What will content marketing be in ten years? No specialist will take responsibility for accurate prediction. However, marketers must forecast the development of the market in order to respond in a timely manner to the emergence of new trends.
We can safely assume that the quality of content and marketing technologies will increase, and the demand for content marketing services will increase significantly over the next decade. This will happen thanks to the almost complete migration of advertising to online. Yes, including television advertising, because in 10 years TV will also be interactive. After 10 years, the Internet has become the main channel for the dissemination of information for most brands. Thus, the coming years will open the golden age of content marketing.
In this article, you will find information about trends, technologies and events that will affect the development of content marketing in the next 10 years, according to experts.
Content will remain the main tool for brand interaction with the audience in the coming years. However, approaches to its creation and distribution will change. In particular, the following changes will take place in the market:
- Brands will significantly increase content creation budgets. According to a study by Econsultancy and Responsys, 71% of companies increased their investment in content in 2013. This trend will continue in the long run, as the demand for information continues to grow.
- Insourcing will be one of the trends in content marketing in the near future. Remember the simplest and most transparent definition of content marketing: approaching a corporate site as a media. Brands will create their own editorial staff responsible for the promotion of sites and projects in general. This will increase the ROI of investment in content and increase the expertise of articles and reviews. The demand for the services of professional content marketing agencies will also grow. Most likely, small and medium businesses will outsource content marketing, while large corporations will combine out and insourcing.
- The popularity of multimedia content will grow. Technologies are evolving, which allows marketers to publish more often videos, photos, infographics, podcasts. The head of the content department of the British site Confused.com, Sharon Flaherty, believes that "just publishing articles is already a bit old-fashioned today." Ms. Flaherty claims that in the near future, traditional articles and reviews will contain even more multimedia content.
- Expert content will be the core of advertising campaigns. Outbrain is a great example of integrating content marketing and paid advertising. This platform offers brands to abandon traditional ads, to which the audience has long developed deafness. The service allows companies to show relevant articles to audiences. At the same time brands pay for attracted traffic. In other words, over the next ten years, aggressive ads like "buy our best product" will give way to expert content worth the time spent reading it.
What will be the content marketing technology
Technology certainly affects the arsenal of marketers. Please note that a few decades ago, the article was supposed to go a long way from the author’s typewriter to the reader’s mailbox. Today, Internet technologies allow content consumers to be delivered in seconds. Online marketers should pay attention to the following changes that will occur in the near future:
- Content Management Systems (CMS) will be better and easier. Today almost everyone can create their own news portal in a few clicks using WordPress, Joomla, Drupal and other engines. The head of Wunderroot consulting company Steve Parks notes in this connection: "Within 10 years, CMS will turn from management systems into content creation and distribution systems."
According to Mr. Parks, CMS of the future will make working with text easier, will allow you to create and edit audio, video and photo materials. Also, the “engines” will learn to adapt content to specific channels for receiving information by the audience - from traditional and mobile Internet to television and even print media. Steve Parks claims that CMS will be easily integrated with other systems. In addition, all leading content management systems will be open source.
Marketers will be able to more effectively manage content marketing campaigns, if the opinion of Steve Parks is correct. Publishers will have the ability to create different types of content at low cost. Exaggerating, you can imagine that a blogger who is creating video reviews today using a webcam, in ten years will have the opportunity to create video content using motion capture technology used by Jameson Cameron during the filming of Avatar.
- Marketing automation systems will become more convenient and widespread. Marketer David Raab commented on this trend: “Marketing automation will become more understandable for business, therefore medium and small companies will buy systems for its implementation.”
According to the consulting company Traction, the development of marketing automation systems will allow businesses to quickly and easily produce content based on statistical data, as well as create ultra-personalized websites.
- The development of analytics systems will allow marketers to better understand the true value of content. Monitoring programs and services will be much better over the next ten years. Experts on the other side of the screen will receive such tools for analyzing the actions of site visitors, compared with which the “WebVizor” of Yandex will seem like a child's toy.
Marketers will be able to calculate up to a penny what kind of income this or that article brings, how consumer loyalty grew after the demonstration of a new video on YouTube and how many leads the White Paper publication brought. In other words, future monitoring systems and analytics of the effectiveness of content will help marketers automatically determine the value of content in specific and understandable units - rubles. The sooner this happens, the easier it will be for marketers working in large companies to protect content marketing budgets. And independent agencies will be able to more convincingly justify the cost of their services.
Who will be the key player in the content marketing market
Companies and professionals capable of producing a lot of high-quality content will be the superstars of the internet marketing market for 10 years. This trend is becoming noticeable today. The business is in dire need of really good materials that allow them to interact with existing and potential customers. Therefore, the demand for content creators is growing. Changed content requirements by the business. If now we see that the basic requirements for content are unique and seo-optimized (at least from the small and medium business), then very soon the main requirement will be virality and expertise.
Over the next ten years, the content marketing market will face the following changes:
- Professional copywriters will turn off their phones and change their appearance to be able to take a break from work at least sometimes. But factories poor-quality content will be a thing of the past. First of all, we are talking about automated exchanges where you can buy cheap content written under the "keys". Yandex, Google and other search engines will significantly improve the algorithms of work. They will easily determine the quality of the content, offering users only resources worthy of attention. And sites that publish content from the exchange, created by schoolchildren in the interval between homework and a computer game, cannot even come close to the top 10,000. Why change their appearance? It's simple: some web copywriters will become truly media people, their “stars” will appear with a lot of fans and admirers. This is, of course, a joke, but there is a grain of truth in these words. And this share is significant.
- So-called seo-copywriting will be a thing of the past. Search engines are “getting smarter” much faster than seo-industry seems. There will be no special requirements for content incompatible with human logic and common sense. No "landing keys", "key density per text volume", no seo-headers in the worst sense of the word. All this is happening now. Search engines can index latent semantics, and the farther away - the less the role of "landing keys" will be, and the higher the role of text quality, defined by such metrics as user engagement and satisfaction with the result.
- Robots will cope with the creation of certain types of content no worse than humans. Automated Insights is already selling a program that can write news based on statistics, sports results, and stock quotes. Brands that need a lot of low-cost content will definitely buy such programs (another hello to automated exchanges).
Of course, machine content will not replace in the foreseeable future, materials created by man. However, companies selling robot writers will become prominent participants in the content marketing market in the coming years. They will produce specific, impersonal content, but the task of creating a description for an electronic gadget (product card in the online store) such robots will cope with a solid four.
- Creators of software that automates marketing technologies will also be key players in the content marketing market in 10 years. “By 2023, there will not be a single marketing process to support which one or another program is not being used,” says entrepreneur Scott Brinker, owner of a blog about using technology solutions in marketing to the Chief Marketing Technologist.
According to Mr. Brinker, in 10 years all marketers will unite in three groups in accordance with the level of competence in technology issues:
- Participants in the first group will have a general understanding of the use of technology in marketing. These ideas will allow specialists to apply technological solutions in their work.
- Representatives of the second group will have deeper knowledge, which will give them the opportunity to coordinate the application of technological solutions in marketing campaigns.
- Representatives of the third group will combine in-depth knowledge of engineering and programming with marketing training. They will develop technology solutions that meet the goals of specific marketing campaigns.
- Specialists and agencies providing integrated services will dominate the content marketing market in a few years. These universal soldiers from the business will create content, engage in search and social optimization, analytics, PR and other activities. Thus, highly specialized companies will give way to players who are able to offer integrated solutions to the market.
Please note that the described market changes are already taking place today. Therefore, it is necessary to react to them immediately in order to maintain our position in the market in 2023.
What does all this mean to you
Today the world is changing very quickly. Therefore, no one knows how the content marketing market will actually change in 10 years. However, do not be surprised if most of the predictions described above will come true not in 2023, but in 2018 or even in 2015.
If you plan to make a career in content marketing, it's time to choose a specialization. Perhaps you will become a superstar copywriter or a successful content marketing consultant working for a well-known brand. Or maybe you will create marketing robots or organize a universal agency operating on the principle of one window. But we predict: the content strategist will become the most sought-after specialist in content marketing - a specialist standing at the desk implementing the brand's content marketing strategy. Moreover, today (and not in the distant future) the position of the CCO (Chief Content Officer) - content director - head directly reporting to the CEO (executive director), along with the marketing director (CMO) , Technical Director (CMO), Financial Director (CFO), Technical Director (CTO), etc.
There is still the opportunity to become a successful content marketer, regardless of the chosen specialization. In the market, the need for content marketing specialists is much higher than the number of professionals available. The potential of this discipline is not only not disclosed, but not even represented by market participants. In fact, content marketing in its current form is only the tip of a huge iceberg hidden under water. The real size of this boulder will become more and more obvious every year.
By the way, where would you start? What areas of content marketing are the most promising from your point of view? How do you feel about the possible emergence of marketing robots capable of taking on some of the functions performed by humans today? Share your opinion in the comments.
When writing the material, we learned a lot from the article by Alex Clifford Content Marketing in 2023: Expert Advice on the Trends that Will Matter.