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 Doug Kessler, Creative Director and Co-Founder, Velocity
SEO will split into two disciplines: one will be all about hygiene and on-page discoverability.
The other will essentially be content marketing (including promotion of content).
Branded Content vs Content Brand
Every company that creates and distributes branded content is building a content brand as they do it.
But there's a big step beyond that: creating an 'owned media' play with a purely editorial stance -- like American Express Open Forum or VanWinkels, the site about sleep, produced by Casper, the mattress people.
An owned media play may not be for every brand. It's a long-term commitment and returns could take a long time.
But for many, it's a great strategy
But there's a big step beyond that: creating an 'owned media' play with a purely editorial stance -- like American Express Open Forum or VanWinkels, the site about sleep, produced by Casper, the mattress people.
An owned media play may not be for every brand. It's a long-term commitment and returns could take a long time.
But for many, it's a great strategy
Your favourite content generation/marketing tools
Evernote ? to capture ideas and outlines.
Google Analytics ? to monitor what's happening
Google Docs ? for writing stuff that a wider team can review
Slack ? for collaborating
Wordpress ? for publishing content
Slideshare ? for distributing embeddable stories
Google Analytics ? to monitor what's happening
Google Docs ? for writing stuff that a wider team can review
Slack ? for collaborating
Wordpress ? for publishing content
Slideshare ? for distributing embeddable stories
#1 Social media channel for content marketing
For B2B, Twitter and LinkedIn are front-runners.
Facebook is always the gorilla in the room.
Specialist communities like Spiceworks are great if you have one in your market.
Facebook is always the gorilla in the room.
Specialist communities like Spiceworks are great if you have one in your market.
Long detailed vs short snackable content
It's not a battle. Both have their place.
The future of the Content-SEO pair
SEO will split into two disciplines: one will be all about hygiene and on-page discoverability.The other will essentially be content marketing (including promotion of content).
