One trend to rule them all: Content Marketing 2013

Fresh from watching the stunning (and stunningly long) part one of The Hobbit movie extravaganza, I am reminded of the lasting power of amazing content.

Fresh from watching the stunning (and stunningly long) part one of The Hobbit movie extravaganza, I am reminded of the lasting power of amazing content. I know every word of the book, so will happily stand online for all the movies — despite the fact that Peter Jackson’s version is way more gory video game than the novels I love.

Brands have been content publishers for even longer than The Hobbit has been around. The first infomercial was broadcast on the radio in 1922. I don’t know what the storyline was, but I’m guessing it was no sequel spawning epic. Yet if I make just one prediction for marketing in 2013, it’s this:
Brand content will compete with top shelf entertainment.

Like most year end predictions, this is of course already happening. And the reason digitally savvy brands put Hollywood levels of talent, craft and love into what they make is because they are competing for the limited attention of the very same people going to the movies, playing the video games, and yes, even reading books. Sticking ads around the entertainment is giving way to being good enough to be the entertainment. Hello Red Bull, Will it Blend, new style advetorials and every Facebook Page actually worth a Like.

What will content marketing look like in one year? We asked a few smart people for their sharable soundbite.

Many thanks to Claire Candler, Johanna Virtanen of KioskedSeb Bell and Brendan Hodgson for their views in the clip above. And thanks to our other D2 Content speakers who gave us some excellent Top Tips for Successful Content Marketing and Advice for budding Contentrepreneurs. Happy Holidays everyone and see you in 2013.

Candace Kuss

Hill & Knowlton Strategies Search