What are the main content marketing trends for 2013?
| Content marketing is growing all the time. Its share of the global digital marketing pie is getting larger by the month. So with this ever-changing, dynamic industry increasingly at the heart of marketing strategies, what are the key trends for content marketing in 2013? Econsultancy has just produced an interesting list of six key trends to watch out for this year. Many other companies have done the same - here's a brief synopsis of the major things content marketers will be keeping an eye on in 2013. |  |
Newsjacking is one – basically taking a trending topic and spinning it to suit your needs. This can work up to a point, but it's not exactly taking the RITE approach. In many cases it would be perfectly solid foundations for content, but I think all too often you will see it being abused.
Mobile content is another key trend. Great focus on content for mobile is a sure thing, but how far and how much is another matter. Sure you need to have a website optimised for mobile, but the actual content doesn't necessarily have to change. What is certain that is you will need content that can be used across the all different viewing formats – laptops, tablets and smartphones. Mobile marketing budgets are only rising, so mobile content going nowhere but up.
Content marketing budgets will rise in the B2B sphere
More than half of B2B marketers plan to increase their content marketing budgets for 2013, according to the B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America from Content Marketing Institute. On average, B2B marketers are spending 33% of their marketing budgets on content marketing, which is up from 26% last year.
Tactics will diversify
Content marketing tactics will become increasingly sophisticated over the next year. Articles will no longer be the core of content marketing as the discipline evolves and becomes increasingly complex.
The CMI study shows B2B content marketers are using 12 tactics, which is a significant increase over the average number of tactics used in each of the past two years (8). "Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent," the report stated.
Learn to COPE
Businesses looking to increase brand awareness and raise their profile through content marketing will increasingly learn that one-off publication is pointless. By learning the Create Once, Publish Everywhere approach, they will maximise their content writing investment.
"In other words, the ability to output a single piece of content in multiple formats (such as mobile, text, PDF, etc.) and to many different destinations (multiple pages, sites, and even web servers) is more important than ever," writes Hannon Hill CEO Kat Liendgens.
Mobile content is another key trend. Great focus on content for mobile is a sure thing, but how far and how much is another matter. Sure you need to have a website optimised for mobile, but the actual content doesn't necessarily have to change. What is certain that is you will need content that can be used across the all different viewing formats – laptops, tablets and smartphones. Mobile marketing budgets are only rising, so mobile content going nowhere but up.
Content marketing budgets will rise in the B2B sphere
More than half of B2B marketers plan to increase their content marketing budgets for 2013, according to the B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America from Content Marketing Institute. On average, B2B marketers are spending 33% of their marketing budgets on content marketing, which is up from 26% last year.
Tactics will diversify
Content marketing tactics will become increasingly sophisticated over the next year. Articles will no longer be the core of content marketing as the discipline evolves and becomes increasingly complex.
The CMI study shows B2B content marketers are using 12 tactics, which is a significant increase over the average number of tactics used in each of the past two years (8). "Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent," the report stated.
Learn to COPE
Businesses looking to increase brand awareness and raise their profile through content marketing will increasingly learn that one-off publication is pointless. By learning the Create Once, Publish Everywhere approach, they will maximise their content writing investment.
"In other words, the ability to output a single piece of content in multiple formats (such as mobile, text, PDF, etc.) and to many different destinations (multiple pages, sites, and even web servers) is more important than ever," writes Hannon Hill CEO Kat Liendgens.
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