Biggest Content Marketing Strategies of 2017

By JOE PULIZZI for Content Marketing Institute
I’ve spent the last 12-plus months talking with enterprise marketers from around the globe to get a handle on where the content marketing industry is going. Through that process, in combination with our ongoing research, the CMI team puts together the schedule for Content Marketing World 2016. Here are what I believe are some of the biggest issues enterprise marketers are dealing with, as well as some thought leaders who are covering this topic at #CMWorld (hint, hint). Note: These are not in any particular order. They are all important, depending on where you are in your content marketing maturity. One thing is for sure: Content creation and distribution in the enterprise, outside of the content about our products and services, have become both more important and more integrated over the past year.

Creation of a real content marketing strategy

In almost every keynote speech I give, I ask the audience members whether their organizations have a documented content marketing strategy. Sadly, most do not. Our research tells us that those organizations that do have one, and that review it consistently, are more likely to be successful. Even though you (the expert reading this) might think this is basic, it’s not. We are still too focused on campaigns and talking about our products, instead of truly driving value outside the products and services we offer. In answer to this, Content Marketing World offers a specific workshop solely on how to create a documented content marketing strategy. To get started now, this essential e-book on creating a strategy will get you pointed in the right direction.

Native advertising

If you are a regular listener of the PNR: This Old Marketing podcast, you know that Robert Rose and I cover native advertising just about every week. I’ve often called native advertising the “gateway drug” to content marketing (in a good way). We are starting to see a number of enterprises experiment, and succeed, with paid, native promotion of their content. Why is this so important? Five years ago, enterprises were spending 80% on content creation and 20% on content promotion. I believe this ratio has switched, with successful enterprises creating differentiated content and putting some advertising and promotion muscle behind it. This is the first year that we are offering a dedicated track on native advertising at Content Marketing World. In addition, we have a panel on native with some of the leading experts in the world on the subject. If you are unsure of native and how it can help your organization, check out this post.

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