CMO.com aggregated predictions from 32 leading marketers on their outlook for digital marketing in 2012. 6 of the 32 responses directly mentioned content marketing and recommendations as something to look for more of in the coming year. Here is a sample of their responses:
Content Marketing, Refined
“Content marketing… is now the most-used marketing strategy and has paved the way for growth in practices such as content curation–the process of finding, organizing, and sharing information online. In the upcoming year, we will see the strategies that marketers utilize to create and distribute their own, as well as third party, content become more concentrated. Marketers will become more focused as they harness the emerging technologies that are now available in the field… As always, the most relevant, timely and fresh content will always have the greatest impact.”
- Pawan Deshpande, CEO, HiveFire
“…brand journalism and content creation will continue to be important ways to connect with consumers and build trust and loyalty. Quality of audience and how brands maintain a conversation also will matter more than simply number of hits. It seems that anyone (or any cat) can now get 1,000,000 views on You Tube. As an ROI measure, volume in isolation of engagement will become increasingly irrelevant.”
- Simon Sproule, CVP, Global Marketing Communications, Nissan Motor Co.