Content marketing predictions: Why I’ve ditched my crystal ball
Last year Cameron Upshall made a series of bold predictions on how the content marketing world in Australia would develop in 2014. Here he bemoans the lack of change.
Australian brands had a fair old crack at content marketing in 2014. But unfortunately the market didn’t mature as fast as I thought it would in 12 months. This means the content marketing milestones I predicted we would reach by now are still a fair way off.
Here’s a look back at the scenarios I forecast on Mumbrella this time last year, and my take on why the content marketing space just didn’t get its groove on like I thought it would.
“a significant opportunity exists for marketers to leverage other people’s audiences.” Indeed, this is known as “advertising”.
Leveraging your own audience is called customer relations.
“Content” is a vacant word, stripped of meaning. Perhaps this is why “There are plenty of company leaders still scratching their heads at how content marketing could help them make sales” – not because it doesn’t work, but because it doesn’t exist. The emperor has no clothes, and C-suite execs perhaps reached that position by not being afraid to say so.