The importance of Content Marketing across business sectors and organizations of all sizes continues to grow year over year.
When we surveyed marketers in October in association with Outbrain we found 90% of respondents believing that it will become more important over the next 12 months.
Here are six content marketing trends to watch in the next 12 months...
Popularized by a best-selling author on PR and marketing strategies named David Meerman Scott, "newsjacking" is "injecting your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business."
To me, this means paying attention to Google search trends and news of the day for your industry so that you can join in on any online conversations happening across social media and direct people to your product or specialty if appropriate.
Some other companies take this concept a heck of a lot further however. Consider for example Beats headphones who showed up at the Olympics and handed out their product to athletes knowing full well they'd wear them around the Olympic Village (and therefore on television) much to the actual corporate sponsor Samsung's chagrin.
Scott recently gave an interview citing some cautionary tales of newsjacking gone too far over on Convince and Convert.
If you want to experiment with newsjacking along moderate, ethical lines, just check out Google Trends and Hot Searches and look for opportunities in news cycles that may fit your brand.
For example, Econsultancy is known for giving site reviews on ecommerce, so when I saw that Google was having trouble selling its latest smartphone, and that this was getting a fair amount of searches, I wrote a post on it which got some great engagement.
Now serving: Influencers
It started with Klout. Now we have Kred, PeerIndex, Wefollow and more. Online "influence" – loosely meaning the science of measuring how well a single individual can generate reactions from others (Likes/Retweets/Shares) online – and the industry around ranking and aggregating influencers has grown immensely in science and practice.
Love it or hate it, it looks like the trend will only continue, so content marketers better get behind their favourite influencer dashboard (we've looked into a few) and start tiering your outreach to specific networks when you push out new content.
Just as brands reward "influential" individuals with free products and services, it's beneficial to create and track networks of influencers in areas that your content already resonates. As an example, for my work with Econsultancy, take Forbes' contributor network of CMOs.
This is a network that grew out of Forbes own content marketing efforts, but happens to now be aggregated and easily followed on Twitter.
Journalists are an easy first step at the top of the social food chain for many topics because they were already on social sites (Digg/Reddit/Twitter) finding sources and gaining followers through interacting as part of their job.
Two great tools for getting started researching journalists are MuckRack and Lissted.
(Image Credit: Social Maximizer)