Content Marketing Predictions for 2020: What’s Happening Now

This is Part II of a two-part series about content marketing’s evolution ahead of 2020. Read Part I here.

In recent years, marketing specialists and researchers were asked to make predictions about the state of marketing in 2020. With that milestone less than a year away, we checked back on some of those forecasts to determine how close we are to them being realities.

Take a look to compare your progress compared to the predictions. It’s possible you could improve your content performance by revising some of your current strategies and integrating some new martech solutions.

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Content Marketing 2020: Where Are We Now?

This is Part I of a two-part series about content marketing’s evolution.

Marketing has been changing fast, but just how fast? Over the past several years, marketers and researchers have been predicting what the content marketing landscape will look like in 2020. Coca-Cola created waves in the marketing industry in 2011 with the release of its Content 2020 vision, a radical departure from the traditional advertising model. Back then, some projections may have seemed futuristic. Unlikely, even.

Now that we’re less than a year away from 2020, we compiled a list of some of those predictions to see which ones are close to the reality of marketing today and in the near future.

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What content intelligence means for creatives and publishers

Content marketing continues to deliver a strong marketing ROI, with a majority of marketers reporting that the strategy made their companies more successful than the year before. That was among the findings in the latest benchmark reports released by the Content Marketing Institute.

And, B2B marketers cited quality content creation as the most significant contributing factor for those results.  Among B2C respondents, content creation came in a close second as a major factor to their successful campaigns,  just behind strategy.

Relevant, quality content has become the new performance standard in marketing. With customers’ demanding more experiences from brands, that shouldn’t be changing any time soon.

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How to create a content strategy that builds brand trust

Brand trust in businesses took a dive in 2018. In the wake of unfavorable news surrounding big brands like Facebook (privacy), United Airlines (customer service) and Equifax (cybersecurity), only 48% of Americans reported that they trusted businesses, according to the 2018 Edelman Trust Barometer.

When compared to other countries, the United States suffered among the worst slides — losing 10 points in overall customer trust — down from 58% in 2017.

According to another recent survey, 79% of customers said brands must demonstrate “they understand and care about me” before they consider purchasing. The report by Wunderman also revealed that 89% of American customers said that they are loyal to brands that share their values.

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The biggest trends impacting content intelligence in 2019

One of the reasons I love being a marketer is that the only thing constant about it is change. A bit trite or overused, right? But, I am truly excited about the speed and impact that emerging technologies will have on marketing in the upcoming year.

As a marketer who lives and breathes in the content intelligence space, I believe that marketing is at an intersection of multiple crossroads (maybe it’s a multi-level highway?) — B2B and B2C marketing converging more than ever before; analytics and creativity crossing paths; and strategy and analytics feeding off each other in new ways.

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