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Take 30 minutes and buzz through 100 content marketing predictions from more than 60 thinkers and doers in the content marketing and social media fields. They’re all captured in the e-book you can download for free right here.
Joe Pulizzi, himself a preeminent content marketing strategist and founder of the content marketing matchmaking service Junta42, put out the call for New Year’s content marketing prognostications late last year. First to take up the question was none other than Seth Godin, who predicted an economic turnaround in the second half of 2010, along with the arrival of a “shiny new thing” that will cause Twitter to lose some of its luster.
Godin’s comment was followed soon after by a veritable who’s who of social media and content, including Jason Falls, David Meerman Scott, Paul Dunay, Ardath Albee, Brian Solis and John Jantsch of Duct Tape Marketing fame.
Here’s the question posed by Pulizzi:
What is your prediction for how brand marketers
will create and distribute their own content in 2010?
Yours truly was among those who took a spin at a fearless forecast:
Marketers will begin — at least should begin — to put greater innovation emphasis on being relevant and engaging with content delivered via flesh-and-blood channels — the sales force, customer service, dealers and distributors, etc.
As content marketers we tend to fixate on other content types — value-adding articles, white papers and e-books; social media postings and dialogue. Still, some of the most critical content for building brand and business is that which gets lumped into the easy-to-neglect category of “collateral.”
The days when it was good enough to throw a brochure and some case studies in an envelope and consider that you’ve done an effective job of following up with a customer or prospect are over.
With Web 2.0 thinking and technology, there’s opportunity for bringing customization, engagement and measurement to these communications. And, as recipients click through personalized content collections – online experiences tailored to their needs and interests, vs. off-the-shelf, one-size-fits-all print pieces – marketers can measure and continuously learn from their interactions.
Be curious to know if you see what I see, or just what your prediction might be for social media and content marketing in 2010. Comments welcome.