What Top 21 Experts Think!

We asked 21 experts, 5 questions regarding the future of Content Marketing:

  1. Should organisations shift their content strategy from building branded content to establishing themselves as content brand?
  2. Which are the most useful tools in your daily content generation and marketing?
  3. Which social media channel will become platform #1 for content marketing?
  4. Who will win the battle long detailed vs short snackable content?
  5. What does the future hold for the Content-SEO pair?

The future of Content Marketing according to Keri Jaehnig, Founder of Idea Girl Media


Founder of Idea Girl Media Twitter: @kerijaehnig
If we're focusing on content rather than the social component of social media, the leaders are narrowed to YouTube, Instagram, LinkedIn and LinkedIn Slideshare, with Periscope and Blab offering new possibilities.
Branded Content vs Content Brand
I agree that business brands should be building their brand content. Publishing information that establishes credibility in the brand niche is essential! At the same time, it may not make sense for all brands to market themselves as content brands. Yes, we should all be thinking like media companies and publishing content attributed to our brands. But the Startup needs to build, some brands will not value content as others do, and a myriad of other variables...

The key is to produce awesome content, and tell the right stories that positively reflect the brand and nurtures credibility in the niche. Quality over quantity is vitally important.
Your favourite content generation/marketing tools
Priorities for me are:

  • Creating content that is both informational and visually delicious
  • Offering a good balance of my brand content and curated content on social networks
  • Being on the right social networks
  • Hosting webinars to share my ideas and content
  • Improving the relationship with my email list subscribers
By 2018 it is predicted that 84% of communication will be visual. So, I am implementing strategies that speak to that and position myself and my clients to be ready. My current list of favorite tools to accomplish these goals:

Creating - Wordpress formatted blog, Canva At Work, Keynote

Curating & Syndicating - BundlePost, Hootsuite

Social Networks - Right now, my hot button is Instagram!

Online Gatherings - A combination of GoTo Meeting, Webinar Jam, and LeadPages

Email Marketing - I keep coming back to MailChimp, though I have used others.

The one other important tool I think too many leave out: The brain. I keep my brain conditioned to the ever changing landscape of social media and content marketing! I regularly find training on new techniques and tools so I can offer my clients the best possible results in their services.
#1 Social media channel for content marketing
Wow, that's a wide open canvas! The answer will be somewhat relative, because some will prioritize some qualities and components over others.

I'd like to champion the brand blog. But that would be naive. As our society becomes more visual, everything will evolve to serve that. So, if we're focusing on content rather than the social component, the leaders are narrowed to YouTube, Instagram, LinkedIn and LinkedIn Slideshare, with Periscope and Blab offering new possibilities. We must consider where LIVE content will take us! Keep in mind, we may not have even heard of the platform that will be wooing us in a few years' time.
Long detailed vs short snackable content
I believe there will continue to be a need for both. In fact, they can go hand-in-hand. People snack until they need more thorough answers or until you serve them something meatier and more delicious. Marketers should be prepared to offer both in their strategies into the future.
The future of the Content-SEO pair
We have learned from previous processes. It really is ideal for content to fuel SEO, and my belief is the future seems brightest with that in tact. However, we do not control the decisions the search engines make. This is another reason we should be creating both snackable and long, detailed content so we, as brands, can continue to evolve as our marketing landscape changes.
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