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!
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.
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
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
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.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
The Future Of B2B Marketing / By @TheCoolestCoolRoss Simmonds
From RossSimmonds.com - Check it out for great information on B2B Marketing!
Over the last few years, the entire sales and marketing process for B2B and enterprise organizations has shifted. These companies are no longer armed with information that is hidden from the public and sales teams are no longer in the driver seat. Leads and prospects now hold the power as information is more readily available and the increase in competition has resulted in a plentiful supply of choice. Beyond that, technology has completed disrupted the once linear buying process and behaviour of B2B customers and has forced marketers to become more strategic and efficient in their approach. Here are a few trends that I believe are going to redefine marketing in the B2B space over the next few years.
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.
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.
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
Joe Pulizzi's Epic Content Marketing - Sample ChapterJoe Pulizzi
This is a free, sample chapter for Joe Pulizzi's book "Epic Content Marketing - How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less". The book is now available for purchase at Amazon.com, B&N and wonderful bookstores near you.
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.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
The Future Of B2B Marketing / By @TheCoolestCoolRoss Simmonds
From RossSimmonds.com - Check it out for great information on B2B Marketing!
Over the last few years, the entire sales and marketing process for B2B and enterprise organizations has shifted. These companies are no longer armed with information that is hidden from the public and sales teams are no longer in the driver seat. Leads and prospects now hold the power as information is more readily available and the increase in competition has resulted in a plentiful supply of choice. Beyond that, technology has completed disrupted the once linear buying process and behaviour of B2B customers and has forced marketers to become more strategic and efficient in their approach. Here are a few trends that I believe are going to redefine marketing in the B2B space over the next few years.
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.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
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.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
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.
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.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
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.
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.
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
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
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
In this presentation I gave at Social Media Breakfast-Minneapolis/St. Paul, I take on glut of "social media trend" posts we see each year, and instead offer up more realistic social trends you can actually ACT on in 2017.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
While there’s a lot you could be doing, sometimes it’s hard to know which tracks to start, stop, or pause. To help you find the right mix to meet your marketing goals, we consolidated responses from the 2015 Content Marketing Benchmarks, Budgets, and Trends research report section — “Which content marketing initiatives are you working on now, and in the next 12 months?” We broke out the results as follows:
• By priority
• By business type (B2B, B2C and nonprofit)
• By geography (North America, Australia, United Kingdom)
Part I covers two “playlists”:
Internal Processes and Content Marketing Strategy Tactics. From channels to platforms to audience segmentation, learn how you can best establish your content marketing strategy and structure your team internally for more efficient processes.
Part II: Playlist 3 (coming soon) is where you can mix things up a bit with different Execution Tactics. See how to create and deliver the best content to meet your business objectives. While some geographies and business types have similar priorities, others are finding their own unique beats — and the differences may surprise you. We hope you find the following findings insightful and inspirational as you make your plans for the year ahead.
Enjoy!
Joe Pulizzi
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.
Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.
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.
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.
A Guide to Social Media Marketing MeasurementMark Schaefer
Stuck on how to measure your social media marketing efforts? Here's practical advice from a leading marketing authority that may help you move forward.
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.
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.
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
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
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
In this presentation I gave at Social Media Breakfast-Minneapolis/St. Paul, I take on glut of "social media trend" posts we see each year, and instead offer up more realistic social trends you can actually ACT on in 2017.
The "no-fluff" slide deck that show's "how" to launch employee advocacy networks and tell and share brand stories across their personal social media channels.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
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
It is that time of year again! The time when we, as marketers, reflect on the past year and plan for the year to come. Marketing and technology change so fas that we need to prepare. To help with your 2016 planning--and for a fun look ahead into the future of marketing--EverString has compiled marketing predictions form internal and external thought leaders from around the company.
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!
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.
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.
2016 was not the year for faint-hearted marketers as they pushed to measure and prove the ROI of their content marketing efforts to fight for larger budgets.
How will content marketing evolve in 2017? The brightest minds in marketing weigh in with their predictions.
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
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Twelve months of research, 1000+ cups of coffee, and probably an entire forest worth of Post-its (don’t worry—we recycle). That’s what it took for us to compile our Trends 2017 report, which offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Visit trends.fjordnet.com for more.
14 content marketing predictions for 2014 King Content
With the holiday season around the corner, it’s time for the King Content team to take a break from the last-minute client push for content, reflect on the year that was and look to the future with our content marketing predictions for 2014.
Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However, with the influx of content via Social Media and other channels differentiating oneself from the “noise” is a big challenge. With the growth in various technologies and solutions marketers hope to do just that, as the new year brings on a new view towards content marketing. We asked experts and practitioners of Content Marketing to share their insights and predictions on the future, and various trends that companies should focus on in the upcoming year.
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!
25 influencers share their marketing predictions for 2016David Schneider
The second month of 2016 is almost over and here we are with a bunch of useful bits of information from top influencers.
We have reached out to these people December of last year and asked them one question: "What is your influencer marketing prediction for 2016?"
What they have to say is compelling and a great food for thought.
Now, this list isn't arranged in alphabetical order or in the order of what we think is more important and informational. We have arranged this list randomly using =rand() function on Googlesheet (this is where the form logs the answers). We think this is a good idea because it eliminates any bias and makes us more transparent when coming up with posts like this one here.
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.
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!
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
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
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.
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.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
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
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. While I myself am ever the optimist, my personal content marketing predictions for 2016 are a bit of a mixed bag:
1. While we will see shining examples of content marketing magic in action, the sheer majority of brands will
continue to crash and burn with their content creation and distribution efforts. Simply put, most brands resist
telling a truly differentiated story, and even those that do tell one aren’t consistent or patient enough to build
loyal audiences over time.
2. While some media companies (like The Wall Street Journal and The New York Times) will find their footing with
sponsored content/native advertising, a few other enterprise media brands will be decimated by their lack of
control over native — which will kill their credibility (a deficit from which they will never fully recover).
3. 2016 will finally be the year in which large brands will consider purchasing media platforms, and brands will
begin to set up the infrastructure to make these purchases possible. This will start in the B2B arena, where
large manufacturers (like GE) will purchase niche content sites that already have loyal audiences (buy vs. build).
This momentum will continue into 2017, when Apple will buy Disney, bringing together Steve Jobs’ two greatest
creations (Apple and Pixar), at last.
JOEPULIZZI@JoePulizzi
Founder
Content Marketing Institute
3. 2016 will be the year when the worlds of product-as-content and
content-as-product collide. The hottest, most positive trend will
be enterprises reorganizing their brand, product, marketing,
sales, and customer service teams around innovation and
customer experience. The negative will be the new and developing
enterprise-wide battle over which department should “own” the
content-driven customer experience.
ROBERTROSE@Robert_Rose
Chief Strategy Officer
Content Marketing Institute
4. In 2016, the content part of “content marketing” will take front and center. Isn’t it bizarre how, for so long,
our industry has been mum about how to produce great content? We love to say, “The secret of great
marketing is great content,” but rather than help each other create better, we spend all our time agonizing
over distribution, tech, and measurement — all important focal points, but they are all well covered.
Over the next year, content marketers will focus, not only on how to reach people, but also on how to
resonate with them. And in mature niches, teams with top producers on staff or at their disposal will win out.
Tech and tactics are commodities, but creative talent is a rare and precious resource.
As media like podcasting and interactive experiences come to the fore, the creative table stakes will get
pushed even higher. These, and other emerging forms of content, can’t be gamed, as the audience’s already-
high BS detectors shoot through the roof when they detect poor quality in audio, video, apps, and more. The
major trend we’ll watch unfold as a result will be tech players enabling creators.
Yes, today is a great day to be a marketer; but tomorrow will be the very best of times to be a creator.
JAYACUNZO@Jay_zo
VP, Platform & Content
NextView Ventures
5. I predict the emergence of “TweetRank.” As sign-up growth slows,
Twitter will boost its stock price by making ads more prominent.
That means making some tweets less prominent. To decide which
tweets get which treatment, there will be an algorithm.
Expect to start paying for visibility on Twitter. For many brands,
it will be worth it.
ANDYCRESTODINA@crestodina
Strategic Director
Orbit Media Studios
6. I predict that vision will be more important than ever for content.
To make an impact through content, brand marketers will need to
go big. By big, I don’t mean high volume. I mean ambitious. I mean
unique. I mean impactful. And that’s impossible to achieve without
a distinct and meaningful vision.
COLLEENJONES@leenjones
CEO
Content Science
7. Brand marketers will continue to struggle to produce and deliver
consistent content to their target audiences. While 2016 will
see increased interest in advanced information-management
strategies (like adopting intelligent content), most brand
marketers will continue to use outdated approaches (like hand-
crafting deliverables) — until the weight of their efforts exceeds
their capacity.
SCOTTABEL@scottabel
CEO & Chief Wrangler
The Content Wrangler, Inc.
8. All signs point to video. Whether it’s Facebook Live, video on Twitter,
Periscope, Blab, Instagram, Vine, or the old standby YouTube, 2016
will be the year when video becomes a primary content marketing
consideration for all brands — even B2B. This is partially because the
customer appetite for video (even low-res, real-time video) is insatiable,
and partially because video is the most efficient way to atomize content
marketing: If you have video, you have audio. If you have video, you have
text (via transcription). If you have video, you have photos. But it doesn’t
work the other way around. In 2016, video will take its rightful place as
the petri dish of great content marketing.
JAYBAER@jaybaer
President, Convince & Convert
Author of Hug Your Haters
9. In 2016, we will see less importance placed on individual thought leaders,
and much more importance placed on brand leaders—teams of marketers
who align their message across campaigns, audiences, buyer journeys,
functions, and business units. Their coordinated content will become known
for its consistent voice and tone, targeted to audiences that are clearly
defined and for whom it will be most relevant. Like a great sports franchise,
the individual team members will always emphasize the team first when
asked about their success. A few of these brand leaders will emerge in each
industry and will so utterly dominate their respective areas that 2017 will be
about their competitors trying to catch up.
GREGMARLIN@GregMarlin
Founder & CEO
Marketing.AI
10. Show me a 30-minute conversation between B2B marketing leaders, and
I’ll show you a dozen mentions of “account-based marketing (ABM).” I’ll
resist the temptation to say, “Account-based marketing is the new content
marketing,” but truth is, it’s the topic on everyone’s tongue.
My belief is that ABM and content aren’t mutually exclusive. In fact, like
many other marketing disciplines, ABM requires content. It just requires
a different mindset and different metrics attached to that content. Mass
appeal gives way to hyper-personalized; broadcasting gives way to narrow
distribution. In other words, in 2016, you’ll see more account-level content
— provided, of course, you are on the target account distribution list.
JOECHERNOV@jchernov
VP of Marketing
InsightSquared
11. Too much content marketing is created on a hunch and doesn’t
perform that well.
2016 will be the year marketers start to use data and a connection
with leads and revenue to develop their strategy, to create better
content, and to more smartly distribute it.
Wild prediction: Yahoo will get bought by a media company.
PAWANDESHPANDE@TweetsFromPawan
CEO
Curata
12. Too many marketers are creating content on an island, failing
to optimize its impact due to a lack of collaboration across the
organization.
2016 will mark the beginning of the collapse of barriers between
marketing functions such as content marketing, social media
teams, product marketing, marketing operations, and digital
marketing teams.
MICHAELGERARD@michaelgerard
CMO
Curata
13. In 2016, B2B marketers will apply more focus to flow. Instead of one-off
campaigns, they’ll start to think about the experience they can create
across the entirety of the buying process — what I call the continuum.
They’ll also start to explore the dynamics of buying committees to
understand the flow amongst those involved. But flow applies internally,
as well. Rather than silos that create fragmented engagement across
channels for buyers, marketers need to start connecting teams within the
company to create a fluency of experience that helps buying committees
eliminate the conflict that so commonly derails the decision to buy.
ARDATHALBEE@ardath421
CEO & B2B Marketing Strategist,
Marketing Interactions, Inc.
Author of Digital Relevance
14. In 2016, the continued consolidation/integration of content
marketing tools will allow marketers to create, manage, and
distribute content all in one system. However, as things become
more template-based, it will drastically reduce creativity, which
will lead to a creative revolt (most likely led by Doug Kessler).
MIKEMYERS@mikemyers614
Consultant, Content Marketing
Nationwide
15. For 2016, I predict that the place where content marketing sits within a company will
change. Today, many companies are duplicating their content efforts amongst various
teams. There are “content marketers” in product marketing, field marketing, sales,
demand generation, and public relations. I placed “content marketers” in quotations
because even though many don’t have that title, they are doing that job. This leads to low
ROI and, even worse, customer confusion. In order for content marketing to be successful,
companies will need to end their content marketing silos and create a cohesive content
marketing machine.
In other words: In 2016, the silos of content marketing will end, and a new, more unified
team model will begin.
AMYHIGGINS@amywhiggins
Director of Content
Deem
16. I think brand marketers will be shifting into high gear with their employee
advocacy programs. Even those brands that arrived late to the content
marketing party are awake to the fact that employees represent the biggest
potential to reach their target audience.
More brands are investing aggressively in awareness, training, and governance
to empower their employees to become ambassadors for their brands through
content production, content sharing, and social media engagement.
While this is not a new approach to content marketing, it is (in my opinion) the
fastest-growing aspect of content marketing.
BERNIEBORGES@bernieborges
CEO, Find and Convert
Producer, Social Business Engine
17. 1. Businesses will hire more (and more senior-level) executives to
oversee content, and will give those people purview over owned and
earned media. Content is not a channel, and it can’t be siloed in the
way social media, communications, media, search, or email can exist
in relative isolation.
2. The content software stack will continue to evolve. Brands will
be able to invest in more end-to-end content solutions, rather than
multiple point solutions, which will streamline workflow and simplify
investment decisions.
REBECCALIEB@lieblink
Analyst, Advisor & Author
Conglomotron LLC
18. Live-casting will rival podcasting.
The advent of new live-casting technology in 2015 (Periscope,
Blab, and Meerkat) will lead to a huge upsurge in live
broadcasting in 2016, which will surpass the growth of
podcasting. The ease of adoption and consumption with live-
casting will usher in a new era of personalities and programming
that was previously impossible.
MICHAELSTELZNER@Mike_Stelzner
CEO & Founder
Social Media Examiner
19. Everyone is inundated with content, so 2016 will be the year of
standing out. There will be more creative campaigns. Companies
will get smarter about creation. They will work with influencers
and media outlets to distribute their content. And they will finally
be able to show a real return on investment as it relates to content
marketing.
GINIDIETRICH@ginidietrich
CEO
Arment Dietrich
20. As professional sports broadcast ratings continue to increase,
viewers will take this broadcast consumption behavior to viewing
brand marketing content. As a result, brand marketers will
leverage this behavior and activate audiences via live-streaming
technologies. Live, branded broadcast will be the best conversion
tool in 2016.
JUNTAEDELANE@JuntaeDeLane
Principal
Digital DeLane
21. Marketers will focus on the broader experience they are offering
their audience, instead of looking at one-off pieces of content or
even disconnected collections of content. This will require brands
to prioritize things such as digital user experience, metadata, and
taxonomies (so related content is more easily surfaced), and tone
and brand guidelines (so the experience is consistent).
MICHELELINN@michelelinn
VP of Content
Content Marketing Institute
22. Sometime in 2016, it’s likely that Google will publicly make
available its native advertising solution (currently in private beta).
It will directly compete with content recommendation engines
like Taboola, Outbrain, etc. Additionally, it will connect brands
directly with blogs and publications for turnkey sponsored content
publishing at scale, like NewsLauncher.
CHADPOLLITT@ChadPollitt
VP of Audience & Co-Founder
Relevance
23. The focus will be shifting from simply creating “more” content to
serving the “right” content — especially personalized content.
We have the ability to be — and users now expect — personalized
and hyper-relevant content delivered instantly to them wherever
they are engaging — social, email, or any channel, for that matter.
There is increased pressure to constantly deliver that seamless,
engaging experience, and more brands will be stepping up to
deliver exactly that.
AMANDATODOROVICH@amandatodo
Content Marketing Director
Cleveland Clinic
24. I predict a massive correction in advertising budgets that will drive
an increase in content marketing. This will require us to get pretty
darn good at showing content marketing ROI. We’ll also see more
personalization, visual content, and brand-produced entertaining
content. Could 2016 be the year of brands finding a personality and
sense of humor?
MICHAELBRENNER@BrennerMichael
CEO, Marketing Insider Group
Head of Strategy, NewsCred
25. 2016 is going to be the year of the brand newsroom. While we’ve
seen a few big brands adopt this model already, small and medium
businesses will begin to see the benefit of creating their own
newsrooms. It’s also likely these brand newsrooms will be staffed
by traditional journalists. As marketers realize publishing can be a
punishing discipline, they’ll see the wisdom of hiring people who know
how to deliver great stories in a timely fashion. The beauty of this is
everyone wins: Brands of all sizes produce consistent, high-quality
content at an affordable price, while journalists find job security and
attractive compensation packages.
SARAHMITCHELL@globalcopywrite
Director of Content Strategy
Lush Digital Media
26. Content Marketing will finally hit the mainstream. I base this on
seeing the type and knowledge level of the people attending our
content marketing workshops in the U.S. The students are much
further along, compared to just a couple years ago, when everyone
in our classes were wide-eyed neophytes.
ARNIEKUENN@ArnieK
CEO
Vertical Measures
27. Consumers will reach digital overload, and will look to digest their
content offline — in the form of magazines, books, or other means of
“disconnecting” while still becoming more educated and informed.
Because of this, brands will cut their social presence by focusing on
creating only the best content that will be distributed on only their
most important channels, so that they can efficiently and effectively
reach their audiences in the dwindling time they spend online. (And
then brands will be publishing more books and magazines!)
CATHYMCPHILLIPS@cmcphillips
Marketing Director
Content Marketing Institute
28. I think the biggest trend will be the exploration of newer platforms.
I was recently working with a Fortune 100 brand that was finding
it more and more difficult to cut through the information density
of Facebook. I asked if they had considered Instagram. No.
Slideshare? No. This diversification strategy seems so intuitive, but
it’s still a big opportunity for brands.
MARKW.SCHAEFER@markwschaefer
Executive Director
Schaefer Marketing Solutions
29. Brand marketers will look to keep costs under control, repurpose
more content, and create efficiencies in critical processes. Based on
the company’s people, process, and technology maturity level, they
will look to become more relevant and customer-centric.
The problem is, the best results in the world are a function of time. To
benefit from the effects of compounding, duration is important, along
with a deep understanding of how success in a field actually works.
This means systems over goals, keeping an eye on the emergence of
patterns meaningful to the business, and managing energy.
VALERIAMALTONI@ConversationAge
Founder & CEO
Conversation Agent, LLC
30. Brands will get fatter. See, today they’re spreading themselves too
thin. You can’t be everywhere and everything to everybody. This
truth will sink in, and brands interested in reach and engagement
will uncover the channels where they can actually accomplish
these things and focus on them.
BARRYFELDMAN@FeldmanCreative
Founder
Feldman Creative
31. In 2016, we will start to see content marketing skills — both
creation of new ideas and curation of existing ideas — as a
requirement for frontline sales roles in large enterprises, as
frontline sales teams move from selling products and services to
helping prospects and customers solve their business problems.
Content marketing will contribute to salespeople being seen as
trusted advisers.
ALANAFISHER-CHEJOSKI@aussiegoldy
Editor, Industry Insight, Business and Private Bank
Commonwealth Bank
32. After growing interest for five years, 2016 will be the year
newsjacking goes mainstream. For those who don’t yet use the
strategy, newsjacking is the art and science of injecting your ideas
into a breaking news story to generate tons of media coverage, get
sales leads, and grow business.
DAVIDMEERMANSCOTT@dmscott
Sales & Marketing Strategist
Freshpot Marketing LLC
33. The best marketers will ensure their content stands out and
encourages their audience members to interact, contribute their
voices, and share those contributions with their own networks.
Brand marketers in 2016 will leverage their customers, prospects,
partners, and fans more effectively than ever to accelerate the
amplification, impact, and ROI of their content.
MATTHEINZ@HeinzMarketing
President
Heinz Marketing Inc.
34. I believe brand marketers will create content that is more
informed by their buyers’ needs. There will be a turning of the
tide from vendor-focused content to content that is informed by
customer insights. This will extend to the distribution channels,
as organizations will distribute content based on the preferences
of their customers.
CARLOSHIDALGO@cahidalgo
CEO & Principal
Annuitas
35. This is not a prediction; rather, it’s more a direction for marketers
to ponder in 2016: Content marketers need to take on a more
integrated approach to address content requirements and
promotion in paid, owned, and earned media. It’s important
to understand your company’s (or clients’) customized content
marketing campaigns for paid media channels. Having a holistic
view is essential to guide content planning, content atomization,
and customization for different channels.
PAMDIDNER@PamDidner
Content Marketing Strategist &
Author of Global Content Marketing
Relentless Pursuit
36. Much of the “shiny object” effect of content marketing will wear off in 2016, making way for the real work
to begin for companies that invest strategically.
Here are a few trends worth watching:
• The market will become even more saturated with content marketing platforms and technologies. Let’s
call it #martechshock.
• More brands will evolve — from working with influencers to helping their community become more
influential — through content.
• Companies will continue to create content hubs and wonder how they will ever keep up with the
demands of being brand publishers.
• Content marketers who go big on visual and interactive will really break away from the pack.
• Optimized, socialized, and engaging content for mobile and apps will become even MORE important.
• Predictive analytics technologies to research, suggest, and optimize topics will flourish.
• Marketers will make content more collaborative and scalable by increasing co-creation amongst
employees, customers, industry influencers, and their social communities.
LEEODDEN@leeodden
CEO
TopRank Marketing
37. As narrowcasting becomes more sophisticated, the marriage
between content and online advertising will start to make more
sense to brand marketers. As such, brand marketers will spend
more on creating content that can be leveraged for native ads
and retargeting. Brands that do this well will be strategic and
focused on content that fills a void for consumers, rather than
content that simply fills the webiverse.
CASMCCULLOUGH@casmccullough
Founder
Brilliant Content
38. Brands are going to focus much more on distributing and
creating content outside of their walled gardens in 2016 and
beyond. More and more brands will publish real content in
places like Facebook Notes, LinkedIn, Medium, and even as
“contributors” (non-paid placement), and will use their own
destinations (websites, blogs, etc.) as the portfolio for this
content, instead of the hub. With this, brands will also spend
additional dollars to promote, boost, and get traction for this
content that lives off-site, as a way to push the content into
further areas.
MITCHJOEL@mitchjoel
President
Mirum
39. 2016 will be the year that content marketing yields actionable results that contribute in a measurable way
to achieving company goals. As such, content marketing will become more integrated into marketing and
business activity as a whole.
This will happen as a result of the following 3 key activities:
• Companies will craft and distribute a documented content strategy across the organization. As a result,
content marketing will be associated with measurable results, and everyone will get on the same page.
• Marketing and sales teams will be integrated. This will ensure that marketing generates marketing
qualified leads (MQLs) that sales can close. It will also eliminate redundant activity, freeing funds for
other marketing objectives.
• Businesses will develop and improve their company blog to support content marketing goals. Through
increased focus, blogs will become the killer content format, generating leads and sales.
HEIDICOHEN@heidicohen
Chief Content Officer
Actionable Marketing Guide
40. Enterprises will see accelerated collaboration among customer platform, content marketing, and
organizational change management investments.
Formerly siloed initiatives will merge, as businesses increasingly realize that detailed requirements,
full ROI, and customer life-cycle management coherency cannot be achieved if content engagement,
platform, and organizational change management remain balkanized and are not strategically aligned
upstream as one three-pronged iterative vision that is piloted and then scaled.
This situation will put upward pressure on the need for strategists that hybridize content, data, and
platform architecture capabilities at strategic and tactical inception. Enterprises will increasingly
internalize strategic and architectural roles. “Marketing cloud” type vendors will finally see greater
interoperable sophistication across the components of their offerings. This prediction spans 2.5 years.
CARLOSABLER@Carlos_Abler
Leader, Content Marketing and Strategy
Global eTransformation
3M
41. Paid content amplification will continue to increase as brands
realize that it is the key to growing both paid AND organic reach.
As a result, the gap between the “haves” (those who pay for
content amplification on Facebook and other platforms) and the
“have-nots” (those who don’t) will increase. Paid amplifiers will
see increases in organic reach, and others will see decreases,
which may result in those brands de-emphasizing or even
abandoning a content strategy.
TOMWEBSTER@webby2001
Vice President
Edison Research
42. Offline will become the new online. With 93% of retail sales
taking place in stores, content marketers will awaken to the
fact that mobile consumers are, in fact, on the move. This
makes brick-and-mortar locations incredibly valuable points of
consumer interaction. Those that can match the best content
with consumer proximity via smartphones stand to build direct
audiences, brand loyalty, and sales faster and better than the
competition.
JEFFROHRS@jkrohrs
CMO
Yext
43. About Content Marketing Institute
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 world’s
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 bimonthly Chief Content Officer
magazine, and provides strategic consulting and content marketing
research for some of the best-known brands in the world. CMI is a 2012-
2015 Inc. 500/5000 company. Watch this video to learn more about CMI.
About Marketing.AI
Marketing.AI is content marketing software that aligns strategy with
execution while tracking results, all in one place. What makes us
different is that our software adapts to how your team works and not
the other way around.
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