I’ve just read this compilation of insights and predictions published by the Content Marketing Institute (CMI).
Two strategic insights I found especially helpful:
- Must have a real-time mindset (David Meerman Scott)
- The “consumerization” of B2B marketing (Tom Pisello)
This summary of especially salient points looks like a pretty good content checklist:
- Content will get shorter (Doug Kessler)
- Relevance will become the new standard (Sandra Zoratti)
- Must become better storytellers – Some brands will understand that they are nothing
- more than a story and brands that tell their story will win (Simon Kelly)
- Create original high value content (think unique) (Valeria Maltoni)
- Education oriented better than humor (Russ Henneberry)
- Frequency, quality and relevancy not only matter, but will be essential to maintaining a competitive edge (Barbara Rozgonyi)
- Ability to generate content that engages audiences and motivates them to take action (Paul Roetzer)
- Quality over quantity
- Content strategy and planning -By the end of 2011, a marketer not having a content-related marketing strategy will be more the exception than the rule ( Russell Sparkman)
- Alignment with internet fueled buying cycles (Tom Pisello
- Allow customers to engage and consume content on their own terms (
- Customized (personalized) content delivery
- Attention spans are diminishing … alleviate information overload (Ambal S. Balakrishnan)
- Content rules when it shares or solves, and doesn’t shill (Ann Handley)
- Facebook will rule (Leslie Lindeman)
- Track audience preferred devices
- Challenge of standing out within the cacophony of content
- Focus on syndication
- Content curation
- Get webinars “right” – viewers won’t accept mediocrity anymore – (Shelley Ryan)
- Micro sites
- Leverage mobile
- Video will be the most significant development (Marc Laplante)
My (SalesVPI) addition:
The business front line (sales, sales support, inside sales, customer service, account managers) will become more active selecting, tailoring and proactively delivering content to target audiences. The front line can best understand the specific interests, timing, relevance factors, and convenience considerations of those audiences.
