Importance of Content Recommendations Predicted in 2012

|Kelly Reeves 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

“…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.

Content Recommendations

“I anticipate some innovations around content recommendation for business customers. A lot of brand equity is built around trust, and one way to build trust is to share information that isn’t necessarily self-serving. So, for example, I would expect to see better methods of content discovery for professionals similar to the recommendation engines we’ve all experienced with Amazon, Apple, Netflix, Pandora, and others.”
– Jim Kelly, U.S. Brand Leader, PwC

May We Recommend…

“In 2012, we’ll see content recommendation become an important supplement to paid advertising and SEO. With smarter algorithms able to automatically read, categorize, tag, and organize articles and browser history, more and more people will be seeing “we also recommend” on their favorite Web sites. This will allow more personalized content discovery at a cheaper cost.”
– Jim Nichols, Vice President–Digital, Stern + Associates

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Kelly Reeves

Kelly is Senior Marketing Manager at Outbrain. Previously, she was the founding editor of Urlesque, an AOL-owned website covering internet... Read more

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