In this e-book, you'll see over dozens of predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
The 29 Content Marketing Secrets e-book includes tips and tactics from the top content marketing experts (aka Content Marketing Secret Agents) on the web.
Content Marketing Institute along with TopRank Online Marketing have tapped some of the top consumer brands like Kraft Foods, B2B brands like Intel, IBM and Cisco, industry thought leaders like Jason Falls, Ann Handley and Joe Pulizzi to compile this classified collection of expert content marketing intelligence.
You can hear these experts present at the Content Marketing World Conference in Columbus, OH Sept 4-6th, 2012.
e-book produced by TopRank Online Marketing.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
You all know Joe Pulizzi, but do you know Pam Kozelka, Peter Loibl, Robert Rose, Joe Kalinowski, Cathy McPhillips, Laura Kozak, Michele Linn, Kelley Whetsell, Jodi Harris, Angela Vannucci, Clare McDermott, Amanda Subler or Lisa Murton Beets? Get to know the CMI/CMWorld team!
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
The 29 Content Marketing Secrets e-book includes tips and tactics from the top content marketing experts (aka Content Marketing Secret Agents) on the web.
Content Marketing Institute along with TopRank Online Marketing have tapped some of the top consumer brands like Kraft Foods, B2B brands like Intel, IBM and Cisco, industry thought leaders like Jason Falls, Ann Handley and Joe Pulizzi to compile this classified collection of expert content marketing intelligence.
You can hear these experts present at the Content Marketing World Conference in Columbus, OH Sept 4-6th, 2012.
e-book produced by TopRank Online Marketing.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
You all know Joe Pulizzi, but do you know Pam Kozelka, Peter Loibl, Robert Rose, Joe Kalinowski, Cathy McPhillips, Laura Kozak, Michele Linn, Kelley Whetsell, Jodi Harris, Angela Vannucci, Clare McDermott, Amanda Subler or Lisa Murton Beets? Get to know the CMI/CMWorld team!
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
While every brand brings a unique set of goals, values, assets, and circumstances to the content marketing table, at least one thing is universal: We can all learn from the experiences of those who faced the same challenges and came out on top. Fortunately, when it comes to content marketing, there are plenty of amazing brands we can look to for guidance.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
This overview is informed greatly by the discussion at our Executive Forum in March 2015, but it also is
the culmination of our observations from Content Marketing World 2014 and our advisory client work in
the past year.
Our objective is to report on the key challenges faced by marketers, the vital insights being realized, and
the general health of content marketing as a strategic business approach. As was the case last year, this overview ultimately asks more questions than it answers; our goal is not to settle debates or provide trite answers to complex business challenges, but to update and inform.
At the two-day Executive Forum, CMI leaders and senior marketing executives from more than 30 enterprise brands came together to collaborate and to discuss and report on their own organizations’ efforts in integrating content marketing as a strategic approach.
The extraordinary insights and the identification of challenges could not have been possible without the
generous contributions of this forum class, as well as last year’s forum participants. Their input doesn’t represent their tacit endorsement of the ideas, but as a collective group they are responsible for the value contained in this report.
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Two talented graphic recorders joined us at Content Marketing World 2014. See their amazing work on the following pages. Each graphic recording was done on site, with Kelly and Johnine each listening and recording their respective sessions in real time.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
As the practice of content marketing evolves, it’s not only the term itself that is difficult to define, but even more so the role for social media and public relations professionals. Maccabee Vice President and Social Media Director Christina Milanowski explains the state of content marketing with tips and tricks for creating quality content and how to start a best-in-class content marketing program at your B2B or B2C organization. To learn more about content marketing, visit MaccaPR.com.
The Line Between Media and Brands is Blurring FastHubSpot
Originally presented by Chad Pollitt at HubSpot's 2015 Inbound Publishers Summit.
Media, new media, brands, agencies, search engines, and social media are starting to compete. Chad explains what your publication is up against and how you fit into the larger landscape, using examples from his experience at relevance.com.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Recording now available! https://soundcloud.com/officialsxsw/go-home-marketing-you-are
"In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah."
Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks.
So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.
20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coca-Cola, Red Bull, Copyblogger, American Express and many more.
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
The biggest social media have pivoting their role as marketing platform. So, what kind of content that we should create? This simple deck from RACK Content will give you a guide, especially for Indonesian Audience.
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Are you ready for the Social Media Trends 2018? Each year, we ask the top influencers in digital marketing and PR to give us their take on what's going to shape the industry in the coming year. Now in the fourth year, our series looks at some of the top trends that will get marketers and PR professionals talking!
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Two talented graphic recorders joined us at Content Marketing World 2014. See their amazing work on the following pages. Each graphic recording was done on site, with Kelly and Johnine each listening and recording their respective sessions in real time.
As we prepare for landing, we hope you've enjoyed our Content Marketing World conference ebook series, a great and fun project with our friends at TopRank Marketing. We hope to see you in September when you'll have a chance to listen to these great CMWorld 2017 speakers and industry authorities. Thanks for being on this journey with us!
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Content marketing has taken center stage for many brands and companies in recent years. Storytelling, useful content, and building relationships have increased in importance. How can you make content marketing the star of your marketing? Read more from Content Marketing World 2015 speakers in the 2nd of our three #CMWorld eBooks.
As the practice of content marketing evolves, it’s not only the term itself that is difficult to define, but even more so the role for social media and public relations professionals. Maccabee Vice President and Social Media Director Christina Milanowski explains the state of content marketing with tips and tricks for creating quality content and how to start a best-in-class content marketing program at your B2B or B2C organization. To learn more about content marketing, visit MaccaPR.com.
The Line Between Media and Brands is Blurring FastHubSpot
Originally presented by Chad Pollitt at HubSpot's 2015 Inbound Publishers Summit.
Media, new media, brands, agencies, search engines, and social media are starting to compete. Chad explains what your publication is up against and how you fit into the larger landscape, using examples from his experience at relevance.com.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
This eBook is the second of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on how to take your content from supporting cast, to leading character.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
Recording now available! https://soundcloud.com/officialsxsw/go-home-marketing-you-are
"In order to succeed into today's competitive digital landscape, companies must leverage mobile enterprise technologies while engaging in social media cross-channel in agile content marketing blah blah blah."
Sorry, marketers. We can’t hear you, because we have collectively, actively stopped listening. Your ads, your overloaded websites, your sponsored content, your "infotainment series"—these are not the things we want or need. What we need, dear people, is for you to pause … and breathe. Stop treating every day like a fire drill. Momentarily ignore the shiny new trends. Instead, take a look at the things that are (still) fundamentally broken. Your message is splintered. Your teams are siloed. Your technology is backwards. Your content still sucks.
So let's sit down together and talk about a whole new world of marketing, one where pragmatism and principle drive a new kind of innovation: fixing what's actually broken, versus finding new things to break.
20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coca-Cola, Red Bull, Copyblogger, American Express and many more.
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
The biggest social media have pivoting their role as marketing platform. So, what kind of content that we should create? This simple deck from RACK Content will give you a guide, especially for Indonesian Audience.
What are some of the changes content marketers are likely to encounter over the next 12 months and beyond? Find out what dozens of experts see on the horizon in Content Marketing Institute's 11th annual e-book of content marketing predictions.
Are you ready for the Social Media Trends 2018? Each year, we ask the top influencers in digital marketing and PR to give us their take on what's going to shape the industry in the coming year. Now in the fourth year, our series looks at some of the top trends that will get marketers and PR professionals talking!
We've been waiting all year for this! Our annual content marketing predictions compilation from some of the smartest content marketers on the planet. Whose prediction do you like? Whose do you see coming true? And which prediction do you see not coming to fruition? And lastly, what is YOUR prediction? Leave a note in the comments here, or tweet us at @CMIContent. Big thanks to our friends at Marketing.AI for sponsoring our annual predictions post!
Joe Pulizzi and 59 other content marketing thought leaders and practitioners offer their best content predictions for 2015. Take a look at predictions from Jay Baer, Michael Brenner, Lee Odden, Kristen Hicks, Pawan Deshpande, Dayna Rothman, Doug Kessler and so many others. Leave a comment with your own content prediction!
Here is our annual piece - 50 Content Marketing Predictions for 2014. Produced by the Content Marketing Institute.
See if the following predictions come true at
Content Marketing World 2014
contentmarketingworld.com
#cmworld
To heck with the vague predictions...here’s three specific predictions:
- Microsoft will buy one, maybe two, media companies in certain industries. The outcome will pave the way for further media purchases throughout the year by non-media companies.
- Red Bull will announce a series of daredevil movies to be produced by Amazon.com.
- At least three Fortune 500 brands will hire a Chief Content Officer.
JOE PULIZZI
@JoePulizzi
FOUNDER
CONTENT MARKETING INSTITUTE
2016 Digital Marketing Playbook - SIS Annual AdditionSISDigital
Supercharge your 2016 Digital Marketing with agency proven techniques. Included are strategies on content marketing, Virtual Reality, Ad-Blocking, SEO, Hyper-Local, Digital Advertising on Facebook, Instagram and what's next for Snapchat. This is our biggest guide ever, so enjoy!
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQCONTENT CLINIQ
𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗵𝗼𝘄 𝘁𝗼 𝗺𝗼𝘃𝗲 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗼𝗿𝘄𝗮𝗿𝗱 𝗮𝗻𝗱 𝘀𝗸𝘆𝗿𝗼𝗰𝗸𝗲𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝘀 𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗱𝗶𝗱.
Whether your brand is big or small, consistently creating and publishing digital content is vital to your brand's survival in 2022.
To regularly create high-quality content, you need time, resources, and a budget.
Here are three primary methods of content creation:
1. Creating every piece of content internally with no help from the outside world.
2. Outsourcing 100% of content creation.
3. Practising a blend of internal and external content creation.
While brands can entirely rely on their internal creative workforce in some cases, businesses worldwide are increasingly outsourcing content creation to a proficient partner like CONTENT CLINIQ.
Based on your needs, we offer you well-researched, professionally written, and visually stunning on-brand video, audio, visual, and written content as an à la carte service or monthly.
Whether you want to increase sales, build brand awareness or educate your audience, we create amazing content, copy, and visual media to help you do it.
In this slide deck, you'll discover the latest content marketing trends, insightful research and actionable tips to help grow your business in 2022.
For more details, visit www.contentcliniq.com today.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
Similar to 2018 Content Marketing Predictions (11)
There’s one question on every marketer’s mind: “How do I connect?”
We’ve all been seeking connection since the pandemic struck. Stuck at home, working from kitchen tables and converted closets, marketers have been fighting to create and maintain connections with their audiences.
Despite all the upheaval, content remains a tried-and-true way to generate demand. After all, it’s content-driven experiences that build those precious connections, no matter what’s going on in the world outside.
Connection is more important than ever. And as you’ll find out in this report, successful marketers are beginning to make it easier for prospects to purchase at any stage of the buyer’s journey — messages are shifting from why to buy to how to buy.
This has been another tough year. One negative headline after another has drained audiences’ emotional reserves. They need an escape. Marketing content can offer that empathetic, emotionally stirring olive branch they’re searching for.
As you read on, you’ll discover that blogs, podcasts, and videos are the content types that are most effective at the early stages of the buyer’s journey, where brands are fighting to establish customer awareness and audience interest.
The reason is simple: These content types foster connection. They tell a story, they evoke emotion, and they present a face that the audience can relate to. And the strength of the connections that these content types create helps carry buyers through the rest of their journey on a wave of engagement and investment.
In conclusion: Connection lies in content. The last Content Marketing for Demand Generation survey report (2020) talked about creating desire and holding attention. This year, we talk about making it easier for customers to purchase across all stages of the buyer’s journey.
By providing audiences with earnest and engaging content, you can build lasting connections in 2022 and beyond that drive demand to new heights.
Welcome to the Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three technology marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). Some of the biggest things they do differently than their peers:
◾ Document their content marketing strategy
◾ Do an excellent/very good job demonstrating the ROI of their content marketing initiatives
◾ Prioritize their audience’s informational needs over their organization’s sales message
◾ Differentiate their content from the competition
◾ Nurture subscribers/audiences/leads
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all technology respondents forecast investment in this area followed by investment in events (69%), paid media (65%), and owned-media assets (63%).
And, yes, challenges remain. The top challenges are:
◾ Creating content that appeals to multi-level roles within the target audience
◾ Accessing subject matter experts to create content
◾ Internal communication among teams/silos
These internal challenges point to a greater need for technology marketers to formalize content operations within their organizations.
Welcome to the Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
The research suggested that, due to lockdowns and work-from-home mandates, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity to get and stay in front of audiences.
As in the previous year, nearly one in three enterprise marketers said their organization was extremely or very successful with content marketing. These marketers, our “top performers,” have certain characteristics that set them apart from their peers (see page 4). A few of the biggest things they do are to differentiate their content and use content collaboration/calendaring/workflow tools.
No matter how successful they are at content marketing, most respondents plan to invest in video in 2022: 72% of all enterprise respondents forecast investment in this area followed by investment in events (62%), paid media (59%), and owned-media assets (55%).
And, yes, challenges remain. The top challenge, which is the same as it was two years ago, is internal communication between teams/silos (57%). It indicates a pressing need to formalize content operations in enterprises that have not yet done so.
Welcome to the B2C Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
Our research suggested that, due to work-from-home requirements, content marketing piqued the interest of many who were previously unaware of its power. With more people than ever spending time online, content marketing presented a prime opportunity for businesses to get and stay in front of audiences. Some B2C marketers discovered new audiences altogether.
Short articles and videos were big over the last 12 months with the B2C marketers we surveyed. In addition, expect a lot of B2C investment in video in 2022: 72% forecast investment in this area. Paid media came in a distant second.
Although most B2C marketers reported success with content marketing in the last 12 months, there are still challenges. Respondents said their top two content marketing challenges were creating content that appeals to multi-level roles within the target audience (42%) and internal communication between teams/silos (41%).
If B2C marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in 2022.
Welcome to the Manufacturing Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 report. This report looks back on the last 12 months and includes expectations for 2022.
This year’s research suggested that the pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
Videos and virtual events/webinars were big over the last 12 months with the manufacturing marketers we surveyed. In addition, 85% expect continued investment in video in 2022, making it the top area of predicted investment.
Yet manufacturing marketers continue to face content marketing challenges within their organizations: 51% said they are challenged with creating valuable content instead of sales-oriented content as well as with overcoming the traditional marketing and sales mindset. Fifty percent said they are challenged with accessing subject matter experts to create content. If manufacturing marketers can overcome these challenges, they’ll improve their odds of achieving greater content marketing success in the coming year.
Welcome to Content Marketing Institute’s first Video & Visual Storytelling Survey. In this report, you’ll learn how content marketers are using videos, how they’re getting them produced, where they’re seeing results, and more.
Are you using video strategically? Are you paying as much attention to your video distribution plan as you are to video creation? Are you measuring results to see what works? All are important to overall video marketing success. Here’s to yours!
Welcome to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report. What a year it has been.
This edition of our report looks back on the last 12 months and includes expectations for 2022. Throughout, you will see quotes from the many rich, qualitative responses we received to the question, “What did the pandemic change most about your organization’s content marketing strategy/approach?” In all, 75% of respondents took the time to answer this question and we are ever so grateful. What amazing insights it yielded!
The key theme that emerged was this: The pandemic awoke a sleeping giant – content marketing, that is. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radar. Some discovered new audiences altogether.
The research also confirmed what many of us already knew: Content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done – and many come through more creative and stronger than before.
Congratulations, content marketers, for a job well done in the most difficult of times. Our entire team salutes you!
By day, you’re in the office, cooking up content. By night, you’re in the kitchen, preparing a satisfying meal. But what if we combined the two?
Developing a content marketing strategy is like creating a dinner menu. You start with the basic ingredients and build upon them. You perfect your technique, exercising balance while adding a dash of flavor. And don’t forget, presentation is key. You must distribute and plate your meal beautifully.
So, what are people making and how are they making it? We asked the Content Marketing Institute team to share their favorite content-inspired dishes. Whether you are a first-time cook or a seasoned chef, these recipes will give you new perspective on processes, measurement and ROI, technology, and more. They are definitely ones you want in your repertoire.
We’ve put together the ultimate cookbook for content marketers, filled with tasty (and mildly entertaining) recipes. We hope you enjoy it. Bon appétit!
The 2021 Content Management & Strategy survey gives a snapshot of how marketers use tech to help create, manage, deliver, and scale enterprise content and marketing.
Welcome to our annual Technology Content Marketing Benchmarks, Budgets, and Trends report, based on our latest annual content marketing survey conducted in July 2020.
The study showed that technology marketers, in the throes of adjusting to business changes presented by a global pandemic, put more emphasis on using content marketing to generate demand and leads than they had the previous year. They also were looking more closely at conversion and marketing qualified lead (MQL) metrics to track the performance of their content.
These insights suggest that tech marketers were increasingly called upon to use content marketing for demand and lead generation. It makes sense, then, that their use of virtual events (83%) increased by nine percentage points over the previous year, as virtual relationship-building and selling took a front seat. In addition, livestreaming video finally took off (one-third of all tech respondents—and 53% of those working in large companies—reported using it).
It’s too soon to tell if these will be lasting shifts. Priorities are likely to change again as restrictions caused by the pandemic ease up. We look forward to exploring these topics in our next round of annual content marketing research.
Welcome to our annual Enterprise Content Marketing Benchmarks, Budgets, and Trends report. Here we present the findings from enterprise marketers (those who work in organizations with 1,000+ employees) who replied to our 11th Annual Content Marketing Survey.
At the time of the survey, content marketers had just made it through the first half of 2020. Most reported that their organization made quick changes when the pandemic hit, most notably by changing their targeting/messaging strategy, adjusting their editorial calendar, and changing their content distribution/promotion strategy. The majority (57%) expected to spend about the same on content marketing during the second half of 2020 as they spent in the first half (17% expected a decrease).
Team size hadn’t changed drastically compared with the previous year (48% said it stayed the same); yet, another 35% reported an increase.
Overall, one-third of the enterprise respondents reported high levels of content marketing success. These top performers said the top two factors contributing to that success in the last 12 months were “the value our content provides” (79%) and “website changes” (62%).
Looking forward, 74% of respondents felt the pandemic would have a major or moderate long- term impact on their organization’s overall content marketing success. It will be interesting to see how enterprise marketers rise to the challenges in 2021.
Welcome to our annual B2C Content Marketing Benchmarks, Budgets, and Trends report. Here we present the results from B2C marketers who replied to our 11th Annual Content Marketing Survey. The events of 2020 have certainly reshaped how organizations conduct their marketing. At the time of this survey, content marketers were still reeling from the events that took place during the first half of 2020. As we usher in 2021, we are still facing constant change and uncertainty.
Many B2C marketers reported adjusting quickly when the pandemic hit; perhaps their companies were doubling down on digital, heavily engaging in virtual events, or trying to keep on top of rapidly changing analytics resulting from more people being at home and online. All these scenarios created the need for new content, formats, and strategies.
As we move into 2021 in a world where most gatherings are still limited, direct-to-consumer will continue to drive B2C. Successful B2C marketers will focus on creating content experiences and building relationships in the digital world.
What makes CMWorld special? The people. Our speakers, attendees, and sponsors are smart, witty, and fun to be around. Networking is something we all are wanting right now, and CMWorld Bingo gives you a way to have those conversations that make CMWorld great.
Welcome to the 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report. You may notice this year’s report feels different than past years and that’s by design. A year like no other required an approach like no other.
As in past years, we fielded the survey during the summer. We asked many of the same questions as last year but added new ones to see how content marketers were faring several months into the pandemic.
Although the data did not reveal drastic reductions in content marketing resources, many respondents shared in the fill-in comments their challenges of having to do more with less. Others shared their concerns about trying to reach audiences in an overcrowded virtual world.
Nevertheless, one thing stood out: Content marketers are resilient. Most have met the challenges of the pandemic head-on: They’re adapting quickly—and they believe in the value their content provides.
Virtual conferences and events provide new opportunities for you
to showcase your product or service, meet 1:1 with your current
and potential customers, and listen to the needs of the industry. With such a large investment of time, money, and human resources, it’s no surprise that management expects great returns on each event that your company sponsors.
On behalf of the Content Marketing Institute team, we’re all here to help you. We’re ready for exciting experiences, great ROI for sponsors, and new ways for customers to advance the practice of content marketing because of partner relationships built at our events.
Welcome to Technology Content Marketing 2020: Benchmarks, Budgets, and Trends. This report is based on the findings from our 10th annual content marketing survey. Technology marketers continue to make progress with content marketing. Approximately one-third rate their organization’s overall content marketing as extremely or very successful, and 76% report they are much more or somewhat more successful compared with one year ago. What makes them successful? When we look at the top performers, we see they treat content marketing as a strategic business function, craft content thoughtfully, experiment with distribution, and measure their results. They use content marketing not only to create brand awareness and generate leads, but also to build loyalty and subscribed audiences.
When Content Marketing Institute (CMI) first reported on manufacturing in 2014, we noted that manufacturers were later to adopt content marketing than other industries we studied. They’ve certainly come a long way since then.
As you’ll see in this report—based on the results of our 10th annual content marketing survey—manufacturing marketers have become more strategic with their content marketing and are feeling less challenged with communicating complex content. Many are reporting success with their overall approach to content marketing. The ability to craft content for different audiences across various stages of the buyer’s journey—and distribute that content with precision—will be important to continued success in 2020.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Welcome to B2C Content Marketing 2019—Benchmarks, Budgets, and Trends. This report presents the results from the B2C marketers who took our ninth annual content marketing survey.
Our research has consistently shown that creating brand awareness is a top goal for B2C content marketing. However, many of this year’s survey respondents also reported strong concern for using content to solidify existing relationships (see page 13).
Content that can be effective at building loyalty takes many shapes and forms today, for example:
- Videos and social media stories that entertain
- In-person events that create a sense of community and belonging
- Podcasts that inspire
- Live or virtual experiences that evoke emotion
- Articles, guides, newsletters, etc., that provide information
Obviously, the list goes on. The point is, that while driving people to content is critical, giving them reasons to keep coming back will grow long-term success!
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.