We've experienced the next normal. We've celebrated the grand reopening (less grand than expected). Are we content to head back to a winter of (mostly) digital content?
Regardless, we're just going to have to roll with it. The only thing we know for sure is that the demand for digital content and experiences will stay strong.
OK, we also know you'll have to get (even more) creative to capture your audience's attention.
I could cite a stat about the increase in content, but why? We're all living the same reality of overflowing inboxes, social feeds, texts, DMs, IMs, and streaming queues (not to mention all those virtual events we signed up for and never watched).
While companies are waking up to the power of content marketing, content teams take the brunt of the pressure. And whether the investment in content will match the increased expectations remains a question.
Our recent research study found that one in five content marketers said they expect their content marketing budget to increase more than 9% in 2022. And though many content marketers saw increased resources in 2021, others told us they had to do more with existing resources. (You'll learn more about the findings in this issue.)
One more thing we know: Content leaders are innovative thinkers. Just look at the inspiring programs created by the 2021 Content Marketing Award winners.
To help spur your thinking, Robert Rose points to three disruptors to watch in 2022. Linger over Robert's take, but here's a spoiler: Content is every bit as important to business as products and services.
After all, content is a product. Content is a service. If your organization doesn't agree, their strategy might need some work.
Let me know what you think of the issue.
3 Disruptions That Affect the Future of Content and Marketing Content and marketing are evolving. Again. Robert Rose explains how the dramatic changes of the last 18 months affect their future – and how to shift your thinking to prepare. Tap Into the Power of Short Video You have 90 seconds. Learn how to make them count in this Content Marketing World presentation from Amy Balliett of Killer Visual Strategies (a CCO subscriber exclusive).
How'd You Make That Awesomely Innovative Content? Content leaders from Salesforce, AARP, and more share the stories and lessons behind their award-winning projects.
Curiosity Can Save Your Content (Don't Tell the Cat) Sure, you can exploit human curiosity with dramatic headlines and provocative social posts. But it won’t pay off – unless you understand how to keep audiences reading, watching, and clicking for more.
Trend or Fad: What To Do About ClubHouse, TikTok, and Emerging Social Spaces It seems like everyone’s talking about social media upstarts. Should you listen? The experts we asked offer differing viewpoints. Here’s how to figure out yours.
How To Keep Going When the Going Gets Tough(er) Resilience isn't (only) an individual trait. Creating a resilient content operation takes a village – and a framework. Here’s how to build one.
Don’t Let a Poor Customer Experience Derail Your Content Results Andrew Davis offers a CRM company some unsolicited advice about what that acronym means.
• Editor-in-Chief: Kim Moutsos • Creative Director: Joseph Kalinowski • Public Relations & Video Consultant: Amanda Subler • Feedback: cmi_info@informa.com
