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What will change in content marketing in 2012?
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Content Marketing: Vendors as Publishers
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5 Answers
More companies will embrace the concept of storytelling to ensure a continuum of content, as Ardath Albee calls it.
And more companies will create the role of VP of Content Marketing, Chief Content Officer and the like as the lightbulbs go off and they grasp the true value of content in driving business.
Content marketing is going to be the staple of future. As the use of Internet spreads, consumer behavior seems to be changing drastically. None of the customers, even if I were to picture myself as a customer, just don't want to be approached in person without me giving the consent. I don't read the newspapers anymore and I barely watch TV. It's just me.
Point is that content marketing is the fulcrum point of permission marketing. It's this permission marketing, as Seth Godin says, which will end up as the only way to market.
I totally agree with Stephanie Tilton.
"Story telling" is the new currency of marketing.
Introduction of Google+ for business is going to bring more fruitful changes to content marketing in 2012. It will help in Search Engine Optimization / visibility on Google and will make it easier to provide targeted content to the circles of contact and prospects.
As the result more quality content marketing will drive more traffic, leads and business.
Content marketing will become more balanced in 2012, with particular attention to understanding the learning styles of readers who are being targeted with blogs and marketing materials on the web. This means understanding the Buyer Personas a company is targeting much better and mixing Right Brain and Left Brain preferences into content - such as mixing numbers, data and verbiage (Left) with interactive graphics, audio and video (Right).
Here's a good explanation from David Meerman Scott: http://www.feedblitz.com/f/?FBLike=http://www.webinknow.com/2012/01/thinking-...
Companies will become more systematic about how they create and deploy content over the year. They'll understand how top-level themes should cascade down into quarterly stories and resources. And they'll be more active in atomising their content into multiple formats to suit individual media and contexts.
They will continue to increase the use of marketing automation software to move towards delivering more tailored content that's triggered by customer behaviour. They'll get better at measuring ROI over the long term (through to the sale and, crucially, beyond). And they'll use this to more closely link their content back to hard business objectives.
Finally — I hope — they'll begin to realise that curation without original insight is of limited value once everyone is doing it.
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