Big predictions

from the CMI

40+ Predictions on Content Marketing for 2016Content Marketing Institute Marketing.AICMI's takePlenty of insightful thoughts and predictions from some of the most highly respected names in content marketing are to be found in the CMI's 40+ Predictions.Interesting stuff when looking at where content marketing was at at the beginning of 2015 and its progress throughout the year. Food for thought if you're currently refining your content strategy.

2016 will be the year marketers start to use data and a connection with leads and revenue to develop their strategy, to create better content, and to more smartly distribute it.

Pawan Desphande, CEO, Curata

I predict a massive correction in advertising budgets that will drive an increase in content marketing. This will require us to get pretty darn good at showing content marketing ROI.

Michael Brenner, CEO, Marketing Insider Group. Head of Strategy, NewsCred

While we will see shining examples of content marketing magic in action, the sheer majority of brands will continue to crash and burn with their content creation and distribution efforts. Simply put, most brands resist telling a truly differentiated story, and even those that do tell one aren’t consistent or patient enough to build loyal audiences over time.

Joe Pulizzi, CEO, Content Marketing Institute

"2016 will be the year when the worlds of product-as-content and content-as-product collide. The hottest, most positive trend will be enterprises reorganizing their brand, product, marketing, sales, and customer service teams around innovation and customer experience. The negative will be the new and developing enterprise-wide battle over which department should “own” the content-driven customer experience."

Robert Rose, Chief Strategy Officer, CMI

The best marketers will ensure their content stands out and encourages their audience members to interact, contribute their voices, and share those contributions with their own networks. Brand marketers in 2016 will leverage their customers, prospects, partners, and fans more effectively than ever to accelerate the amplification, impact, and ROI of their content.

Matt Heinz, President, Heinz Marketing Inc