8) Camouflage: Content Marketing
Content marketing is all the rage. I am trying not to be – but this article, is in a way content marketing – it is talking about digital marketing trends, and I work for a company that is looking to get digital marketers aware and interested.
In the year of the snake, content marketing will drive engagement through owned media, through social channels. It will power more effective search and SEO. It will be what customers expect from brands, especially on digital channels. Customers will expect a media to transfer some value in the form of information, insights or coolness and the marketers that do this well will be rewarded. Content marketing agencies will start to proliferate and it won’t be till the end of the year that we will have really good picture of who is good and who is not so good.
There are a number of broader ethical questions around the future of authentic content being squeezed between content marketing and diminishing ad spend – but I don’t think marketers will be concerned about that until well after the year of the horse!
Content marketing will mushroom – the year of the snake is likely to be more quantity than quality.