"Content creation strategies need to be dynamic and responsive, but they also need to drive things forward."
We've already looked at some of the major trends to look out for in content marketing this year. Now, as the lustre of the New Year fades and gloomy January sets in, here's a little look at some of the other main content marketing trends for 2013.
We can expect to see a slump this year as content marketing enters the mainstream. What do I mean by that? Well, with a handful of great brands and companies doing content marketing really well, many more will be tempted to try out this new craze. What that means is many who simply don't get it will be enticed to spend money on something they don't really know about. Result – lots of poorly executed content campaigns.
Every single list of top trends for content marketing in 2013 mentions gamification. The idea is simply to engage users more by making content more interactive. Everyone from start-ups to multinationals will jump on the gamification bandwagon this year – expect big bucks to be spent. But this will require a more creative approach to content writing and content marketing in general - not something that every company is going to manage.
Collaboration (or is it abdication)
As everything in the world of content creation becomes more social, we can expect even more companies turning to their communities of customers and influencers to come up with relevant and engaging content.
This has an advantage – by listening in real time to what your customers are wanting you can quickly meet their needs with timely content creation.
But it's also an abdication of responsibility. Instead of setting your own agenda, you're essentially becoming nothing more than a forum that answers questions. Content creation strategies need to be dynamic and responsive, but they also need to drive things forward, giving customers not what they want now, but creating a demand for something that doesn't already exist.