THE FUTURE OF CONTENT MARKETING
What Top 21 Experts Think!
We asked 21 experts, 5 questions regarding the future of Content Marketing:
- Should organisations shift their content strategy from building branded content to establishing themselves as content brand?
- Which are the most useful tools in your daily content generation and marketing?
- Which social media channel will become platform #1 for content marketing?
- Who will win the battle long detailed vs short snackable content?
- What does the future hold for the Content-SEO pair?
The future of Content Marketing according to Adrian Cordiner, Founder of Digital Rhinos
Short, snackable content is good for driving regular engagement, building momentum, capturing eyeballs. Also good for commentary on very timely issues. But in the long-term, the longer, detailed content is what drives leads and long-term organic traffic
Branded Content vs Content Brand
I do (think companies should shift towards becoming a content brand), but they need to fully commit to it, as it is a long-term play for the company. Especially for smaller organisations, where resources can be tight, the key is to be hyper-targeted. Have a laser-like focus on your core persona, and a niche within your industry.
Your favourite content generation/marketing tools
- BuzzSumo & Ahrefs Content Explorer for finding popular content, helping with content generations ideas
- Prozely for content creation
- Buzzstream for outreach
- OpenSiteExplorer, Raven Tools for determining linkable content
- Facebook, Twitter, LinkedIn for content promotion
- Prozely for content creation
- Buzzstream for outreach
- OpenSiteExplorer, Raven Tools for determining linkable content
- Facebook, Twitter, LinkedIn for content promotion
#1 Social media channel for content marketing
It?s hard to argue against Facebook. They?ve got the audience, and are well ahead when it comes to signing deals with publishers. But again, I think it depends on what your audience is. If you?re looking at a more professional audience, you?ll find LinkedIn more useful, for example.
Long detailed vs short snackable content
Is it a cop-out to say neither? I think they both serve different purposes. Short, snackable content is good for driving regular engagement, building momentum, capturing eyeballs. Also good for commentary on very timely issues. But in the long-term, the longer, detailed content is what drives leads and long-term organic traffic. If I had to choose, I?d say the long detailed, but both will always have their place.
The future of the Content-SEO pair
I?m not sure if it?s even possible, but I?d say they get even cosier than they are now. Google?s patents related to ranking pages based primarily on the quality of the content (as opposed to the backlinks to that content) only highlight the fact that, as AI gets better at determining what good quality content looks like, the importance of it is going to skyrocket.
