Hundreds of articles about content marketing are published every day worldwide. Many are worthwhile reading, but not all. Here are three tips on texts that you should read, about social media, measuring performance and the future of content marketing.
The hype about content marketing is (finally!) over
When Joe Pulizzi, founder of the Content Marketing Institute, held his opening speech at the Content Marketing World in September, many were amazed that he was not entirely positive and exuberantly happy. On the contrary. Pulizzi outlined a scenario where content marketing faces its toughest test in the coming years, and where only the best will succeed. He did it with the help of Gartner’s Hype Cycle and concluded that hype about content marketing is about to peter out. Seen from a longer perspective, this is not necessarily negative but rather a proof of maturity.
Doug Kessler from Velocity Partners summarises Pulizzi’s prophecy in this interesting and entertaining blog post. Among other things, he says, “Content Marketing is about to be blamed for the bad performance of its worst practitioners.”
The Content Strategist summarises social media
Social media has never been so important as now. Engagement is growing, the number of followers is increasing and the audience spend more time on social media. The companies that succeed in using social media properly have much to gain. But what is it that is most important? Read this article to learn why the future is mobile, who really shares what and how you can reach the right target audience through the right channels.
What is the correct way to measure power in Content Marketing?
John Wanamaker, American politician and – allegedly – ‘the father of modern advertising’ said at the end of the 1800s that he knew that half of his advertising was useless, but he did not know which half it was. Since Wanamaker’s days, the question of ROI (return on investment) has tormented marketing people worldwide. And content marketing is no exception. One of the most common questions about content marketing is exactly how one can and should measure the impact of their marketing.
In this article, Robert Rose gets to the root of the problem and believes that ROI is not a relevant measure of campaign-based marketing but may well be that for Content Marketing. Yet first we must see content marketing as a company asset that creates value in the long term, not as a project with direct return.