The Future of Content Marketing
Some 5 years ago, as content marketing started to develop into a trend, I was trying to imagine what the future of content marketing would most likely indicate for businesses to prosper in a world where online presence was driven by web content. I was intrigued by many SMB marketers back then: what if 5 years from now, 50% of your online web site's traffic built upon on your blog's content?
How would you get ready for that? Blank stares, skepticism, raised eyebrows ... Allow us to's just say that the answers (or lack thereof) were the reason we started Scoop. It to start out with and began building content marketing software.
Moving on 5 years later, content marketing has by no means been so sizzling hot. A majority of online marketers are failing at it sadly. According to CMI/MarketingProfs' 2016 benchmark, only 30% of B2B marketers say they're effective at content marketing. According to another study by BuzzSumo, 50% of web material get 8 shares or less.
Future of Content Marketing Next 5 Years
Just about every day, we're speaking with loads of online marketers who are looking to technological innovation to assist them to conquer their most significant content marketing demands. Over the last year alone, we've seen their concerns change from overcoming the fundamental obstacle of producing content to the much more sophisticated needs encompassing content distribution and examining content performance. Enhanced competition for attention (Mark Schaefer's content shock) as well as the increasing complexity of the content marketing method are steering that modification and the necessity for technology to help
How do content marketers expect technology to help?
Over the past 10 weeks, the Scoop.it group surveyed over 300 marketers to more effectively understand this question. People also carried out dozens of extended interviews with SMB marketers to add a qualitative factor to the ongoing research.
Do online marketers expect technology to be part of the answer?"
Yes, absolutely" states Mark Schaefer. Equally quantitative and qualitative responses are clear: marketers expect and want technology to help them help make content marketing work for them.
"At present, marketing is math. To the extent that we can make use of technology to distill understanding from the numbers, we will certainly be more efficient marketers."-- Mark Schaefer
The Fears Associated with Future of Content Marketing Automation
The concerns associated with content marketing automation
The road to hell is really paved with good intentions. Content marketing automation is not regarded as a solution without risks or dangers: while some of the marketers interviewed shared some concern about their work be-coming automated, the main fears were really centered around misusing the innovation.
Technology can’t be a shortcut for building a strategy or learning content marketing methodology in the first place.
“I look at technology for content marketing being used right now as putting off fires, solving very small issues. Before buying technology for content marketing, you need a strategic vision that makes sense for the organization.” – Joe Pulizzi
“Automation as a function of unsophisticated marketing has no winner.” – Lee Odden
When it comes to addition to the prevalent concerns with new technology adoption (learning curve, complexity, risk ...), online marketers that were surveyed make known other concerns. We've all seen brands receive extreme critical remarks for making automation blunders on social media, and the chance of sacrificing control is in addition often pointed out.
Anytime it pertains to enhancement to the prevalent worry about new technology adoption (learning curve, difficulty, risk ...), online marketers we surveyed help make known other considerations. We've all seen brands receive extreme critical comments for making automation blunders on social media, and the chance of sacrificing control is in addition frequently pointed out.
Quite possibly, and more importantly is the concern of compromising content quality: web content is considered as an essentially human activity, hence many view the concept of automation and the future of content marketing and its creation as a risk of content becoming less reputable and instead evolving to be more generic and robotic.
Arguably a longer term concern, there's also an "arms race" controversy which questions the following: when most of us possess far better software and tools, just how do we identify the advantage to opposing competition?
“My biggest concern in this space is that we over-rely on automation and become lazy marketers. It’s intoxicating to let the algorithms do the work but if this is the same information our competitors can see too, how do we create competitive advantage?” – Mark Schaefer