About 12 months ago I covered some content marketing trends to watch for 2017.Photo Background Removing I recently re-read this article and most of the trends are very much in play for 2018 and beyond. Most companies are still working on creating a real living content marketing strategy for their organizations. Native advertising is still the go-to drug for many content marketing programs, and mobile is, well, it continues to be the flavor of every month as consumer usage grows. But some really interesting things have happened over the past few months that I believe start to speak to the evolution of the practice of content marketing itself.Photo Background Removing Big bets on original content Reports have recently surfaced that Apple, the world's most valuable company by market capitalization, plans to invest over $1 billion in original content. (Robert and I discussed this at length on episode 197 of the This Old Marketing podcast). business.
Apple needs to stay Photo Background Removing relevant and consistent; valuable programming can grow its audience and hold its attention (just like any other business). We also know that Google buys original content from both brands and media companies (we learned this firsthand), specifically to fill content gaps found through their search algorithms. And, not to be outdone, Facebook spends significant dollars Photo Background Removing on original video directly from the marketing budget. And don't leave out perhaps the biggest buyer of original content, Amazon. What all of this means we don't know yet, but one thing is for sure: consistent, original and addictive content is all the rage. In some ways, we're witnessing the golden age of a new TV…it's happening on every device imaginable. Consistent, original and addictive content is all the rage, says @JoePulizzi. Click to tweet How does this affect you? First, if your main competitor isn't betting big on original content, soon it will be. The window to build a loyal and loyal following is underway.CONTENT:
Democratizing distrust is our Photo Background Removing greatest opportunity Acquisition Assault Some will create, while others will buy. After bringing this to your attention for years, content brand acquisition is now a major trend. Acquisition of content brands is now a major trend, says @JoePulizzi. Click to tweet Arrow Photo Background Removing Electronics, the Amazon of electronic components, bought 51 media properties (yes, that's right) from UBM and Hearst, and created the electronics industry's largest B2B media company. It now reaches 76% of electronics engineers and has a separate division running the for-profit unit. In early August, Netflix made its first major media acquisition, buying comic book publisher Millarworld. It's yet another sign that Netflix is moving away from licensing other people's content to creating its own intellectual property.