Yes, it’s that time again.
Before we reveal which predictions came true — and which ones didn’t quite come to pass — over the past 12 months, I’d love if you could throw your hat into the ring and share your predictions for 2014.
So just for fun, let’s take a look back at the winners (and losers) for 2013.
Where we got it right
The phrase ‘content marketing’ will become the accepted term for the majority of businesses. —Marcus Sheridan
My take: Bingo! This one has certainly become a reality this year.
Podcasts [are set] to explode in 2013! As more consumers begin to discover their smartphones can deliver on-demand talk in the form of podcasts, we’ll see a virtual land grab, as more experts begin publishing their own weekly audio shows. —Mike Stelzner
My take: Believe it or not, according to Edison Research, one in six Americans has now listened to a podcast in the last 6 months.
2013 will be the year in which content marketers truly embrace visual content. —Neal Schaffer
My take: Uh, Pinterest, Instagram, Vine, the rise of the infographic… I think Neal hit this right on the head.
More CMOs will co-brand by co-creating content in 2013. —David Deal
My take: Want to see proof that this is happening all over our industry? Just take a read through this brandscaping post for some amazing co-creation examples.
Marketing automation and content creation platforms will continue to consolidate and integrate with one another. —Steve Lazuka
My take: Oracle’s purchase of Compendium and Salesforce.com’s purchase of ExactTarget and Pardot are just the start of the big mergers and acquisitions to come across the content landscape.
To drive more meaningful engagement, brands will leverage ‘the social stream’ via ‘promoted tweets’ and ‘sponsored stories’ as their #1 way to serve content and connect with audiences. —Barbra Gago
My take: There’s plenty of evidence that 2013 could be considered the “Year of Native Advertising.”
Just as the term ‘cloud’ became confused and distorted under the weight of opportunistic IT marketing, it’ll become tougher to keep content marketing a clearly defined and understood discipline. —Jonathan Crossfield
My take: It’s already become a major challenge. Here’s a great post from Robert Rose, who is working to try to clear up some of this confusion.
Where we missed the mark
In 2013, we’ll start to see big brands in all industries start to purchase media companies. While many will still opt to build, many will just buy the media brand and talent as part of their content marketing initiatives. —Joe Pulizzi
My take: Well, this just didn’t happen… but that isn’t going to stop me from predicting this for 2014.
Some brand will do solid, hardcore investigative work — not of its industry, but of a tangential subject of interest to customers. —Paul Conley
My take: As far as I know, no brand really took this on in 2013.
Brands will get serious about planning content marketing. —Will Davis
My take: According to Content Marketing Institute/MarketingProfs research, the majority of brands still have no documented content marketing strategy.
CMI will be bought by major player; Pulizzi buys NY Jets; orange retired as a color. —Doug Kessler
My take: No; nope; and never gonna happen.
The jury’s still out
By the end of the year, marketers will start to realize they can’t do content marketing without integrating print. —Nenad Senic
My take: Well, at least our latest content marketing research showed that print channel usage is holding firm.
Thanks again to the more than 80 marketers who made the 2013 report come to life. Here it is again below in all its glory.
Have ideas on where the content marketing industry may be headed in 2014? Submit your prediction for next year’s report. All responses are due by November 15, 2013.
Cover image via Bigstock