About 12 months ago, I covered some of the content marketing trends to look out for in 2017. I recently reread the post. Most of the trends will remain very important after 2018. Most companies are committed to creating a true, live content marketing strategy for their organization. Native advertising remains the gateway drug for many content marketing programs, and mobile continues to be a monthly taste as consumer usage grows.
However, I believe that some really interesting events have happened in the last few months and we have begun to talk about the evolution of the content marketing practice itself.
Big bet on original content
Recently, reports have emerged that Apple, the world’s most valuable company based on market capitalization, plans to invest more than $ 1 billion in original content. (Robert and I elaborated on this in This Old Marketing podcast episode 197.) There’s talk of Apple’s adoption of Netflix, but it’s more than Apple’s participation in TV shows and Canada Mobile Number streaming videos. I also think it is important. business. Apple needs to be relevant and consistent. Valuable programming can increase viewership and attract attention (like any other company).
We also know that Google buys original content from both brands and media companies (which we learned directly). Especially to fill the gap in the content found by the search algorithm. And to keep up, Facebook spends a fair amount of money on the original video directly from the marketing budget. And don’t exclude Amazon, which is probably the biggest purchaser of original content.
I’m still not sure what this means, but there’s one thing for sure. Consistent, original and addictive content is all the rage. In a sense, we’re seeing a new golden age of television … it happens on every device we can imagine.
Consistent, original and addictive #content is all the rage
How does this affect you? First, if the main competitors aren’t making big bets on the original content, it’s quick. A window is happening now to build a credible and loyal audience. Second, builders of new and trusted content brands have multiple options for monetizing their content, either directly from their customers and prospects, or from syndication through Apple and Google around the world.
@Joe Pulizzi predicts that it will build a trusted content brand and gain multiple options to monetize its content. Click to tweet
Onslaught of acquisition
Some create and some buy. After years of attention to this, content brand acquisitions are now a big trend.
@Joe Pulizzi states that the acquisition of the #content brand is now a big trend. Click to tweetArrow Electronics, an Amazon electronics component, has purchased 51 (yes, yes) media properties from UBM and Hearst to establish the largest media company in the B2B electronics industry. Currently, it has reached 76% of electronic engineers, and there is another department that runs the commercial department.
In early August, Netflix made its first major media acquisition, acquiring comic publisher Millarworld. This is another signal that Netflix is creating its own intellectual property away from licensing other people’s content.
Build-it or buy-it questions are still going on, and given the current flow of funding, both tools appear to be strong and growing in the areas of content creation and distribution.
Marketing as a profit center
At the end of last year, both Mondelez and Pepsi announced that they would invest heavily in launching their in-house content studio. Judging from the comments from the marketing leaders of both companies, some of these marketing departments generate revenue and include potential commercial ventures.
CMI believes this is the next iteration of content marketing. That is, build multiple audience groups within your enterprise and monetize those groups in dozens of ways. Ultimately, innovative companies like Arrow and Johnson & Johnson (using babycenter.com) will generate enough revenue to outweigh their costs. The marketing department will be an independent organization.
@Joe Pulizzi predicts that innovative companies will generate enough revenue from their content to outpace their costs. Click to tweetAs Robert Rose and I explain in our new book, Killing Marketing, the process of embracing the costs and benefits of content creation is important, even when a marketing profit center isn’t possible within your organization. All senior marketing executives are interested in content creation and flow, especially this year as almost every company creates more content than last year.
Content marketing budget around the world
A recent study found that proficiency in content marketing was the number one goal for marketers in the Asia Pacific region. In addition, according to our own research, most US marketers are increasing their content marketing budgets as well as marketers around the world. (This is an interesting study from Scandinavia.)
Familiarity with #contentmarketing is the number one goal for marketers in the Asia Pacific region through @ thenewbase research. Click to tweetThis is both good and bad. I’ve been in the industry for nearly 20 years and it’s amazing to see the marketing department working on content marketing practices at real marketing costs.
That said, I’m also concerned about the nature of these budget campaigns.
Recently, I met a group of senior marketers from a major consumer electronics company. They doubled their content creation and promotion budgets between 2015 and 2017 (which is great), but most of the investment was spent on projects (which isn’t great). These projects were 3 to 6 months video series or time-based native advertising programs.
Are you familiar with it? it should. Most brands still treat content marketing like advertising. For content marketing to really work, it needs to be differentiated (as media companies do) and consistently created over time. I’m worried that most of these content marketing investments will be fruitless … and that’s why we still have a long way to go on our content marketing journey.
Successful #contentmarketing needs to be differentiated and consistently created over time. @JoePulizzi Click to Tweet
The turf war has begun
During the summer we started working with a major healthcare company. Its content marketing results are outstanding as it has grown many content brands and audiences, gradually moving away from traditional advertising. It has caught the attention of CMOs and is so successful that the entire marketing organization has a content enthusiast.
The unexpected result is the turf war and the disjointed strategy. PR and Communication employs their own content team members separate from the company’s official content studio. The roles of social media overlap, and no one is in charge of content marketing strategies.
We’ve seen this happen (that’s one of the reasons we wrote Killing Marketing). Marketing leaders need to step up and take ownership of someone to lead their content strategy. This should ultimately be a delegation from the Chief Marketing Officer (or higher). Next, the practitioner should meet with the leaders of other departments as soon as possible to make sure everyone is on the same page. This is a daunting task (to help you save work), as some marketing leaders may think that land acquisition of content is needed.
Marketing leaders need to step up and take ownership of someone in order to lead the #content strategy. @JoePulizzi Click to TweetOverall, I think this is the most exciting time in marketing and can directly build your audience and have a significant impact on your organization’s overall business model. That said, as we know, when you look at the dismantling and restructuring of the marketing department, this move comes with problems and challenges.
Get ready for a wild ride.
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