In December, I was asked to contribute to NewsReach’s ‘Changing state of content marketing in 2014 infographic‘. A supplementary and more detailed blog post where I was quoted, was also published here.
I thought it was useful in providing links to the NewsReach piece to also share my other observations on where I think marketing needs to move to in 2014. Content marketing, the process of positioning yourself or your business as expert through providing help, counsel and insight, is where your battle will be won and lost.
Type #contentmarketing into Google or Twitter and you’ll get scores of soothsayers talking about it. Here’s my two pence worth from a specific b2b marketing perspective.
There are four trends that businesses need to get onboard with and switch on to:
1/ Companies need to focus on creating a content funnel, mapping content to the different stages of influence and decision making – but it will need to be very carefully tailored (if not completely personalised) to achieve effective resonance and critically, create action in target niches.
2/ Successful content marketing companies will move to longer, less frequent ‘evergreen’ content when blogging. Evergreen means it is good advice that will endure. No more blogging for blogging’s sake. You want your content to hang around – or as Social Media Examiner’s Michael Stelzner calls it ‘nuclear fuel’.
3/ As much time will need to be spent on going off page to seed, share and build influence as it is spent on curation and creation of content. Being part of the right crowd/s will be the single most important challenge moving forward.
4. Creative, graphic content will increase as use of sites like Pinterest increase in business. Just remember that an infographic needs two things – information and a nice, engaging, professional look and feel.
We’re already a couple of days in to a new year. Forget campaigns. How are you going to build your position for the future?