2013 was the year content marketing became common currency.
- high quality content is king – the customer is also king (or should be)
- user experience matters
- there are numerous channels
- content builds engagement, but there needs to be a growing focus on enabling conversion
. . . has been a liberating experience for brands, and one that is long overdue.
I’ve always been a strong advocate for content. To my mind anything less is irrational. If you value your custome engage with them, find out what they want, give it to them. If you master that simple equation, your customer will be back . . . and may bring their friends to come along for the ride too.
Google’s numerous algorithmic developments in 2013 have been good for content marketing, forcing content creators, brands and agencies to focus on the way it is consumed and use that information to shape the way content is created, targeted and disseminated, measured and re-interpreted. There is a welcome focus on the customer as king, at last.
Here are some predictions for what the new year may bring from a variety of analysts and commentators:
- The ever-reliable Mashable carries a great top 10 list of emerging and established trends
- The Content Marketing Institute carries some challenging ideas – Google buying Yahoo! anyone? (thought you’d like that one)
- The Drum carries views from Guardian News & Media, M&C Saatchi, iProspect and others
- KissMetrics carries a super précis of the recent study by The Content Marketing Institute, Brightcove and MarketingProfs, offering trends on the basis of study’s analysis
- EConsultancy places (rightly) a focus on analysing the customer journey, arguing for better targeting and re-targeting to build conversion
Just five of numerous pieces on content marketing. Have a fun and prosperous 2014.