Predicting the Future of Content Marketing

The Content Marketing Institute recently published an article entitled “12 Content Marketing Predictions for 2012“. Some interesting ideas, a couple of which were food for thought, several of which observations of current trends more than predictions of anything brand new. Here’s my take on the predictions of the content marketers:

Baggott: Agree, but loyal customers may spend more, cost less, and evangelize your brand more than new customers.

Blanchard: Certainly a possibility, but I’m skeptical. If it happens, it will be a company that relies more on information than image. I could stand to see fewer insurance company commercials on TV.

Bolen:  Companies are already shifting more money into inbound marketing, much of which is dominated by content marketing.

Chapman: I’d be encouraged if companies would interact less on social media, and do more to improve their interactions via their customer service departments. Why build up a loyal customer base only to lose customers because a customer service rep is incompetent, indifferent, or not empowered to actually service customers?

Davis: I’d better get on board before my CEO asks about this. My ignorance of Lady Gaga’s splashiness is clearly holding me back.

Gago: Excellent point, but both creation and curation have their place in an overall content strategy.

Leibtag: Makes sense, both for the business and the customers.

Miles: I had a couple of jobs in the 90s that fit that description.

Pasquinucci: In a small business, there is no distinction between the marketing and editorial on my blog/website. As a media consumer, however, I consider this a creepy and dangerous trend when it leaps from the business-owned platform to “independent” media outlets.

Riggs: I’m still a toddler when it comes to Google Plus, but I’m using more and more Google Apps so incorporating Google Plus into the mix seems inevitable.

Roetzer: Quality. What a concept. Hopefully readers/customers will vote with their eyeballs and gravitate to quality content. But then they might miss out on Lady Gaga’s splashiness.

Stelzner: Seems this is already happening, simply by virtue of having blog posts and articles that anyone can read. There’s a place both for free and premium content.

What trends do you see in content marketing?