The study, “Content Marketing: Ready for Prime Time,” found 34% of marketers are “very” or “fully” engaged with content marketing this year, up from 18% last year. In addition, 66% of marketers project they will be “very” or “fully” committed to content marketing in 2013, according to the study, which was based on an online survey of 440 b2b marketing professionals conducted in April and May.
The companies that are truly winning over audiences and driving consumers are the ones that are experimenting with a balance of automated aggregation and human-directed curation. It’s a process of out-sourcing and in-sourcing.

Fast Commpany, The Content Conundrum: To Create Or Automate, 07-05-2012

(Source: contentcurationmarketing.com)


A groundbreaking study from Boston-based think tank Buytaert & Peng predicts marketing technology is on pace to replace and eventually eliminate the need for human editors who work on the web.
The report suggests we’re on the cusp of an ‘Era of Automation’ fueled by dramatic advances in analytics, marketing technology and an overall understanding of how to map content to consumer preferences.

Watson, New Report: Advances in web personalization to eliminate need for human editors by 2020, April 1, 2012

A groundbreaking study from Boston-based think tank Buytaert & Peng predicts marketing technology is on pace to replace and eventually eliminate the need for human editors who work on the web.

The report suggests we’re on the cusp of an ‘Era of Automation’ fueled by dramatic advances in analytics, marketing technology and an overall understanding of how to map content to consumer preferences.

, New Report: Advances in web personalization to eliminate need for human editors by 2020, April 1, 2012



Users already integrate digital messaging 
Thanks to the mobile devices we carry during our waking hours and the always-on connections of desktops, laptops, and tablets, there’s no longer any downtime from messaging. Today we see that:




Users access messaging in many ways. Users opt into and interact with digital messages through multiple channels like online email, mobile email, and SMS (see Figure 1 and see Figure 2). Increasingly these channels are accessed through a single device.
And they expect relevant messages across channels. Expectations for relevant messages across channels are higher than ever. As Jim Roemmer, senior director of the addressable media team at Gap Inc. Direct, explains: “Customers don’t care that a marketer is organized by channels — they want the marketer to stitch the multichannel experience all together.”

Forrester, The New Messaging Mandate, January 9, 2012

Users already integrate digital messaging

Thanks to the mobile devices we carry during our waking hours and the always-on connections of desktops, laptops, and tablets, there’s no longer any downtime from messaging. Today we see that:

  • Users access messaging in many ways. Users opt into and interact with digital messages through multiple channels like online email, mobile email, and SMS (see Figure 1 and see Figure 2). Increasingly these channels are accessed through a single device.
  • And they expect relevant messages across channels. Expectations for relevant messages across channels are higher than ever. As Jim Roemmer, senior director of the addressable media team at Gap Inc. Direct, explains: “Customers don’t care that a marketer is organized by channels — they want the marketer to stitch the multichannel experience all together.”

Forrester, The New Messaging Mandate, January 9, 2012

digitalspark:

Want to know the basis for good #content marketing?
Relevant and interesting information … but no selling.

digitalspark:

Want to know the basis for good #content marketing?

Relevant and interesting information … but no selling.

Run, Inspired and Inspirational: In this phase, a successful, real-time integration of content marketing and curation is part of the fabric of nearly all aspects of branding. The organization has become a bona fide media company, actually able to monetize innovative and highly polished content that is either branded and/or related to the brand proposition. Content is sold and licensed based on its standalone merit, with content divisions having separate P&L responsibility.
Brian Solis, Report: Content and the New Marketing Equation, February 16, 2012
The conundrum arises from the simple fact that content builds relationships, but those who pay someone else via paid-media advertising don’t control that relationship. Since the web provides universal access to publishing, advertisers now have the means to take back some control. Oh, and did I mention that on the web, great content gets free distribution? Consumers come and get it if it meets their needs.
Jason Falls, the author of No Bullshit Social Media, Stacy Debroff, Stephen Murphy see 2012 as the year of relevancy marketing. Jason Falls predicts that adding customer relationship management and tying social CRM functionality to marketing efforts will improve “our ability as marketers to hit relevant audiences with relevant messages at relevant times and in relevant places.”

What’s In: Incorporating Your Brand’s Message Into a Larger Story

What’s Out: Stealing Content From Other Sources Without Proper Attribution

What’s In: Curating Content From Multiple Sources, Including Your Competitors



We are leaving the experimentation phase of social and these  survey results clearly illustrate what consumers want. Brands who  provide their social customers with engaging online experiences,  meaningful interactions with one another, and rewards for doing so will  clearly gain a decisive competitive advantage in 2012.

Katy Keim, Lithium’s CMO.

We are leaving the experimentation phase of social and these survey results clearly illustrate what consumers want. Brands who provide their social customers with engaging online experiences, meaningful interactions with one another, and rewards for doing so will clearly gain a decisive competitive advantage in 2012.

Katy Keim, Lithium’s CMO.