Last year around this time, we asked reached out to a series of content experts (many of which are included in this post), to ask them for their top content prediction for 2017. By and large, the explosion of video content was a top prediction and rang true this year.
We also received predictions related to the mistrust of news sources (#FakeNews anyone?), the need for restructure within marketing departments as content marketing roles become more defined and the necessity for a defined content marketing strategy.
And while each of these predictions were spot on) or very close to what we've experienced this year), some of them were very aspirational. This year, content marketers have been through alot. They've had to do even more with less, focus even more on marketing performance and try to navigate a very saturated marketplace.
In the past few weeks we've discussed the biggest content lessons in 2017 and how to hit the ground running with content in 2018. This week we get a glimpse at some raw, grounded and actionable content marketing predictions for 2018.
The platforms and tools that we use on a daily basis are in the midst of a revolution. Advancements in Artificial Intelligence and Machine Learning are having a significant impact on the industry, one that we can't ignore.
As content marketers begin to rely more heavily on this technology, they'll find that they will have even more insights and data which should make for better, more impactful content.
Ann Handley
Chief Content Officer, MarketingProfs
"We're going to see new art forms emerge for content in 2018." @annhandley tweet this
Ask Yourself:
Traditionally, marketing has been viewed as a cost center within organizations large and small. Marketing is the thing that costs money, that doesn't create new business and is often the first department to experience budget or resource cuts.
Jump to 2018, and it's time to change that narrative. Good marketers have been lead and revenue obsessed for years, and use data to show their worth. Now it's time for everyone else to catch up.
If content marketers can narrow their focus and spend time nurturing their audience and developing marketing strategies that move them through the purchasing funnel, they'll begin to see the direct correlation between marketing and sales made.
Joe Pulizzi
Author & Keynote Speaker
"What if we can build a loyal audience, and generate direct revenue from that audience and have marketing be self-sustaining." @joepulizzi tweet this
Ask Yourself:
Everyone and their dog (literally), consider themselves to be content marketers. The landscape is saturated with crappy content that is leaving many audiences unsatisfied and turned off, even when it comes to the good stuff.
We are in an era where people know that they need to be creating content, but they aren't always equipped to create the right content. In the coming year, we'll see even more people creating even more content without purpose.
Chris Brogan
CEO, Owner Media Group
"We're on the tail-end of people knowing they need to create content. Content 2018 is Applebee's announcing $1 margaritas every day of the week." @chrisbr/ogan tweet this
Ask Yourself:
Creating and promoting content a certain way because it's "the way you've always done it", won't help you become a better or more successful marketer.
The best marketers, take the time to test different variations, analyze the data and optimize based on the results. When you do start an A/B testing initiative it's essential that you keep the variables to a minimum. That way you can determine which variable had the impact and optimize your approach moving forward.
Alexandra Rynne
Content Marketing Manager – Marketing Solutions, LinkedIn
"In 2018, we'll see a lot more companies A/B testing." @amrynnie tweet this
Ask Yourself:
Most B2B marketers think that content is serious business. However, that notion runs counter to the buzzwords we've been throwing around for years about humanizing br/ands, showcasing authenticity and ultimately creating content for people.
Smart B2B br/ands will take the time in 2018 to begin testing adding humor into their marketing in a way that creates a more meaningful connection with their audience.
Tim Washer
Writer & Producer, Cisco
"2018 will be the year that we'll see more B2B br/ands using humor in their content. Using humor is a wonderful way to share our flaws as people." @timwasher tweet this
Ask Yourself:
In 2018 marketers will need to be even more data driven than ever before. Reporting on KPIs will no longer be accepted as marketers have access to information that can help them measure true content impact and performance against business objectives.
Additionally, marketers will need to use this data to map the full buyer journey to determine the correct place for each piece of content.
Dayna Rothman
VP of Marketing & Sales Development, BrightFunnel
"Marketers will need to go above and beyond KPIs and determine what content is moving the needle for pipeline and revenue." @dayroth tweet this
Ask Yourself:
Documenting a formal content strategy still seems to be a struggle for many marketers. And while there is a slight increase each year in the number of marketers who do have a content strategy, it's not enough.
Without a plan, it's impossible to meet or exceed expectations. Simply formalizing your plan can provide a framework for how you'll approach content, what your goals are and how you can make decisions based on the data you collect.
Chris Moody
Content Marketing Leader, GE Digital
"We have to get to a point where every marketer is data driven and showing ROI." @cnmoody tweet this
Ask Yourself:
As an added bonus, we asked our experts to predict beyond the coming year and share their vision for content marketing in 20 years. Here were their responses:
Content marketing changes so quickly that these predictions can't possibly cover all of the changes that we will experience in the coming year. So that begs the question: what is your top content marketing prediction for 2018?
