By Joe Pulizzi published December 16, 2013

50 Content Marketing Predictions for 2014

50 content marketing predictionsAs the longest running content marketing predictions source on the planet (I’m not kidding), I’m proud to announce our 2014 Content Marketing Predictions eBook. (For the record, you can also view our forecasts for 2009201020112012 and 2013).

My favorite part about these predictions is that I’m usually wrong — and I don’t mind going out on a limb again this year. That said, I really feel my content marketing predictions are on the money this time around:

  • Microsoft will buy one, maybe two, media companies in certain industries. The outcome of these moves will pave the way for further media purchases throughout the year by non-media companies.
  • Red Bull will announce a series of daredevil movies to be produced by Amazon.com.
  • At least three Fortune 500 brands will hire a Chief Content Officer.

Aside from my own “stretch” goals above, we have compiled 2014 content marketing predictions from 50 other content marketing thought leaders. Here are some of my favorites:

Bigger success, less content. That’s the motto I expect to see more and more content marketers embrace in 2014. With more and more organizations taking a more strategic approach to driving sales and higher-quality leads, we’ll see brand marketers create content brands designed to build subscription-based relationships with a loyal audience. Subscriptions that demand higher-quality content, delivered consistently and shared widely. —Andrew Davis | @TPLDrewauthor of Brandscaping (and keynote presenter at Content Marketing World 2014)

In 2014, more brands will partner with publishers beyond the ad buy. I am not talking about ‘native ads’ that consumers ignore, but true content partnerships where brands and publishers will co-create sponsored content for both the publisher and brand websites and the social web (paid, owned, and earned).Michael Brenner | @BrennerMichael; VP, Marketing and Content Strategy, SAP

There is a definite trend toward small. If we can’t get big chunks of content through a limited ‘pipeline’ of brain cells, maybe we can get grains of sand through. This would explain ideas like Vine (6-second videos), infographics, and even Pinterest, which is simply easy on the eyes without a lot of processing. —Mark W. Schaefer | @markwschaefer; author, Return on Influence

I predict that the need for translated content will increase, perhaps exponentially, into 2014. More customers are translating more content into more languages all the time. It is no longer acceptable to reach international markets with an English-only strategy. Val Swisher | @contentrulesinc; CEO, Content Rules, Inc.

Check out these, as well as the 46 additional predictions in our content marketing predictions eBook below.

What are your predictions for the content marketing industry in 2014? Let’s hear them in the comments below.

(Note: If you would like to download the PDF, select Save via the SlideShare link.)

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute, Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. Joe's latest book is Epic Content Marketing (McGraw-Hill). If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

Other posts by Joe Pulizzi

  • ronellsmith

    Joe,

    Thanks for providing my lunchtime reading :)

    The Microsoft point, I feel, is solid. As brands begin to (truly) embrace not only the value of great content, but the need to produce it consistently as well, newspapers are an ideal acquisition choice. They have the best writers, conditioned to understanding their audience and having a nose for the best stories, making it possible for these non-media giants to go from content providers to veritable thought leaders in the content marketing space in a short span.

    We see this play out all the time in other industries, when companies make acquisitions that position them as leaders in the new space. Why wouldn’t it happen with content marketing?

    At the C-Suite level, those brands tepidly entering the space are looking for the disruptive angle. They are smart to do so.

    RS

  • http://www.thesofaandchair.co.uk/ Tom Goodwin

    I see content marketing as a slow burning but very profound dynamic of change over the next decade (much like the buzz about “Web 2.0″ a few years back). Would be great to see some more detail on some of these predictions but its certainly a bright future for those engaged with content creation, curation and distribution.

  • Michael Gerard

    Great insight Joe! Thanks to you and your team for pulling this together each year! A must read as part of 2014 marketing planning.

    Some predictions that most resonate with me as a CMO, content marketing SaaS vendor and former IDC analyst:

    - “Real-time content marketing will become the new goal” @mikedweir, LinkedIn. No doubt this will be key to success for future content marketers. I love the vision, but in 2014 it will remain part of a long-term journey. (i.e., many steps along the people-process-technology spectrum for content marketing maturity remain to be solved before we get to real-time content marketing)
    - “The distribution slice of the content marketing pie will grow” @jchernov, HubSpot. Absolutely. Content marketers love to create new content; however, the future leaders in this space will perfect their ability to market their marketing (e.g., through distribution), getting more mileage out of existing content before running off to the next shiny object.
    - “Content marketers will become more adept at marketing automation” @paulroetzer, PR 20/20. As content marketers, we gotta connect our content production process with marketing’s lead generation/nurturing engine. . . for improved content management and to demonstrate content success/ROI.
    - “The convergence of created and curated content” @TweetsFromPawan, Curata. Curata’s 2013 Content Marketing Tactics survey indicates a significant shift in 2014 by marketers to better use curation as part of creation activities. (i.e., less egocentric marketing) The new mix will be 65% created, 25% curated and 10% syndicated content; and the line between created versus curated will continue to blur.

    Thanks Again!
    Michael

    • http://contentmarketinginstitute.com/ Joe Pulizzi

      Michael…you pulled out some dandies here.

  • http://geekfree.net/ Aaron

    “Most small business owners won’t blog” :) — Aaron

  • Miriam Loeffler

    Thx for adding me again this year. Merry X-mas to everybody from Germany and have a great as well as “content-rich” 2014!

  • http://www.brandignity.com/ Brandignity

    I think we are really in for a fun interesting ride with the future of content marketing. Some might find it hard to believe that we could even refine from where we are now but it is going to get really fun. I think we are moving very much towards a quality vs. quantity approach. It will soon be more about writing one awesome weekly blog post than 5 OK ones.

  • Kira Sparks

    Agree with Jay’s point on short-form content becoming increasingly key to keeping up in a cluttered market. And as he says, many brands will turn to real-time marketing. The key will be figuring out how to do it well. My prediction is that real-time becomes much more important related to social care and responding to customer needs and questions than clever real-time response to the Superbowl or other such events.

  • http://www.it-sales-leads.com/ Barbara Mckinney

    Bigger success,less content. This is not impossible to happen.More and more marketers realized that a quality content is better than thousands of low quality and duplicated content. Thanks for sharing this Joe!

  • http://www.feldmancreative.com/ Barry Feldman

    Get grains of sand through? I think if you get grains of sand through you make an impression about the size of a grain of sand. Maybe if you can get a massive stream of grains through you stand a chance to move someone.

    • http://contentmarketinginstitute.com/ Joe Pulizzi

      Now that one made me laugh Barry!

  • James Perrin

    Nice one Joe. There’s so many things that could happen in the next year with regards to content, but I think a lot more companies (especially over here in the UK) will start to feature real-time events in their strategies. Whether it’s sports or entertainment, if there’s lots of people online talking about it – brands will want to get involved in the conversation too. That’s my prediction for 2014.

    • http://contentmarketinginstitute.com/ Joe Pulizzi

      Agreed James, but real-time is incredibly hard and takes a number of resources to get right. I think we are more than a year away of seeing this work consistently.

  • JessieCoan

    Great round up guys! Thanks for including Pawan. I wanted to add one more prediction to the list – get organized. With content marketing going much more mainstream, organizations are going to need to focus on getting aligned and organized to be able to handle and create the demand for content. I wanted to share an article that discusses how businesses can handle this – creating a sustainable content marketing organization http://www.curata.com/blog/the-only-6-ways-to-build-a-sustainable-content-marketing-organization/ Thanks!

  • http://www.contentrules.com Val Swisher

    Thanks for including me, Joe! And thanks for the great round-up for the other 49, too!

  • curious guy

    Curious if people have more specific predictions on companies in the space that will be acquired? content technology companies, infographic agencies, PR agencies with a content marketing focus?

    • http://contentmarketinginstitute.com/ Joe Pulizzi

      My take: lots of companies. M&A content marketing technology space is robust right now.

  • http://writtent.com/ Vitaliy

    Interesting prediction..Thanks for the post!!

  • http://www.brightinbound.com.au/ Sarah McIntyre

    Thanks for including my prediction. I’m honoured. Stop random acts of content creation!

  • http://www.contrastmedia.co.za/ Carla Dewing

    Great to be among such raucously talented content marketers Joe, thank you :D

    Colleen Jones and John Fox had some great insight – owned media is going to become a lot more important, especially with volatility and competition spurring the social networks forward. Can’t wait to see what content strategy twists will come our way.

  • Michael Bian

    great list of predictions. i enjoyed reading it. thank you.

  • http://b2binbound.com/blog Greg Elwell

    Thanks for including me among this esteemed cast of content marketing characters. Feeling pretty good about the SlideShare prediction already! Thanks Joe for all your leadership and inspiration. Best, Greg

  • http://expresswriters.com/ Julia McCoy

    CCO – Chief Content Officer – love that term!

    I think some of these predictions are coming true already…I’ve seen more of our clientele more prepared than ever to invest in content. Not saying all do: a LARGE amount of the typical web audience still needs to be informed about the need for it. I think every year this will decrease. 2015 might really be a big year for the hiring of roles like CCOs.