What Does the Future Hold for Content Marketing?

Molly Bruno

Written by Molly Bruno on Wed, Aug 20, 2014

fortuneThere is something special about an industry facing changes. The idea that there is more to learn and achieve provides a sense of excitement to move forward. Of course, if an industry is failing (remember Blockbuster?), change can indicate an inevitable end. In the evolving world of content marketing, it’s safe to say that change is good. Very good, in fact. According to research by the Content Marketing Institute this year, 93% of B2B marketers use content marketing and 90% of B2C marketers use content marketing.

To stay up-to-date with the content marketing industry, it’s important to look at its place today and the possibilities for the future. We recently attended CMI’s webinar “The Future of Content Marketing” to get a firsthand look at the top predictions for the future of content marketing. Here are some of the best audience predictions and tips from the pros to give us a glimpse into what the future holds.

Audience prediction: Any company not doing content marketing will die a slow death.
The panel’s two cents:
Companies won’t necessarily die without implementing content marketing, but the most successful companies will be using content marketing. 

Audience prediction: Millennials will tire of content marketing and become as impatient with it as they are with advertisements.
The panel’s two cents:
Content marketing will be much more social for millennials. Companies will learn to navigate social conversations better and evolve content to move into social discourse.

Audience prediction: Content needs to be short or “snackable."
The panel’s two cents:
Short form content and apps like Vine are great. But the idea that we’ve achieved death of long form content is false. Webinar viewing duration is going up and becoming more interactive. Though we can consume “snackable” content quicker, is it really inspiring a change in behavior? It might be entertaining, but will it cause people to take action?

Audience question: How do you stay ahead of the average content marketer? What is one thing to keep in mind all the time?
Pro tip:
It can be a challenge to stay one step ahead. Be sure to make content marketing a formal function that is measured and a real and recognized process with a strategy in your company. Also, keep your target audience in mind as the content is for your audience.

Audience question: How can content marketers deal with deluge of content marketing crap out there?
Pro tip:
Get content from trusted sources. Rather than being nosier and producing more content than other companies, focus on creating remarkable content. Less can be more.  

Audience question: How can small companies with limited internal resources integrate content marketing?
Pro tip:
Create one piece of content regularly. You can repurpose content you already have to get more value. It’s about prioritizing, and the first step is to make time for content marketing.

Ultimately, companies can stay on the cutting edge of content marketing by keeping up with industry trends and creating content that speaks to their audience. Is your industry behind the scenes? Find out how our content marketing agency develops custom, quality content for a range of industries in our latest webinar.

Watch SPROUT Content's Webinar

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