With 50% of all consumers expecting to use AI and voice-activated technology in the coming years, B2B and B2C marketers must be preparing to adopt new technologies and content development strategies in a post mobile world, that includes voice search, artificial intelligence (AI) and holistic strategies that integrate SEO, SEM, social media and content marketing. "Marketers looking to prepare to merge into an AI–first world are going to need to begin by making sure they have the same consistent message across devices, at the very least," said Michel Kant, SEO manager of Staples Europe. "If you don't have that in the near future, it will be like not having a mobile optimized website or good content marketing strategy now. It will be very costly to step up that pace." BrightEdge surveyed 252 digital marketers at Fortune 500 brands that represent a split of B2B and B2C companies over a one-month period in April and May of 2017 and found that roughly 66% of marketers having no plans to begin preparing for voice search.
Maybe you just got started with content marketing in the past year, maybe you are planning to do so in the near future. Perhaps you are even an experienced content marketer? Whatever the case, there are people out there who came before you, and they have gained some insights over the years. We went around the world and looked at blog posts from successful content marketers in the US, Europe and Asia, and distilled their insights into the simple question, "What makes a good content marketer?" There Is Money In That Content Man! Now, let's look at the personal level.
Our friends at Content Marketing Institute and MarketingProfs have released their 2018 B2C Content Marketing Benchmark and Trends Report. As always, it's stuffed with interesting facts and figures. I have always found this research to have a good pulse on the reality of the content marketing business, and this year is no different.
As a content marketer, I'll dote on content marketing for days--I just can't help myself. It's one of the best things that's ever happened to marketing and advertising, and marks a deviation from the hard-persuading borderline-manipulative advertising styles of old. If executed correctly, with a solid strategic backing, earning a high ROI is easy (especially over time), and almost any business in the world can take advantage of it. Among content marketing's greatest strengths are its practicality, its simplicity, its multifaceted effects, and its timelessness--the fact that it will be relevant forever. Then again, forever is a long time.