2013 Content Marketing Trends

Research Outline

The following industry research seeks to define the most typical features and peculiarities of online marketing participants.

All marketing companies were selected according to their SERPs, the number of provided services and their use of social utilities.

The participants were all analyzed against 17 major types of content. Each type of content had a certain type of priority.

The following categories had the highest priority type: ”article”, “blog post”, ”case study”, “research and analysis”,” slideshows”, “ webinar” and “white paper”.

Such types of content as “podcasts”,”newsletters” and “microsites” were viewed as low priority. The other content types, which did not fit either of the categories, were considered medium priority.

Another research classification principle was “content category” which included the following subcategories: “breaking headlines”, “industry news”, “ongoing series”, “product/service reports”, etc.

According to its placement, all content was divided into: web site-core content, website -news item, blog, Facebook, Twitter, LinkedIn and Pinterest.

The last classification principle was “post frequency” and had the following periodicity:   3+ times a day, 1-2 times a day, 2-3 times a week, 1-2 times a week, 2-3 times a month and once a month.

Major company content

According to the search results, blog posts, case studies, research and analytics constitute over 98% of content. Judging by the search results, images constitute 86% of content, whereas infographics and PDFs only 6% and 5% respectively.

Most Popular Content Categories: Portals

Diagram 1. Most Popular Content Categories: Portals

Although it’s rather difficult to determine blog periodicity, in the course of the research we arrived at the conclusion that, on average, online marketing companies update their blogs 2-3 times a week.

As for content categories, the most popular of them were industry news and events with ongoing series of “tips” in tow.

Speaking of content placement, it’s important to mention that the bulk of company information, including company services and the list of clients, is posted on the company web-site. The company blog is primarily used for industry-related issues.

Information portal content

Since the main purpose of portals is to give information and help analyze industry changes and events, the largest part of content here is presented by articles, infographics and images. The most popular content categories are tips, guides and events.

Most Popular Content Categories: Portals

Diagram 2. Most Popular Content Categories: Portals

As for content placement, the majority of portals post their information on the blogs and web-sites at a post frequency of 2-3 times a week or 1-2 times a day.

Individual blogs content

As a result of the industry research it became evident that articles, research and analytics, images and E-books are the most popular content types on blogs.

 Most Popular Content Categories: Individual Blogs

Diagram 3. Most Popular Content Categories: Individual Blogs

Most bloggers choose to post their information either on Twitter or LinkedIn at a frequency of 1-2 posts a day.

Source: http://www.imcredo.com/blog/

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Where is Content Marketing heading?

Content Marketing

6 Content and Social Media Leaders Speak Out:  Rick Wion, Mark Schaefer, Ann Handley, Doug Kessler, Lou Hoffman, Michael Brito

1. Do you see content marketing becoming more or less central to
 marketing a brand?

Rick Wion, Director of Social Media at McDonald’s: “Content has always been essential for good brand marketing but it is more important than ever because good content will help for stronger bonds with your consumers and in the best cases give them a ready-made and highly sharable way to be brand ambassadors. As an example of how content is becoming so central to branding and marketing, at creative reviews at McDonald’s one of the measuring screens we use is sharability. We ask ourselves, “Is this creative something that that I would share with my friends?”

Mark Schaefer, CEO of Schaefer Marketing Solutions, and author of The Tao of TwitterROI: Return on Influence   and You Were Born to Blog: “I don’t think there is any question content has to play a bigger role in marketing if for no other reason than consumers are spending less time with traditional  forms of media and advertising. People are sick of ads, sick of being sold to. But they will spend time with a good story from somebody who is trying to authentically help them.”

2. What are the main opportunities you see in content?

Ann Handley, Content Director of MarketingProfs, and co-author of Content Rules: “The key opportunity is the ability to communicate directly with your customers by owning the media, versus begging for attention or buying it. The key to success is to not squander that opportunity with terrible corporate-centric content, but instead to solve problems for your customers, or share resources with them.”

3. What are the main challeges or obstacles?

Doug Kessler, Co-Founder and Creative Director of UK-based B2B content marketing agency Velocity Partners: “The biggest challenge is that everybody is now generating lots and lots of content. So it’s harder and harder to make yours stand out and grab an audience. We did a slideshare on this called “Crap: Why the Biggest Threat To Content Marketing Is Content Marketing” and I still think that’s the biggest challenge for us all. (Editors note: Kessler just put out an excellent, related presentation “The Future of Content Marketing: Five Beyonds.”)

Michael Brito, SVP of Social Business Strategy at Edelman Digital and author of Smart Business, Social Business: A Playbook for Social Media in Your Organization”:  “Content marketing can be done in a silo. Any marketing manager can hire an agency to create an ad or a video.  This lack of collaboration is causing brands to create disjointed content and engage in community management without have a solid vision.”

4. What notable brands do you think are doing a good job leveraging content?

Lou Hoffman, CEO of the global Hoffman Agency, which leverages PR, social media and owned media. “I think the brands doing a good job tend to be the ones willing to try new things.  Even though it’s been around for some time, I consider Open Forum from American Express a trend setter. Very savvy to identify a void in the market and target small biz with the platform. They took the concept of corporate publishing to a new level.

I also like what Johnson and Johnson is doing, particularly the sponsorship of a channel on Huffington Post targeting moms. It blends paid, owned and earned media. They’re proving that if you deliver useful content, most people don’t care where it originates.

Source: http://www.brandingmagazine.com/

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5 Trending Social PR for 2013 (The PRCoach)

Social. Mobile. Visual.

As founder Pete Cashmore says: “Social networks have evolved beyond personal updates to become venues for news discovery.” In his business, failure to be social, mobile and visual would be a recipe for failure in the super-competitive global media marketplace.

Mashable redesigns website

Mashable: more social, mobile,visual

As soon as I saw it, I knew Mashable’s tagline would form part of my 2013 PR trends to watch.Mashable struck the perfect chord for media, as a “social business”, and in staking out its positioning for the future.

No better statement for public relations professionals to embrace in 2013 too.

PR as Social Business

Our profession has already become a social business. In his New Year’s message, Toronto PR agency CEO Joe Thornley says we must be prepared to reinvent ourselves constantly. He reflects on the changes at his agency:

“Today, only about half of Thornley Fallis’ revenues are from what would have been considered traditional public relations services. The other half? Video production, public engagement, content marketing, design and development.”

Thornley adds:

“You’ve probably noticed the absence of social media from that list. Where’s social? Integrated across everything we do. What was hot a few years ago has become simply the common entry fee.”

This is the year that PR people will prove their value by helping their organizations or clients evolved into social businesses.

Mobile Forces Constant Change

Mobile will continue as a powerful force in the New Year. Its influence is far-reaching in every business including PR. Last year, we ensured our messages and content were visible on smartphones. We recognized our content had to be laser-targeted, shorter, more scannable. Suitable for the “many screens” consumer.

This year, watch for new power apps. Designed to increase your efficiency and productivity. Look for continued growth in mobile phone usage for everything from banking, payments, web search and more. You may want to create your own app but only if it has real value and you keep the marketing department’s hands off. And, your mobile content better include visuals and video. Which leads me to my next trend.

Carlos Santana live at Montreux

Carlos Santana live at Montreux 2011

Videos Rock, Visuals Roll

YouTube is now the second largest search engine world. Organizations from IKEA to Home Depot, charitable organizations to sports teams, have embraced video. Spending on it in the marketing mix is growing quickly for one simple reason. Results.

Most PR people have expertise in video or know how to direct it or buy it. Big budgets and high production values are not yet a barrier to entry. Creativity, storytelling and focus matter the most. This is the year to use it or lose it.

Visuals will be even more important this year than last. We know visuals double or even quadruple news release pickup for example. On a cell phone, in the marketing mix, in news or social media, visuals are critical for impact.

Look no further than Pinterest, Instagram, Slideshare  and other visual social media channels for new opportunities and ways to extend your reach.

Two Final PR Trends to Watch

Storytelling and content marketing will drive and complement most of our communications in the future. Storytelling instead of “story selling” will assume huge value for its ability to engage, retain and motivate audiences. Content marketing has become hugely popular. It’s a marketing buzzword and our challenge this year is not only to break through but to differentiate ourselves from the “marketers.”

You know the type? The screamers and yellers. I call them the Sham Wow charlatans. With every new technology or shiny new social media they arrive soon after the earlier adopters. Barking and scamming their way while the rest of us run in the other direction.

We’ll win by making our storytelling so compelling and our content marketing so effective, they’ll be left in the dust behind us.

Want Social PR Results? Integration Rules

Social PR demands integrationMy final and most important trend is integration. That’s where we can add value most as PR and marketing communication pros. Management and clients are frustrated with a lack of ROI on social media spending. Integrators will be critical to success.

Coordinate your social media efforts. Force your marketing partners to listen and then respond. Lead by listening and showing how social media monitoring is critical to research. Gear up for quick response.

Yes, you’ll need to listen, engage, interact, talk, tweet, like, pin, tell stories and take action. You’ll win by managing and integrating traditional PR tools, experience and strategic thinking into your social business. Most important of all, help your organization or clients stay on the path to becoming a social business.

That’s not just a trend for 2013. It’s a reality for business and organizational survival and success in the future.

 

Resource: The PRCoach Blog. Referred 20.4.2013. http://www.theprcoach.com/five-social-pr-trends-to-watch-in-2013/

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Marketing Budgets trend in 2013

How marketers are spending their budgets in 2013.

Marketing Budgets trend in 2013

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