With the start of the new year, I thought it would be a good time to find out what people are predicting in the world of content marketing for 2018.
I wanted to share with you links to just a few of the websites I’ve been reading in the last couple of days.
Take out points for me include the importance of strategy and measuring success. The impression you sometimes feel is that content marketing has been embraced by marketing departments and agencies but the ability to measure success hasn’t been done particularly well.
This is why I think in 2018 there will be more emphasis on not just creating content but understanding the overall aim and clarifying how success will be measured.
2018 will be about quality overriding quantity when it comes to content. In my role writing about banking technology and regulation, it’s not the type of content that can be easily churned out. The topics I’m writing about are highly technical. For this reason my role has been very much about producing quality thought leadership papers and articles. They take real time and effort to produce, quality really is the name of the game.
One thing that does intrigue me is the potential role of Artificial Intelligence in Content Marketing. Last year I was learning a lot about AI in relation to its impact within financial institutions. I know little of its potential role in creating content but it’s something I’m certainly keen to learn more about in 2018.
One comment I read on the Content Marketing Institute’s website came from a quote from David Meerman Scott, marketing strategist, Freshspot Marketing LLC. He said:
In a world of increasing scandal (think Wells Fargo) and people slapping “fake news” labels on content with increasing frequency, success will come from telling the truth. Always.
We’re in a political climate where many people distrust the words that come from politicians, big business, and so called “experts”. With this in mind, the ability to tell the truth and be a credible voice in your industry becomes a vital ingredient for future success.