Is anyone doing content marketing the right way? According to the Content Marketing Institute’s Content Marketing in Australia 2016, only a small minority of local marketers think they are effectively implementing the best content marketing strategies for their businesses.
What does this mean? For one thing, it suggests the industry has quite a long road ahead of it. But will the upcoming year be the year this all changes?
I am always cautious to say any year is going to be ‘the year of …’ Everyone was saying it was going to be the year of the mobile for the better part of a decade, until finally people realised we’re well and truly past the threshold.
In terms of content marketing, it’s difficult to say whether we’ve passed the threshold yet. But let’s put it this way, more marketers are investing more of their money into content marketing. If the Content Marketing Institute’s figures are anything to by, over 2016, almost 90 per cent of marketers have indicated they plan to deliver more content than last year.
So, what are the indicators that content marketing will really hit its stride in the upcoming year? Everyone is aware that changes to the Google algorithm in recent years mean marketers need to focus more on the quality of their content rather than merely pumping out quantity. As a result, we will hopefully see an increase in the quality of the output.
A quick survey of some of the major brand in content marketing suggests the quality of content is on the rise. Everyone’s favourite at the moment is GoPro, but other content marketing leaders include Coca Cola, GE and Red Bull. Meanwhile, it’s surely not a major revelation to say video output will increase significantly over the next 12 months.
But there are other gauges which might suggest significant maturation in the space. In particular, we expect there to be a flurry of mergers and acquisitions over the next 12 months. Such activity is always a strong signal that a market has matured.
Recent years have seen an acceleration in mergers and acquisitions related to content marketing companies – and by this I am not only referring to content creation businesses, but distribution, measurement, discovery and so forth. Major examples include Outbrain’s purchase of content discovery company, Scribit, and IBM’s purchase of SilverPop and Xtify.;