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by on in Content Marketing

WARNING: Not safe for marketers with high anxiety or certain medical conditions. Your 2018 marketing plan could be at risk.


Are you ready for some scary truths about marketing in 2018?

According to Joe Pulizzi and Robert Rose, the profession of marketing as we know it is dying a not so slow but definitely certain death. These stats seem to suggest that they have a point. If 2017 has felt like a wild ride, this is why.

  1. In 2017, consumers were exposed to as many as 10,000 brand messages – Every. Single Day. No wonder attention spans are miniscule.
  2. Over time, content marketing delivers 3X the leads per dollar spent as paid search. Yet, most marketers continue to pour most of their budget into ad-based marketing tactics.
  3. HALF of all adults aged 18 to 49 prefer to get their news online. TV still dominates in the 50 and up category, but those numbers are falling.
  4. Adding video to a landing page can increase your conversion rate by 80%.
  5. Marketers who use video grow revenue 49% faster than non-video users.
  6. Content marketing success takes time – sometimes as long as 12 to 24 months. And only those who maintain consistent effort over time reap the long term benefits. Watch the video.
  7. The most important SEO strategy for 2018 is content creation. Companies that blog consistently with long-form, topically relevant content rank higher in Google.

Pulizzi and Rose’s book is a good read. They point out that innovative marketers are turning their marketing teams into media production teams, and as a result marketing is becoming a profit centre. Imagine it. Marketing. As a profit centre.

Not convinced? Consider Apple’s recent billion dollar investment in original content. Layer on YouTube’s willingness to pay individuals and brands for quality original content, alongside Facebook’s original content spend and the trend is impossible to ignore.

Sure, those of us with shallower pockets may need to arrive a little later to the party. But if you’re still questioning whether a blog is a good idea for your business, maybe we should talk. Soon. While you’re still in business.


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