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What is the next big thing in the boundless world of content marketing? Where do we go from here?  

As a software developer living in the world of marketing, the understanding of this topic is core to where our tools and platforms need to go.  Unfortunately, we keep spinning in circles on ways to produce HTML/CSS/Javascript better than before, rather than embracing what we should do next.

Marketing is moving towards interactive vs. interruptive content. Intelligence over aggression is becoming the standard for our ever more discerning customers. It can be easy to get lost in creating vanity content, but sometimes a back to the basics approach, adapted to new media, leads to increased ROI. Going beyond text in your content marketing does not mean you can lose sight of your mission: to provide the consumer with brand building material. We must adapt to the ever-evolving climate while sticking to what works.

There seem to be two camps formed in content marketing: "home run hitters", and "10% optimizers". While both will flow money to the bottom line: not all marketers are multi-faceted. The splintering of techniques will give you a myriad of content to present to your clients. While your corporate identity and compass should be cohesive, fluidity within that structure is paramount.

As your brand grows, a community forms around your brilliance. Your clients become megaphones for content that radiates confidence. It is not the best content that wins: it is the best promoted that will take the day.

On this episode of Marketer-to-Marketer, Joe Cox, Doug Kessler, Andy Crestodina, and Heidi Cohen get together at the Content Marketing World conference to discuss evolution in the industry.

Posted on Friday, December 7, 2018 10:22 AM | Back to top


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