Even Gartner has content marketing entering the trough of disillusionment. That means were going to be suffering from the hangover as things get real. Marketers tenacity to stick with the game plan will be tested and well see some me too content marketing efforts stutter and stop. Budgets will continue to grow, but will require more justification than ever.
But the marketers who stay the course and focus on their strategy (and measurement) will emerge as long-term winners, both for themselves and the brands they represent. Budgets will continue to grow, but will require more justification than ever. 2016 will not be the year for the weak.
As the hype (and the noise) dissipates, we’ll see plenty of opportunity for brands that want to rise to the top. Here’s a list of all the things we have to look forward to in 2016:
Over a billion dollars of venture capital have been poured into content marketing startups since 2006. Now that there are thousands of marketing vendors, CMOs’ lives have become more complex rather than simplified. Marketing tech vendors will have to integrate into existing systems and the larger players will become the systems that the smaller startups will have to plug into. Not everyone can build a unicorn system that does it all. Read more…