Content distribution · Content marketing

What type of content do you think will dominate the marketing space in 5 years?

Manoj Sahoo Lean Six Sigma Black Belt Project Manager at Freelancing (Self Employed)

October 12th, 2016

Today a friend asked me this. The more I thought about it the more interesting it was. I can't even imagine the medium on which content marketing will be displayed. Something that I see very effective today is content marketing via blog posts and then using distribution channels such as Linkedin and Facebook to get eyes on it that would result in lead gen. Do you have any idea on where things are heading at this point?

Michael Brill Technology startup exec focused on AI-driven products

October 12th, 2016

Might be interesting to also think about the intended target of marketing... will it even be humans anymore? 5 years is a long, long time in the world of AI and virtual assistants... if our agent is our first line of defense, then that dictates quite a bit about the form of marketing content (e.g., highly-structured, linked to transactional actions, etc.).


George Mattathil CEO, StrategyGroup

October 13th, 2016

Here are some of the emerging outlines: The current model of subscriber-centric ad-based model is not sustainable.

The focus is likely to shift to maintaining relationships. Marketing as an independent activity is likely to become obsolete, replaced by systems for on-demand information vending (driven by user interest) from existing relationship networks.

Dane Madsen Chief Operating Officer at Comivo, LLC

October 13th, 2016

It will be agnostic (it will depending on the device I am using at the time) and personal. Perhaps some will like video, others not. Some will like chat, others will not.  This will be driven from predictive and prescriptive ML/BD platforms that understand the people (both current customers and look alike), know what thy buy and what they look at, and then make offers to them based on their understanding of their individual needs instead of lumping them into the demographic.  Content for a demographic of one. 

Johann Wolf Inspiration Architect | Human Experience Designer | Executive Creative Director at Dept. of Wow

October 18th, 2016

Andy, I'm speaking about general practices. Interruption as a model will be phased out. Statics have shown for years it doesn't work. The primary problem is that it's still an easy go to choice for the entire food chain and too many people make money on this model... though not really the brand. ROI is very low as opposed to opt-in models. 
We have been pursuing the wrong track to continue interrupting, but with more relevancy... like the banner ads that follow us around based on browser history etc.
Spotify and Pandora and other Freemium models essentially use interruptive advertising as a punishment if you consider it. Sure it's a rev model for them, but there are very few voices questioning the practice since we have done it so long.
Facebook, depending on the choices it makes, will either continue to evolve into a relevant communication tool or be abandon if it chases the same old models.

I've used a hypothetical for years to illustrate the point: What would people think about Apple if they had a simple title credit: Produced by Apple - on Game of Thrones? No chance for product placement or any relevancy. Just a symbol of giving people what they want. No surprise years later... apple and many others are going into Content production.
We are passing the threshold where humanity expects most content for free.
This means the experience is now the differentiator.
Brands that are mission based will have no problem contributing to the betterment of the human experience, while brands who still chase profit as their main purpose will slowly struggle and fail if they can't find a relevant mission.

We have to look at this holistically including all the other factors shaping society: huge innovations in medicine, health, mental health, robotics, AI and space travel also shaping the minds of the public. There is a general awakening on all fronts as 3rd world countries leapfrog progressive stages and catch up with unique contributions very quickly. Look at India for great examples of this. Expect Africa to start playing.

Exciting times.

Chicke Fitzgerald

October 12th, 2016

Without a doubt, video will be the base, but I believe it will become "actionable".  My firm has developed the ability to "trip enable" any image or video where a latitude/longitude has been established and stored.  That takes content meant to inspire and actually lets you transact and experience it.  

Peyman Seraj Laravel BE developer

October 13th, 2016

We need really to think how we can provide required and useful information (at the moment) to users. Also how we ca make this data work intelligently and efficiently.

Andy Collen Producer, Director,Owner, Happy Trails Animation

October 13th, 2016

It will all be about augmented marketing... which seems to be the new rebirth of Transmedia.

Chicke Fitzgerald

October 13th, 2016

@Dane, great answer, and I would add that it also must give us the opportunity to indicate which "me" that I am at the time.  I do not always have the same preferences and they may change based on who I am with or what I am doing.  Single dimensional personas just won't do.  

I created this a number of years ago and called it my E-Twins (electronic twins).  Mine might be Mom, CEO, sister, skiier, beachbum, queen of antiquing, etc.

Gerri Leder marketing advisor to firms that offer financial advice.

October 14th, 2016

"Content to a demographic of one." Content marketing will continue to drive consumer behavior but the distance between thought and call to action will be shortened by big-data-driven customer intimacy. 

George Mattathil CEO, StrategyGroup

October 14th, 2016

Rather than "data-driven customer intimacy", it is likely to be based on "relationship depth" -- a feature yet to become available in social media.