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2016 Content Marketing Forecast

Jan 13 2016

by Catherine Hamrick

400px How does 2016 cast a bright light on content marketing Catherine Hamrick (3)

Nothing is sure in this world. However, watching the 2015 countdown on Twitter convinced me of two things: 1)  a lot of digital soothsayers pop up and 2) content marketing is much on their minds. I scrolled through the last two months of tweets hoarded on my feed and took stock of three near-futurists. Their messages stood out in the noise.

Joe Lazauskas (@JoeLazauskas), editor in chief at Contently (@contently), offers a broad perspective in “Five Big Ways Content Marketing Will Change in 2016.” I’m jazzed by the first prediction: “more editorial/media folk will take content marketing jobs because of specialized skills (e.g., writing, editing, videography, and content strategy).” Translation: increasingly, journalism chops count. Now that’s a happy thought for any word nerd who finds nirvana in new media.

What’s not to love about Joe Pulizzi (@JoePulizzi), the poster boy of content marketing, and the Content Marketing Institute (@)? Their heaven-sent newsletter is chock-full of industry news, trends, and cutting-edge examples. This is Pulizzi’s eighth year as a prognosticator of content marketing, and he rarely misses. Look for two major takeaways in the e-book 40+ Predictions on Content Marketing in 2016: 1) data-driven strategy (e.g. site auditing, metrics, reports, insights, and audience segments) moves to the forefront and 2) a visual content strategy and style become de rigueur. (Spontaneously sprinkling some pics here and there on social media no longer cuts it.)

Ann Handley (@MarketingProfs), the chief content officer of Marketing Profs, sounds off sensibly in this dialogue. She gets to the point in “Content Marketing Grows Up: My 2016 Prediction.” Sure, a lot of the action boils down to smart strategies. But don’t forget: bigger stories and bolder voices rule.

There’s hand-wringing that we have entered the era of content marketing overload. So what do you do? Listen to common-sense leaders. Then refine the process, hone the practice, and stay strategically present.

Catherine Hamrick blogs at Random Storyteller and Catherine Hamrick: Soul Deep Storyteller.

 

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Catherine Hamrick View More Blog Posts from this Author

After a few years as a copywriter for the Southern Living Advertising Department, editor and writer Catherine Hamrick learned her craft in the magazine and book divisions of media giants Time Inc. and Meredith Corporation. She taught writing, literature, public speaking, and business communication at the university level. As a freelancer, Catherine has tackled "almost every topic but porn and physics" and has managed editorial projects or co-authored branded books for imprints such as Southern Living, Oxmoor House, Meredith Books, Better Homes and Gardens, Traditional Home, Country Home, Midwest Living, The Home Depot, Ortho, and Lark Publishing. Certified in social media marketing, she coaches students and professionals in writing resumes, cover letters, and online profiles. She is also a ghostwriter—that is, a professional keeper of secrets. Connect @ChamrickWriter or drop by her blogs: Random Storyteller (https://randomstoryteller.com) and Catherine Hamrick: Writer, Editor, Social Media Human (https://catherinehamrick.com).

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