‘Content Marketing – It’s Going to Get Weird’ – CMI
Joe Pulizzi says, “In the hit science-fiction movie The Matrix, Neo (The One) is about to enter a virtual simulation of the real world. Morpheus, his teacher and guide, tells Neo before he enters the simulation, “This is going to feel … a little … weird.”
And that’s exactly where we are with content marketing.
In our 2016 Content Marketing Benchmarks, Budgets, and Trends research (conducted in partnership with MarketingProfs), the effectiveness rate for B2B organizations actually went down (from 38 percent in 2015 to 30 percent in 2016). This is not good. And the worst may be yet to come.
During my opening keynote presentation at Content Marketing World in September, I talked about content marketing through the lens of Gartner’s Hype Cycle for Digital Marketing. The Hype Cycle concept is a great way to follow the adoption curve of a disruptive technology, and it’s amazingly accurate“.
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