The Future of Content Marketing


Yesterday, I participated (well, listened) to an entertaining webinar by Content Marketing Institute titled, “The Future of Content Marketing.”

Since you are busy, busy, busy, I have recapped some of the most important points below (with my commentary, of course). Fun fact: I did this recap despite learning in the webinar that participation in online learning is going up, supporting the trend that a 60 minute webinar is not too long (you should have joined!).

Kudos to the moderators: Joe Pulizzi – @JoePulizzi; Andrew Davis – @TPLDrew; Robert Rose – @Robert_Rose; Mark Bornstein – @4markb

  • Books I should probably read: Brandscaping, Managing Content Marketing
  • “Smart distribution does not trump crappy content.”
  • The average viewer times for webinars (of more than 5,000 polled) is 56 minutes.
  • “Engagement for engagement sake doesn’t mean anything.”
  • “The future of short-form content is long-form content.” – There is no need to shorten up a long message, as long as it has value to the reader.
  • We will likely see a change in the use of short form video.  – Thank you, Vine. 
  • “I think print will make a bigger splash in the years to come.”
  • “Not every company will have a website, but every successful company will.”
  • Video as with all other content is going to be a slave to the activity surrounding it.
  • It is all about creating content for the right people at the right time. Is your audience driving? Then videos probably won’t work. Try Twitter.
  • “You are not in traffic, you are traffic.” – This has nothing to do with content marketing, but myself and other users on Twitter had an ah-ha moment with this one. The point made was that you should try reducing the amount of content you  produce and make what you do produce remarkable.
  • “Content is everybody’s job and nobody’s job.”This is likely the problem you experience in your law office. No one wants to accept responsibility for posting to your site.
  • “In the future you won’t be able to tell the difference between content and content marketing.”
  • “Great content in the future is not going to come from media giants, it is going to come from companies offering services.” – just like PaperStreet
  • “Yes, you can successfully outsource content writing.” – Good news for us!
  • “Content” marketing was just invented a few years ago .. not too long ago there was not a term for this.
  • Recognize the process and document the process, just like if you were trying to make a killer meal.
  • Use content as a trail of breadcrumbs to gated content.

You can take a look at the presentation online. If you use the material, be sure to give a shout-out to the creators.

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