This is the year when your content marketing will disintegrate
In September, Gartner 's Jake Sorofman predicted the flame out of content marketing as the industry reaches the end of the peak of inflated expectations and enters the "trough of disillusionment." Of course he is right. There are three kinds of marketers: those who have rejected content marketing because it doesn't jibe with how they view how marketing works; those who have embraced it as merely another media channel; and those who have realized they need to change how they communicate with the market. The first will feel vindicated by the coming slaughter (they will still be wrong). The second will either join the first or lose their jobs because they failed to produce as they promised their bosses. The third will be hailed as gurus and the market for content marketing will shrink. The Content Marketing Institute (CMI) has mirrored the Gartner findings in their 2016 outlook with a further insight: 55 percent of B2B marketers have no idea what effective ...