLER @jasonmillerca Global Content Marketing Leader LinkedIn
  • 62. 60+ PREDICTIONS ON CONTENT MARKETING IN 2018 Make sure you stay on top of these trends – and any others that might emerge in 2018. Subscribe to CMI’s e-newsletter.
  • 63. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and subscribe to our emails, visit www.contentmarketinginstitute.com. Content Marketing Institute is organized by UBM plc. UBM is the largest pure-play B2B Events organizer in the world. Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed. Please visit www.ubm.com for the latest news and information about UBM.