What is the future of content marketingThis week I presented at the BtoB Magazine’s Digital Live conference in New York. The topic was the future of content marketing. And I walked the audience through the trends and some of my own predictions related to content marketing, marketing and even the future of business itself.

Some Content Marketing Trends:

  • Everyone uses content marketing but no one feels they are very good at it. The Content Marketing Institute and MarketingProfs released their latest trends that showed that more than 90% report to use content marketing and less than 50% feel they are very good at it (Click to Tweet)
  • Advertising is on the decline. Mass marketing and promotional advertising techniques just ain’t working and this causing marketers to consider content marketing over advertising. (Click to Tweet)
  • Still, 73% of consumers could care less if the brands they use disappeared tomorrow (Click to Tweet)

My Content Marketing Predictions

  • Customer-Centricity is the only way to break through the noise of boring and self-promoting content. We must begin to make our customers the heroes of our stories (Click to Tweet)
  • The move to customer-centricity will put tremendous strain on the promotional cultures and campaign mindsets at many large BtoBs (Click to Tweet)
  • The future of content is mobile, visual, consumable and snackable (Click to Tweet)
  • More brands will start acting like publishers and set up newsrooms. Brand journalism is here to stay. (Click to Tweet)
  • Brands will partner with publishers to deliver high-quality content in innovative new ways. (Click to Tweet)
  • Brands will begin to entertain their audiences by producing high quality entertainment and features (Click to Tweet)
  • A few brands will have the courage to show their human side and produce funny, humorous content (Click to Tweet)

So there you have it, some of my top trends and predictions. What do you think?

Let me know what you think in the comments below. And please follow along on TwitterLinkedInFacebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

About Michael Brenner

Michael Brenner is the Vice President of Global Marketing for SAP where he leads content strategy and serves as the managing editor of the company’s award-winning Business Innovation thought leadership blog site. He is also the author of B2B Marketing Insider, a contributor to Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to B2B Marketing Insider by Email

17 Comments

  1. Daniel Newman said…

    What a terrific and useful piece of information for content marketers and more importantly brands thinking of/using content.

    Cheers Michael!

  2. Jay Mavani said…

    Very well written, and your predictions couldn’t get more articulate. Especially, brands having the courage to show their human side – the success of Social Media indirectly ascertains that claim, but I’m sure, in near future, there’s much more to come.

  3. Travis said…

    Great insight Michael! This piece of work has shared widely in APJ

  4. Todd Speicher said…

    Hi Michael, curious to know you thoughts on the following – if so many believe they are not good at publishing, what kind of framework or strategy can they employ to improve at content curation and who should be involved? I tend to agree that most brands/companies publish without a strategy for how to align content with a particular customer or persona and therefore they fail to drive engagement with their desired customer or prospect.

    • Michael Brenner said…

      Todd, it takes deep understanding of the audience and a process to publish content that meets their needs. So it starts with the mindset to meet customer needs, then the people, process and technologies must support that.

  5. Tony Zambito said…

    Hi Michael,

    Thanks for sharing your presentation. There is the conundrum of many companies facing the issue of content marketing ineffectiveness. Understanding audiences at a deeper level is the way to break through the noise as your point out. I like that u=you used the phrase customer-centricity. For understanding audiences is treated narrowly at times versus holistically – or another way of saying it is tactically versus strategically. Which, only results in a level of incremental improvement but not transformation.

    Good as usual Michael – appreciate.

    Tony

    • Michael Brenner said…

      Thanks Tony, I think there is a huge cultural shift about to happen inside marketing organizations. It’s the shift from the campaign-brain and promotion mentality to this customer-centricity. I don’t think where there yet. And I think the shift will be rough for some. There will be a new call for analytics to support and drive customer-centricity, buyer persona development and from there, creating and distrubuting content will become much easier. Thanks for being my brother in arms on this revolution!

  6. Thank you for sharing your opinion, Michael!
    I couldn’t agree more that customer centricity is key, and we need to make the customer (and the whole audience) feel empowered, make them the “hero” of our story. I am excited to see if any of the predictions come true and how soon!

  7. Carla Johnson said…

    Michael,
    Thanks for your insights and I like where you’re going with the future of content. To your point of content getting more human, I think that as millenials become more ingrained and own decisions about content, this will help move the needle. Their presence means that layers of decision makers (and control freaks) are sloughing away and making room for people who understand the need and nature of connecting as people, which lends to more creativity and fun.
    Carla

  8. Connie said…

    Great presentation! Is there an audio replay available?

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