What does the future of content marketing look like? According to Gini Dietrich, founder and CEO of Arment Dietrich, succeeding with content in 2014 and beyond means being visionary, practicing brand journalism, embracing native advertising, and telling employee stories. The co-author of Marketing in the Round and publisher of the Spin Sucks blog delivered her points October 17 via a keynote presentation at Content Jam, an annual event where marketers discuss the state of the art in content marketing.
Before looking forward, Dietrich looked back. She reminded everyone that content marketing is not new: John Deere started publishing a magazine for its customers in 1895, and brands like Michelin and Betty Crocker became publishers of useful content long before digital came along.
By 2007, seven out of 10 publications in the United Kingdom were produced by corporations. According to a study conducted by the Content Marketing Institute and MarketingProfs, 93 percent of marketers use content marketing, and more than half of marketers are going to increase their spending in this area. So what are the forward-thinking brands doing with their content spend? According to Dietrich, successful content looks like this: