We asked our CMI contributors to share their 2012 content marketing priorities with us and were truly wowed by their diverse and intriguing responses! From “adventurous” and “experimental” to video and mobile marketing initiatives, here are 22 illuminating insights into the 2012 content marketing strategies and priorities of CMI’s leading experts. Enjoy, and maybe this will help you think about what to focus on as well.
![]() – Joe Chernov (@jchernov) |
![]() – Darryl Praill (@ohpinion8ted) |
![]() – Ahava Leibtag (@ahaval) |
![]() – Jason Falls (@JasonFalls) |
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– Scott Aughtmon (@rampbusinesses) |
![]() – Joe Pulizzi (@juntajoe) |
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![]() – Sarah Mitchell (@globalcopywrite) |
![]() – Arnie Kuenn (@ArnieK) |
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![]() These two trends combined will lend to new and exciting opportunities to insert content into the lives of consumers at the times when they are most eager to consume it. The challenge will be in mastering this new timing and finding ways to create the most relevant content quickly and efficiently. – Nate Riggs (@nateriggs) |
![]() – David Huffman (@davemhuffman) |
![]() – Katie McCaskey (@KatieMcCaskey) |
![]() For the buyer, a purchase is a complex and often difficult change management process, with many stakeholders and hurdles. Marketers must provide content to help facilitate the decision steps in the buying cycle, helping the buyer answer key questions, sequentially Why Change, Why Now and Why the Proposed Solution? For 2012, the top priory for marketers should be to optimize content to support the buyer’s journey. This involves mapping the buyer’s journey and understanding whether there is adequate and compelling content to help facilitate the decision making process along each step For each gap, new and important content can be developed, helping to engage buyers wherever they may be in the decision making process, shorten sales cycles, and loosen stuck deals. – Tom Pisello (@tpisello) |
![]() But why not follow the “flipped classroom” model that’s getting hot in learning? We could distribute concise, provocative video presentations for viewing in advance, and then hold one or more live Google+ video hangout follow-up sessions for those who want to ask questions and discuss the content. There’s got to be a better way! – Michael Kolowich (@MichaelKolowich) |
![]() – CB Whittemore (@cbwhittemore) |
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![]() In this regard, our experience with dialing in a content strategy for ourselves has been a real eye-opener. For instance, are we better able to achieve our desired outcomes in terms of new business development with a content strategy based on providing educational content (positioning us as thought leaders, for example) or by providing creative, emotionally inspiring content (strengthening our image as a creative digital agency)? Or should it be some combo of both? Getting this dialed in this year is a top priority for ourselves. – Russell Sparkman (@fusionspark) |
![]() If you aren’t identifying the areas in your content marketing approach where content can advance somebody towards a business goal, and specifically identifying what those pieces of content are, who they are targeted to, and the desired action you want them to take then you need to re-valuate what’s missing in your content marketing approach. – Will Davis (@willdavis) |
![]() Thus my priority in 2012 is that content marketing have the right process to make it a channel. That process includes 1) idea generation: listening to the voice of the customer to produce ideas for content about customer interests; 2) content production: a fully functioning “newsroom” within brands to produce and distribute content; and 3) audience development: outreach to influencers to drive links and traffic. And the outputs of the process need metrics so that the process can be measured and be part of the full marketing operation. |
So what is your content marketing priority for 2012? Please share it with us in the comments section below. Thanks, and have a wonderful holiday!