’10 content marketing game changers to look for in 2016′ – ‘Mashable’
Shafqat Islam says, “In 2015, we reached peak content marketing. Even Gartner has content marketing entering the “trough of disillusionment.” That means we’re going to be suffering from the hangover as things get real. Marketers’ tenacity to stick with the game plan will be tested and we’ll see some “me too” content marketing efforts stutter and stop.
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:
1. Integrations will become the norm
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“.
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