In this edition of the PNR: This Old Marketing podcast, Joe and Robert ditch the script altogether and focus on what is most likely to happen in and around the content marketing industry in 2014. Predictions include which company will be buying media companies in the next year, as well as how we will see mature organizations adapt to the content marketing function.
This week’s show
Download this week’s PNR This Old Marketing podcast.
- Content Marketing Predictions Sure to Come True: (Note: For a full rundown of 2014 predictions, see these 50 content marketing predictions.)
For this week’s show, Robert and Joe run through a number of content marketing predictions, including:
Robert Rose’s Predictions:
- 2014 Will Be the First Year that Enterprises Develop Formal Organizational Structures Around Content Marketing: More brands will develop content marketing-related roles and “Centers of Excellence” like the ones we have seen at Kraft and Coca-Cola. Content marketing can’t be just another thing for a traditional marketer to do.
- Native Advertising Will Explode: The idea of placing content within the context of other publisher’s sites will skyrocket. (Contributing content: the New York Times’ move to native advertising, and details on the FTC’s role in the native battle)
- B2B Print Will See a Boost in 2014. With less mail going through the post than ever before, more targeted print custom content programs will be launched than we’ve seen in some time.
- Agencies (of all kind) Will Truly Start to Deliver Content Marketing to Clients as a Real Approach (but Advertising Agencies Won’t): Yes, many agencies will start to provide real strategic content marketing services for clients; but advertising agencies will likely be in a world of pain. (Related article: Content Marketing Institute)
Robert’s big prediction: Google will buy Yahoo!
Joe Pulizzi’s Predictions:
- At Least Three Fortune 500 Companies Will Hire a Chief Content Officer: Right now, we are seeing “content run amok” in many enterprises. If someone isn’t being made accountable for content marketing within the organization, it’s not being given its due importance.
- In 2014, More Brands Will See Content Marketing Success by Focusing on Fewer Channels (a less-is-more strategy): The multiple channel strategy will be deemed ineffective for most brands, and true success will be found through consistency in one channel. (Contributing article: LinkedIn).
- Email Will Become the Channel of Choice in 2014: Brands will be focusing less on fans and followers and will instead put resources behind building content subscription programs through email.
Joe’s big prediction: Microsoft will purchase at least two media companies in 2014.
- Rants and Raves
- Robert’s Rave: Robert sends mad love out to Ann Handley for her article on the unbelievable Justine Sacco tweet about going to Africa (Justine Sacco was the top PR person for Interactive Corp.). See the entire article from Ann here: Justine Sacco: When Bad Gets Ugly.
- Joe’s Rave: Joe raves about Cassio Politi and his Brazilian content marketing firm Tracto’s research on content marketing in Brazil. Among the findings, 83 percent of Brazilian B2B marketers are leveraging content marketing in some way, and 46 percent have a documented content marketing strategy. See the full results below:
3. Additional Discussions in This Episode:
- Content: The New Marketing Equation from Altimeter
- Book resource: Your Brand: The Next Media Company by Michael Brito
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