It’s that time of year again when we get out our chrystal balls to predict the future.
At the Content Marketing Institute they’ve got their: 100+ Social Media and Content Marketing Predictions for 2013.
I don’t think there’s any doubt that content marketing will continue to grow in 2013. If there’s one area of particular interest to me, it’s the growing convergence between marketing and journalism.
We’re going to see more journalists being hired by non-media companies to create content. Storytelling is at the forefront of content marketing and who better to tell stories than journalists.
One prediction that caught my attention came from Paul Conley at page 20. He Looks at how content marketeers have mastered the skills of journalism: These include analysis, how to articles, and profiles.
He points out that no brand has attempted to make the move into the world of serious investigative journalism; but he suggest some brands will start doing this. They won’t investigate their own industry; instead they’ll look at subjects of interest to their customers.
This is the first time I’ve heard anyone suggest this and it intrigues me to see if it will come true in 2013.