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!
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
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.
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!
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.
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.
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!
Featuring insights from The Wizard of Moz himself, Rand Fishkin reminded us during his popular SEO presentation at Content Marketing World 2015, search engines are constantly evolving their algorithms to enhance their ability to serve consumers’ needs. And while current systems are highly pro cient at classifying the terms of a search query, calculating its likely intent, and ranking potential results in terms of their relevance, the search engine of tomorrow will likely use more advanced methods of mapping (and manipulating) the mechanics of meaning.
What does all this mean for marketers? And, more importantly, what should you be doing now to prepare your content for the rise of sentient SEO? Read on!
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.
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!
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.
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 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.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
8 Marketing Skills You Need to Land Your Dream Job in 2015HubSpot
The advertising and marketing industry is facing a talent crisis. This means there is an opportunity for those looking to gain new skills, advance their careers, or change jobs. Learn about the eight skills marketing agencies and brands want and need to hire for in 2015.
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
If you are practicing a short-sighted content marketing campaign and struggling to produce results, perhaps it’s time to take a step back and look at the big picture.
Loren Baker, Founder at SEJ and VP of Business Development & Co-founder at Foundation Digital, will let you in on how you can gain maximum SEO value – and more – through content.
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
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.
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
Business-to-consumer content marketing is on the rise, with 60% of North American B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C content marketing study. Get more details about the state of B2C content marketing, such as benchmarks, budgets, and trends in this downloadable PDF.
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.
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.
Paid Social vs. Organic Social: Creating a Hybrid StrategyAdRoll
Social media marketing used to be about engagement and creating a more genuine and personal presence online. Now, social media is used for the entire consumer journey, including customer acquisition, remarketing, retention, and service. Let’s explore paid social vs. organic social media and why it’s crucial to have a hybrid strategy in place.
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...PR 20/20
[Presented at Intelligent Content Conference 2017] Consider how much time your team spends discovering keywords; planning blog post topics; writing, optimizing, personalizing and automating content; testing landing pages; scheduling social shares; reviewing analytics and defining content strategies. Now imagine if a machine performed the majority of those activities and a marketer's primary role was to enhance rather than create.
Machines are not going to replace content marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance and transform your career.
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
75 content marketing examples — new and old.
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.
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.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
8 Marketing Skills You Need to Land Your Dream Job in 2015HubSpot
The advertising and marketing industry is facing a talent crisis. This means there is an opportunity for those looking to gain new skills, advance their careers, or change jobs. Learn about the eight skills marketing agencies and brands want and need to hire for in 2015.
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
If you are practicing a short-sighted content marketing campaign and struggling to produce results, perhaps it’s time to take a step back and look at the big picture.
Loren Baker, Founder at SEJ and VP of Business Development & Co-founder at Foundation Digital, will let you in on how you can gain maximum SEO value – and more – through content.
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
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.
B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends—North AmericaMarketingProfs
Business-to-consumer content marketing is on the rise, with 60% of North American B2C marketers planning to increase content marketing spend over the next 12 months, according to the second annual B2C content marketing study. Get more details about the state of B2C content marketing, such as benchmarks, budgets, and trends in this downloadable PDF.
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.
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.
Paid Social vs. Organic Social: Creating a Hybrid StrategyAdRoll
Social media marketing used to be about engagement and creating a more genuine and personal presence online. Now, social media is used for the entire consumer journey, including customer acquisition, remarketing, retention, and service. Let’s explore paid social vs. organic social media and why it’s crucial to have a hybrid strategy in place.
Cognitive Content Marketing: The Path to a More (Artificially) Intelligent Fu...PR 20/20
[Presented at Intelligent Content Conference 2017] Consider how much time your team spends discovering keywords; planning blog post topics; writing, optimizing, personalizing and automating content; testing landing pages; scheduling social shares; reviewing analytics and defining content strategies. Now imagine if a machine performed the majority of those activities and a marketer's primary role was to enhance rather than create.
Machines are not going to replace content marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance and transform your career.
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
75 content marketing examples — new and old.
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.
Content marketing is about change. You know you need to do it, to measure it and to show ROI. In this presentation at #CMWorld, I show you how to build the business case for content marketing. How to find the budget. And how to show real marketing ROI to the executives who demand it.
Welcome to our annual report on the content marketing practices of technology marketers. This report focuses on the North American technology marketers who participated in our seventh annual content marketing survey. New for this year, we asked technology marketers about their success with content marketing:
• 24% said their organization’s overall approach to content marketing is “extremely” or “very” successful
• 64% said that compared with one year ago, their organizations are “much more” or “somewhat more” successful with content marketing
• 92% of those reporting increased success attributed that success to doing a better job with content creation.
Seventy-four percent said their organization always or frequently prioritizes delivering content quality over content quantity. That stat is even higher (92%) among the top-performing technology marketers (see the chart on page 4 for our definition of a “top performer”).
Read on for more insights into how your peers are approaching their content marketing—and where they are heading over the next 12 months.
Social Media Marketing Trends 2017 by SocialbakersJeraldine Phneah
Social media marketing trends in 2017 backed with data and case studies:
1. Social media adspend on the rise
2. The growth and adoption of Social Video
3. Brands adopting media house approach to content
4. Working with influencers & leveraging user generated content
5. Increased involvement of brands in social activism & politics
Brands are spending more and more budget on social media marketing, but evaluating social ROI and performance can be tricky. What’s working well and what’s not, and what’s worth spending more time and money on? In most cases, these questions go unanswered, and it’s tough to know where to begin to improve your social media marketing strategy.
Whether you need to report and prove your social media ROI or want to have better control over your social strategy, you need to be tracking the right KPIs so you can report, analyze, and improve.
And this is exactly what this webinar will help you with.
In this webinar, you'll learn:
Benefits of tracking social media data and key metrics
How to choose the best metrics that suit your goals
How to track and analyze them
The best tools to do this with
Specific strategies to improve on the metrics you’re tracking
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
Thank you for your interest in Content Marketing in the UK 2017: Benchmarks, Budgets, and Trends.
The annual content marketing survey, from which the results of this report were generated, revealed many new insights this year. We asked more questions about content marketing strategy, factors that in uence content marketing success, marketers’ attitudes about content creation and content marketing in general, and much more.
We also asked respondents about their commitment level to content marketing. To see the types of content marketing activities that those who are more committed are prioritizing, see the chart on page 4. Enjoy!
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.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.
The X factor: The Secret to Better Content Marketing Mathew Sweezey
Content Marketing is something we all must do, but we do not all do it well. The X Factor which separates the two is Agile Marketing. In this presentation I'll teach you what Agile Content Marketing is, the data to prove why Agile is better, and how to execute agile content marketing with agile lead nurturing, agile social advertising, and agile content creation.
How to boost inbound marketing success with content marketing, SEO and social...Scoop.it
Google currently indexes close to 50 billion pages in its algorithm and every minute that goes by, nearly 70,000 blog posts are created and added to the internet. Content marketing has become an effective inbound marketing strategy for companies around the globe. Yet many businesses still don’t seem to have a strategic content marketing approach in place and sadly their content never reaches its target audience. Here is how to leverage content marketing, SEO and social media into your inbound marketing mix te become a more effective marketer.
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
Social media chat bots are the future of communication, if its WhatsApp, Facebook Messenger, Kik, Skype, or Telegram - you can use their bots and bot stores to easily access new services - easier you could ever do it with apps.
One of the biggest mistakes businesses make when they first venture into content marketing is a lack of strategy. Often they adopt a 'one-size-fits-all' approach to their content marketing channels only to see their efforts dashed. The truth is what works on social media, does not necessarily work on search, and the reason usually boils down to how your audience uses these channels. Discover to how understanding audience's intent on Search and on Social Media can help you build a holistic content marketing strategy that works.
In this presentation by Daniel Hochuli, you'll learn:
- Why same content published on both search and social media often fails to deliver results.
- How to develop and optimise a content marketing strategy that best suits your digital channels.
- How to intelligently report content marketing success using audience metrics.
How to Create the Perfect Social-Media PostGuy Kawasaki
These are the slides that Guy Kawasaki and Peg Fitzpatrick used for a webinar hosted by Mari Smith. The purpose of the webinar was to help people create "the perfect posts" for social media. The presentation uses a classic top-ten format.
A Complete Guide To The Best Times To Post On Social Media (And More!)TrackMaven
Do you know the most effective times to post on social media, send an email, or publish a blog? We've broken down the data behind the most effective times to post content on Twitter, Instagram, Facebook, Content Marketing, and Email.
The 10 Best Copywriting Formulas for Social Media HeadlinesBuffer
A Top Ten list of the best copywriting formulas used by writers and marketers, and how they might fit with the social media headlines you write.
1. Before – After – Bridge
2. Problem – Agitate – Solve
3. Features – Advantages – Benefits (FAB)
4. The 4 C’s
5. The 4 U’s
6. Attention – Interest – Desire – Action (AIDA)
7. A FOREST
8. The 5 basic objections
9. Picture – Promise – Prove – Push (PPPP)
10. The 1 – 2 – 3 – 4 Formula for Persuasive Copy
The complete list is available on the Buffer blog here: https://blog.bufferapp.com/copywriting-formulas
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
23 Predictions for Native Advertising in 2017 - Native Advertising InstituteRomain Fonnier
Native advertising is coming of age. If 2016 was the year in which “everyone came to the table”, as one expert puts it, 2017 will be the year in which native advertising might truly scale and increase in creativity as well as in transparency.
That’s the message binding together the 23 experts which Native Advertising Institute has asked to take a look into the future in order to predict how the coming year will affect native advertising.
The predictions included in the e-book ’23 Predictions for Native Advertising in 2017′ cover all areas of native advertising and answers your questions regarding:
How Native Ad Studios will evolve?
If marketers will embrace native advertising and how?
How native advertising will scale?
What labelling in native advertising will look like?
Which new creative technologies such as live video, VR, 360 degree video will affect native advertising.
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.
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.
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.
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!
Ecommerce Content Marketing Trends for 2017archana cks
In 2017, content will continue to be one of the most important marketing tactics for ecommerce businesses. Look for content marketers to produce a greater number of videos, focus on mobile media consumption, spend more money promoting content, produce more shows rather than standalone posts, and use technology to an advantage.
Source <> http://www.ecbilla.com/blogs/ecommerce-content-marketing-trends-for-2017.html
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
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.
Developing an effective B2B content marketing strategyAlia Samhat
Content plays a critical role in B2B marketing. Yet many companies find their efforts miss the mark. We address the challenges in this content marketing guide.
Content marketing has given small businesses in Cyprus the opportunity to become their own publishers of news and content. It has leveled the playing field between small and large businesses due to the fact that it’s now affordable for all of us to publish and curate content. But the challenge that many businesses usually face is finding the time and developing a mindset to create a consistent flow of new, interesting information.
Want to ensure your PR is effective? Check out The Most Important PR Checklist for Success in 2019. This includes 10 must-do tactics from brand journalism to influencer and word of mouth marketing to storytelling. And what you need to do and keep in mind.
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!
Recently, HubSpot launched our first edition of the State of Inbound UK report: Inbound Insights UK – 2014. We surveyed marketing professionals across the UK, both leaders and practitioners, to find out what the current trends in marketing are.
This extensive research aims to specifically help marketers in the UK set realistic benchmarks as well as focus on issues where they may be lagging behind on. For example, the relationship between sales and marketing is ever-increasing and the data indicates strongly that businesses that align these two departments outperform those that don’t by a significant margin.
We came up with many fascinating facts on the state of inbound marketing in the UK. The nine most remarkable discoveries were rolled into this SlideShare
Over 150 predictions from the Content Marketing Institute on what will hold true for social media and content marketing in 2012. Includes expert predictions from over 75 marketing experts.
Similar to Content Marketing Predictions 2017 (20)
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!
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.
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
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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 Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
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
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.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
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.
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.
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.
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
2. 2
55+Predictions onContentMarketingin2017
My predictions this year are mostly focused on the business side of our industry, as it’s
been a year where more media companies than ever are struggling to maintain their
relevance and value under their traditional business models. In contrast, brands are picking
up the slack and are pushing content forward through strategic acquisitions, diversified
revenue streams, and by breathing new life into older content formats.
1. Brands’ acquisitions of media sites, blogger sites, and other influencer sites will expand
from “here-and-there” isolated occurrences to a full-blown trend “on steroids.” In 2017,
we will see a number of large and medium-sized companies actively purchase media
brands that are ripe with both subscribers and content, rather than building the platforms
themselves.
2. In the wake of the election, paid subscriptions will substantially grow at traditional news
companies. This will open up the opportunity for brands to start charging for their own
content, as more of them start to drive direct revenue from their content in the form of
subscriptions, training, and events.
3. Custom print magazines have finally hit the bottom as a content marketing tool; so more
brands will launch print magazines in 2017 as a way to cut through the clutter – a critical
goal that has been proving increasingly difficult to do online.
JoePulizzi
@JoePulizzi
Founder • Content Marketing Institute
4. 4
55+Predictions onContentMarketingin2017
Brand marketers will continue to create tons of content. It’s just
where we are right now; however, I think more brands will start to
realize distribution is equally critical. And not just a “blasting content
out everywhere approach,” but really smart, sophisticated, thoughtful
distribution. Even though everyone’s talking about more content, that’s not
how we win. It’s about the right content on the right channel at the right
time. There are more tools providing us with more data to get more precise
and personal with our content, and hopefully more brands will embrace
these tools and technologies to serve their audiences with content that is
over-the-top relevant to them.
AmandaTodorovich
@amandatodo
Content Marketing Director
Cleveland Clinic
5. 5
55+Predictions onContentMarketingin2017
Content marketing will continue to expand beyond static assets
that people passively consume, and will move more towards
dynamic content that incorporates interactive participation. More
brand marketers will experiment with interactive content – quizzes,
assessments, calculators, solution finders, etc. The top quartile will
produce such content more systematically and will better harness the
data they collect.
ScottBrinker
@chiefmartec
CTO
ion interactive
6. 6
55+Predictions onContentMarketingin2017
Last year, according to a report by Beckon, enterprise content creation increased
by 300%, yet less than 5% of that content had 10 or more shares! Some corporate
content is so bad, that the employees won’t even share it.
As a result of poor organic reach of content, we’ve been seeing a rise in content
advertising and paid content amplification. Not only with channels like Taboola or
Outbrain, but also on Facebook, Twitter, LinkedIn, YouTube, and many others. I’m
advising my clients to devote a portion of their ad spend to amplifying content to
highly targeted audiences. It works great with B2C, and it’s a terrific addition to any
account-based marketing campaign for B2B companies.
With the right audiences developed, your results can be tremendous in 2017.
TravisWright
@teedubya
Cofounder, Chief Marketing Technologist
CCP.Digital
7. 7
55+Predictions onContentMarketingin2017
Content marketers will rely more heavily on sponsorships to generate
storytelling opportunities in new ways, and I’m not just saying that
because I work on Visa content. The contracts for today’s sponsorships,
both of events and individuals, were in large part signed years ago. As
new contracts are written, they will include clauses that a brand’s content
marketers can capitalize on. Appearances on Facebook Live and Snapchat,
interviews for publication on the brand’s website, editorial films... you
name it. Content marketers and Legal are the new corporate partners.
StephanieLosee
@slosee
Head of Content
Visa
8. 8
55+Predictions onContentMarketingin2017
If content is king and context is queen, then personality is...
the court jester?
To effectively communicate in 2017, showcasing your brand personality
will be a requirement. In fact, Facebook has changed its algorithm to
reward brand communications that convey personality. So, if you plan on
creating content in 2017, your brand communications should lighten up
and loosen up if you want to break through the noise.
JuntaeDeLane
@dbiweb
Founder
Digital Branding Institute
9. 9
55+Predictions onContentMarketingin2017
We’ll see a greater focus on customer-centric content, and
greater diversity to reflect the increasing size of internal buying
committees: multiple stakeholders and personas, differentiated buying
journeys, and segmented but more precise and powerful content.
MattHeinz
@HeinzMarketing
President
Heinz Marketing Inc.
10. 10
55+Predictions onContentMarketingin2017
More marketers are recognizing the value of building content
resources on their owned properties. In 2017, we’ll see brands
aiming for the inbox with quality email newsletters.
We’ll also see better segmentation for marketing content that’s
actionable. Instead of a one-size-fits-all approach, we’re going to see
more-personalized content that’s based on user input.
BuddyScalera
@BuddyScalera
Senior Director, Content Strategy
The Medicines Company
11. 11
55+Predictions onContentMarketingin2017
Ipredict 2017 will be the year marketers finally understand the
importance of technology (not just marketing tech) and become
best buddies with their IT counterparts, learning how to manage
and distribute content more efficiently and effectively so that it
gets noticed.
MikeMyers
@mikemyers614
Consultant, Change Management and Communication
Nationwide
12. 12
55+Predictions onContentMarketingin2017
In 2017, our aspirations will get BIG. We’ve spent too much time
thinking about content as a glorified replacement for ads. The
next wave of winners will think more about content brands – less “be
the best at lead-gen” and more “be the ESPN/This American Life/Daily
Show for X.”
JayAcunzo
@jayacunzo
Founder
Unthinkable Media
13. 13
55+Predictions onContentMarketingin2017
Context will be the foundation of the next phase of content
marketing. Brands will develop highly contextual content that
goes beyond the screen into the “phygital” world, enabled by beacons,
sensors, and the Internet of Things. They will develop methods for
making highly personalized and relevant real-time messages based
on triggers such as purchase history, the weather, physical location,
and myriad more factors. Such campaigns are highly complex and
technically demanding, but as one Disney executive once told me,
“The more context there is, the higher the ROI.”
RebeccaLieb
@lieblink
Analyst, Author, Advisor
Conglomotron LLC
14. 14
55+Predictions onContentMarketingin2017
Brands will be creating more and more content in-house. As an
agency, we have rolled out a content marketing coaching program
where we teach in-house teams how to create agile strategies, ideation,
writing, promotion, distribution, etc. So far the response has been
outstanding. This leads me to believe deeper, more focused training of
internal teams on how to create and distribute content is in our future.
ArnieKuenn
@ArnieK
CEO
Vertical Measures
15. 15
55+Predictions onContentMarketingin2017
Businesses will create content the same way they always have (for
better or worse). Distribution is the more interesting question
because, as the majority of businesses continue to struggle, they must find
new ways to find an audience. We’ll see a decline in the focus on search,
where the rich get richer, as well as moves toward “nichier” strategies
involving apps, mail, email, online communities, events, and more.
BarryFeldman
@FeldmanCreative
Founder
Feldman Creative
16. 16
55+Predictions onContentMarketingin2017
If there is anything we learned in the election of 2016, it’s the
ascendancy of marketing over advertising. People want authentic
voices in channels they choose, not canned messages in contexts they
don’t. Content marketing will become even more important for connecting
people to ideas and values. In 2017 we need to start sharpening our focus
on delivering utility as the Internet of Things comes online, to prepare for
the future frictionless world.
JulieFleischer
@jfly
Managing Director
OMD
17. 17
55+Predictions onContentMarketingin2017
I predict two trends for 2017:
1. Marketers will see the value in intelligent content and start working on
solutions to write content once and use it multiple times. This will enable
them to deliver the right content, to the right people, at the right time, in
the right language – without breaking the bank or losing their minds.
2. User-generated content will become an increasingly important part
of translation efforts. Rather than maintaining language silos in the user
community, companies will see the benefit of translating information
provided by users. I predict that we will see an increase in the use of
machine translation for this effort.
ValSwisher
@contentrulesinc
CEO
Content Rules, Inc.
18. 18
55+Predictions onContentMarketingin2017
The rise of account-based marketing will create the need for bespoke
(or at least tailored) content for individual accounts or thin cohorts
of similar accounts. This content will be delivered through narrowcast
advertising and directly from sales.
JoeChernov
@jchernov
VP of Marketing
InsightSquared
20. 20
55+Predictions onContentMarketingin2017
In 2017, most brand marketers will continue to struggle with their inability to scale.
Providing personalized content is the holy grail of content marketing; but without
a streamlined production process – backed by data and implemented with the help of
automation – most will make minor improvements that are lacking in the return-on-
investment department. Only when content is manufactured in the way physical goods are
will marketers see the light at the end of the tunnel.
This will drive some brand marketers to create intelligent content (semantically-rich,
discrete modules of structured content). The early adopters of this approach will make
the same mistakes made by the early adopters in other sectors; but in the end, the
lessons they learn will equip them with content assets that are both human-readable
and machine-processable. The move to intelligent marketing content is imperative. The
coming “cognitive content revolution” – powered by natural language processing, pattern
matching, and machine learning technologies – will usher in a new era of computing.
Prospects and customers will have increasingly higher expectations as voice interfaces
are laid atop content repositories, allowing consumers to request information without
touching a computer keyboard.
ScottAbel
@scottabel
CEO, Chief Wrangler
The Content Wrangler
21. 21
55+Predictions onContentMarketingin2017
Content creators will become an endangered species.
Algorithms, bots, artificial intelligence, and people working for very big companies will destroy the
business models of those who produce content by disrupting the free flow of information.
Before the internet, the power brokers of information were a few media companies that controlled the
newspapers, magazines, radio stations, and television. The internet busted through those barriers and
allowed anyone to produce anything for any audience. Information flowed, and content mediums like blogs
and podcasts flourished.
The internet was the great system of disintermediation, eliminating the middleman and allowing a free flow
of information.
But, in the very near future, this information flow will be filtered, measured, and censored in the name of
“reducing clutter” and revealing “only what’s important.”
Facebook will decide what consumers see online. Google will serve up only that content that complies with
its rules and is housed on its servers. Email solutions like Gmail and Yahoo will tighten their own algorithms,
as well; so the content creator’s ability to reach the inbox may be at risk.
The information distribution highway will have toll stations, which will be paid for by those who create content.
If you want your content to get seen, you’ll need to house it inside the companies that control the toll
stations. Google, Facebook, LinkedIn, and others will incentivize content creators to avoid linking to off-
site content. These large businesses will become the equivalent of 1990s America Online – a type of “Hotel
California,” where you can enter but never leave.
Traffic to websites will decline, and blogs will shut down. Gone will be the days of unrestricted information
flow and true information freedom. The future will only be more controlled, more filtered, and less open.
But, born from this filtered, computer-curated world will be something new. Some young person in a spare
bedroom will invent the next big idea that frees information once again. The pendulum will start swinging
back, and content creators will experience a new creative renaissance.
Are you ready for the change?
MikeStelzner
@Mike_Stelzner
CEO and Founder • Social Media Examiner
22. 22
55+Predictions onContentMarketingin2017
Content is moving to the cloud, with meaningful implications for content
marketing.
One of the most powerful mantras in this digital space is to never build your house on
“rented land,” meaning that you should base your content on your website.
Today, all content is moving to the cloud. It’s time to give up and surrender to
Facebook. They want the content, and you’ll have to give it to them. Seriously.
It’s time to surrender!
People don’t want to visit your website anymore. They don’t even want your app.
Increasingly, readers want all their information in their news streams. This means
we will soon be optimizing for Facebook, Apple News, and even Amazon instead of
optimizing for people.
This trend is creating enormous problems for publishers big and small. How do you
monetize when Facebook and Apple own your content AND your audience? We will need
new and creative efforts to maintain direct connections with our content customers.
MarkSchaefer
@markwschaefer
Executive Director
Schaefer Marketing Solutions
23. 23
55+Predictions onContentMarketingin2017
2017 will be about value and conversation as a tool for customers
to get more of what they want and for brands to keep engagement
high. This means marketers will need to be super clear on the benefits
of their message, connect it deeply to solving a problem or creating an
opportunity for the customer, and deliver on the promise. Specific, niche,
visual, and interactive content – both long form as well as short bites – will
coexist within a structure that will help brands build momentum by taking
customers on a journey.
ValeriaMaltoni
@ConversationAge
Founder & Head of Strategy
Conversation Agent LLC
24. 24
55+Predictions onContentMarketingin2017
Ipredict that marketers will continue to find it difficult to break
through the noise in 2017, which will hopefully make them move
from simply creating “quality” content to “resonant” content. Resonant
content is unlike what others are publishing, and it drives its readers to
take action. Resonant content helps companies build an audience because
it’s something people will eagerly anticipate – and will subscribe to
receive. Of course, it’s imperative that marketers have a great distribution
plan – which includes a combination of earned, owned and paid media – to
ensure that their resonant content will reach the right people.
MicheleLinn
@michelelinn
VP of Content
Content Marketing Institute
25. 25
55+Predictions onContentMarketingin2017
Unfortunately, marketers will create even more content next
year than they did this year. This will add to the noise. Slightly
more of them will have an actual research-backed documented
strategy, compared to 2016. Fortunately, all signs point to a growing
and maturing native advertising industry that’s gearing up to serve
the needs of content marketers. That means many of these networks
are beginning to price on top-funnel KPIs, like cost-per-engagement
and cost-per-action. Look for content marketers to invest even more
in native advertising (programmatic units, paid social, and sponsored
content) in 2017. These channels were woefully underutilized this year.
That’s about to change.
ChadPollitt
@ChadPollitt
VP of Audience
Relevance
26. 26
55+Predictions onContentMarketingin2017
Rather than living an isolated existence in marketing, in 2017 content
will make significant inroads to benefit the entire organization. At
progressive organizations, salespeople will curate content, customer
support will send content to solve problems, and management will use
content engagement metrics to manage the business.
DavidMeermanScott
@dmscott
Marketing Strategist
Freshspot Marketing LLC
27. 27
55+Predictions onContentMarketingin2017
In 2017, content marketers will focus on non-fiction, not fiction.
Millennials abhor falsehoods; as they become the dominant audience,
storytelling will become grounded in reality. In addition, the rise of live
video (a cause and effect of the non-fiction shift) will require brands to use
documentary-style communication, warts and all.
JayBaer
@jaybaer
President
Convince & Convert
28. 28
55+Predictions onContentMarketingin2017
Ithink that companies will (and need to) develop even stronger
content distribution plans, with a mix of organic, paid, promoted, and
influencer marketing strategies. Companies need to seize the opportunity
they have in influencer marketing, in particular. B2B companies should
develop opportunities to share their expertise and establish themselves
as influencers in their own right, leveraging the influential impact of
top business and niche industry outlets to serve as a platform for their
own industry insights. This type of influencer marketing is a natural
complement to an existing content marketing strategy and can make a
powerful impact, with far-reaching results.
DebbieWilliams
@debwilliams23
Co-Founder and Chief Content Officer
SPROUT Content
29. 29
55+Predictions onContentMarketingin2017
We’re going to see marketers go niche within their organization’s areas of expertise
to corner their marketplace. So, if you’re a construction company that specializes
in a certain type of cement, you’re going to go deep on that topic. If you’re a cardiologist
who specializes in arrhythmias, you’ll go deep on arrhythmias... an IT firm that specializes
in cloud security... and so on. It’s not that content marketers haven’t been doing that; but I
think we’re going to see a narrowing of focus. Tactics content marketers might use include
building libraries that function as media centers for content. So you’ll find a collection of
articles, blog posts, social media posts, videos, and podcasts all posted in one location for
consumers to start to build knowledge from. Clearly designed one-stop media libraries are
the future for content marketers.
AhavaLeibtag
@ahaval
President
Aha Media Group
31. 31
55+Predictions onContentMarketingin2017
The personalized experience will be a bigger trend for marketers, beyond
the large CPG organizations. To this point, consumers have been very leery
about sharing any data with organizations, but that is changing. Consumers are
becoming more willing to hand over information about themselves in exchange
for personalized content, offers, or discounts. As well, consumers will share
personal data in exchange for content or product recommendations that meet
their needs and personalized shopping experiences. What goes with that, of
course, is the expectation that companies will anticipate the content and products
their consumers need next.
Still, collecting and leveraging customer data to deliver a truly personalized
experience poses a challenge for many marketers. We are at the point where
marketers need to figure out how to deliver content that will drive the
personalized experience at all levels of the decision-making funnel.
GiniDietrich
@ginidietrich
Founder and Author
Spin Sucks
32. 32
55+Predictions onContentMarketingin2017
There are two key trends on the horizon: The first is that brands will
increasingly turn to acquisition to jumpstart their content marketing
initiatives – both for talent and existing audiences. The second is that
publishers/media companies will begin to more prominently disrupt – and
displace – agencies to achieve that “trusted advisor” position.
RobertRose
@Robert_Rose
Chief Strategy Advisor
Content Marketing Institute
33. 33
55+Predictions onContentMarketingin2017
Marketers will accelerate adoption of intelligent content management
systems to identify topics, images, and other content assets
that address the needs of their audience, saving time and increasing
effectiveness.
BernieBorges
@bernieborges
CEO
Find and Convert
34. 34
55+Predictions onContentMarketingin2017
This will be the year that enterprises get more creative (read: less
boring!) with video content. As video consumption continues to
soar, we can say goodbye to clips of executives sitting in a quiet conference
room with an artificial plant. In its place, brands will bring on more action,
more personality, and fewer scripted talking points.
StephanieStahl
@EditorStahl
General Manager
UBM
35. 35
55+Predictions onContentMarketingin2017
Ibelieve, given the trends of years past, that marketers will continue to
create more content than in previous years. The challenge, however,
will be in how they distribute. According to recent studies, the majority
of marketers have no content marketing strategy. Given this gap, content
marketing and brand teams are only giving their best guesses as to the
distribution channels preferred by their buyers and customers. While it’s
not hard to predict an increase in content production, I am hopeful that
2017 will be the year for more buyer-centric content strategies that account
for multi-channel distribution.
CarlosHidalgo
@cahidalgo
CEO
ANNUITAS
36. 36
55+Predictions onContentMarketingin2017
Company silos will crack under the pressure of content demand,
opening up a huge opportunity for content marketers. Why?
Customers increasingly need content, not only in marketing but also in
every other stage of their journey – sales, service, and support. Smart
content marketers will see this challenge as an opportunity to get more
ROI out of their content by creating and engineering content that can help
customers on more than one stage. And REALLY SMART content marketers
will set up content intelligence to understand content’s impact across every
stage of the journey.
ColleenJones
@leenjones
CEO
Content Science
37. 37
55+Predictions onContentMarketingin2017
Content marketers will experiment and expand into more channels,
like video, podcasts, and maybe even real-time 3D and virtual
reality experiences.
They’ll start using a more green approach to content creation by recycling
their best-performing content.
They’ll reframe the ROI discussion around buyers’ journey stages, rather
than “content” overall.
DustyDiMercurio
@dustycd
Head of Content Marketing & Strategy
Autodesk
38. 38
55+Predictions onContentMarketingin2017
Get ready for the rise of the machines. By the end of 2017 most marketing content
will be written and distributed by artificially intelligent systems. Tools you’re
already using now (WordPress, MailChimp, Analytics) will recommend topics, write
the outline, reach out to collaborators, finish the first draft, and have it ready for you
to push ‘publish’ by the time you finish toasting your morning bagel.
Then it will go live and the systems will take over again, pushing it through social
channels, testing and optimizing hundreds of options for headlines and calls to
action, and sharing it with relevant influencers – all before you finish eating lunch.
You’ll probably have a sandwich recommended by GrubHub’s new algorithm, which
will be delivered by a driverless Uber car.
I’m kidding; but in all truth, 2017 will be the year that scripts and robots find their way
into the mainstream of marketers’ daily tool sets. Look for new features in tools you
already use.
AndyCrestodina
@crestodina
Strategic Director
Orbit Media
39. 39
55+Predictions onContentMarketingin2017
We’ll see more branded media plays as brands start to resent the
huge bite that Facebook and Google take from every budget.
We’ll also start to see a lot more rich, digital content experiences that are
tailor-made for screens, instead of pixilated print pieces.
In B2B, content will be much better integrated with performance marketing
– including marketing automation, analytics, and CRM – creating a revenue
machine that no one would dare unplug.
On a lighter note, native advertising will fall afoul of the regulators, who will
force publishers to run a big, black-and-white disclaimer on all native content,
modeled on the warnings placed on cigarette packs.
You heard it here first.
DougKessler
@dougkessler
Co-Founder and Creative Director
Velocity
40. 40
55+Predictions onContentMarketingin2017
Brand marketers will begin to explore the possibilities of virtual
reality content to connect with their prospects and customers. VR
provides a truly unique content marketing experience and, as such, can
achieve higher levels of consumer engagement. Marriott, Lexus, and IKEA
successfully used VR for 2016 campaigns. So, who is next?
JonWuebben
@jonwuebben
CEO
Content Launch
41. 41
55+Predictions onContentMarketingin2017
Conducting your own, original research instead of quoting other
people’s should drive edgy, insights-driven content in 2017.
Delivering exclusive counter-intuitive, research-backed perspectives will
make your content bolder and more sought after in a way your competitors
can’t match.
TimRiesterer
@TRiesterer
Chief Strategy Officer
Corporate Visions
42. 42
55+Predictions onContentMarketingin2017
In 2017, content marketing is likely to evolve from primarily an
inbound marketing strategy of content generation to integrating
greater outbound marketing to help customers find you. More content will
be targeted and sent outbound to specific accounts or micro-segments to
evoke inbound buyer interest.
Wild prediction: We will see a content marketing-related marketing tech
company IPO.
PawanDeshpande
@TweetsFromPawan
CEO
Curata
43. 43
55+Predictions onContentMarketingin2017
From where I sit, few things represent a greater potential for advancing
the content marketing conversation than the Internet of Things.
As interconnected devices become more entrenched in people’s lives,
enterprising brands will be presented with exciting opportunities to deliver
real-world value to consumers through their content – and to do so in more
contextually relevant ways. Forget the sky: The cloud’s now the limit – but
only for the brands that prepare themselves to answer the call to “Alexa” or
“Siri” (or the like) for always-on customer service.
JodiHarris
@Joderama
Consulting Director, Editorial Content & Curation
Content Marketing Institute
45. 45
55+Predictions onContentMarketingin2017
Brand marketers will spend less time creating content and more time
managing a diverse group of creatives who will be implementing
a content marketing strategy. This team will consist of in-house talent,
agency staff, and freelancers working together on business objectives
defined in the strategy. Brand marketers will be measured on attaining
goals, not content creation.
SarahMitchell
@SarahMitchellOz
Director of Content Strategy
Lush Digital Media
46. 46
55+Predictions onContentMarketingin2017
Marketers will explore the potential of artificial intelligence –
specifically natural language generation technology – to create
data-driven content at scale. However, this technology, which is readily
available to marketers today, does not just ingest a data set and output
a narrative. The marketers must envision the stories that live within
their data (e.g., analytics, financial, research, sales, customer), and write
the narrative templates. Then the machine can turn one story into one
thousand. I like to refer to it as machine-assisted narrative, and it will open
up a world of possibilities for forward-thinking content marketers.
PaulRoetzer
@paulroetzer
CEO
PR 20/20
47. 47
55+Predictions onContentMarketingin2017
2017 will be the year that companies start to really focus on content
programs that help them deliver on the promise of their marketing
technology investments. Too many companies have been going through
the motions without really harnessing that power, and strong marketing
leaders won’t let that happen anymore.
WillDavis
@willdavis
Chief Marketing Technology Officer
Right Source Marketing
48. 48
55+Predictions onContentMarketingin2017
Brand marketers will shift the R in the ROI equation from reach and
resonance to relevance and revenue. Long ago, brands got the memo
to become publishers and, on the surface, they were publishing. But a true
publisher knows that content is just one piece of publishing; it’s about
content, community, and commerce.
AndrewHanelly
@hanelly
Partner, Creative Director
Revmade
49. 49
55+Predictions onContentMarketingin2017
When it comes to content in 2017, I think there are five key trends
that will separate content ROI from content that makes you cry:
1. Mobile first and foremost
2. Interactive & visual
3. Participative & influencer-activated
4. Personalized & experiential
5. Paid inclusion & distribution
LeeOdden
@leeodden
CEO
TopRank Marketing
50. 50
55+Predictions onContentMarketingin2017
No matter what’s ahead, content marketers would be wise to do
three things:
1. Understand your audience’s context when they seek and consume your
content, so you can enhance your ability to get your content discovered
and consumed.
2. Laser focus on content quality and efficiency; eliminate one-and-done
content, which will increase content ROI.
3. Place your blog at the core of your owned media to drive email
acquisition, leads, and revenues.
HeidiCohen
@heidicohen
Chief Content Officer
Actionable Marketing Guide
51. 51
55+Predictions onContentMarketingin2017
2017 will be the beginning of a huge change in how prospects locate
and interact with content that aids in purchase decisions. Chat bots
and machine learning will provide personalized pathways that match
the visitor’s funnel stage and intent and even begin to reinvent website
navigation as we’ve known it for the last 20 years. Meanwhile, marketers
must go “mobile native,” not with apps that no one wants, but by engaging
smarter on the platforms where mobile users live – messaging and email.
BrianClark
@brianclark
CEO
Rainmaker Digital
52. 52
55+Predictions onContentMarketingin2017
Virtual reality and augmented reality will change everything for brand
marketers. The challenge will be how to creatively integrate their
content with publishers in an innovative and entertaining way that makes
the best use of this new consumer environment.
JasonMiller
@JasonMillerCA
Group Manager, Content & Social Media Marketing
LinkedIn
53. 53
55+Predictions onContentMarketingin2017
Podcasts will become the broadcast medium of choice for Millennials
to receive their news, information, and entertainment. Podcast
syndicators, content creators, and show hosts will begin to pay-to-play in
key traditional broadcast areas and satellite radio, disrupting the entire
radio industry.
CathyMcPhillips
@cmcphillips
VP of Marketing
Content Marketing Institute
54. 54
55+Predictions onContentMarketingin2017
In 2017, I predict two significant shifts:
1. Silos are still the biggest hurdle to effective content marketing programs.
However, in 2017, departments responsible for advertising and marketing
budgets will start including content marketing agencies in their projects.
2. 2017 will, alas, be the year of palpably increased “intellectual attacks” on
content marketing, doubting its existence and usefulness/effectiveness.
NenadSenic
@NenadSenic
Group Editor
PM, poslovni mediji
55. 55
55+Predictions onContentMarketingin2017
2017 will be a year of content innovation! Already, tech companies
are heavily investing in virtual reality, artificial intelligence, and
augmented reality R&D. Immersive tech and machine learning will
significantly change the way content is consumed, experienced, and
shared, and CMOs will need to keep up in order to ensure a competitive
advantage well into the future! Tech solutions to content problems will
start to gain more traction as the industry tackles problems associated
with content authenticity, scale, and resourcing. I, for one, am very
excited about 2017!
CasMcCullough
@writally and @casmccullough
Founder
Writally
56. 56
55+Predictions onContentMarketingin2017
2017 is the “show me don’t tell me” year.
That’s right, instead of telling us your products and services are different, it’s time
to show us.
In 2017, you and your brand will leverage video like never before. We will spend
more and more of our marketing energy creating and consuming video on
Snapchat or streaming live on Facebook (or, soon, LinkedIn). Our videos will be
designed specifically to show our audience what we do, how we do it, who we
do it for, and how passionate we are about helping our customers and clients be
more successful.
2017 is the year we stop shooting videos of talking heads and start crafting real
video stories.
AndrewDavis
@DrewDavisHere
CEO
Monumental Shift
57. 57
55+Predictions onContentMarketingin2017
Ithink the owned vs. rented discussion is going to shift to a (mostly)
rented strategy. Instead of brands trying to drive eyeballs back to
their owned sites, they are going to focus much more on creating and
engaging with content wherever their consumers are. I believe that content
distribution strategies will become more important than the content
marketing strategy for many brands. Complicated and interesting times,
for sure.
MitchJoel
@mitchjoel
President
Mirum
58. 58
55+Predictions onContentMarketingin2017
Content creation will be closely tied to the integration of earned,
owned, and paid media. Brands will need to understand where
content will be distributed, then create the content in several formats
tailored to different channels. One size [of content] doesn’t fit all anymore.
PamDidner
@pamdidner
Global Content Marketing Strategist
Relentless Pursuit, LLC
59. 59
55+Predictions onContentMarketingin2017
In 2017, B2B organizations will shift recruiting efforts from digital
to strategy talent, in order to tie content marketing to business
objectives. Successful organizations will reduce their content volume in
favor of producing fewer but more thorough and lengthy pieces. Many will
jettison the click addiction in favor of trust as a means of measurement.
FrankStrong
@Frank_Strong
Founder & President
Sword and the Script Media, LLC
60. 60
55+Predictions onContentMarketingin2017
Make sure you stay on top of these trends – and any
others that might emerge in 2017.
Subscribe to CMI’s e-newsletter.
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 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 bi-monthly 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.