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PREDICTIONS
key content
marketing
trends and
Predictions
for 2010
from clickDoCUmENTS, sponsored by
www.clickdocuments.com
Credit : Original Painting by Peter Thomas Ryan, used with Permission

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trAditionAl mArketing isn’t going AwAy. Far from it.
But it’s changing like never before at a faster pace than we’ve seen in
the last 100 years. With the quickening pace of innovation and change
on the Web, consumers are now in control. They expect much more
from companies, and are more fickle with their affinity. Companies
that learn the new marketing lessons, and implement them well will
be big winners going forward. Those that play by yesterday’s rules will
lose.
So what are the new rules? How can you take advantage of new
technology, evolving behaviors and hyper-connected consumers to
benefit your business? What is the future of content marketing?
we’re glAd you Asked. We dusted off our trusty crystal ball and
passed it along to 39 of the top content marketers, B2B marketers, e-
mail marketers and social media gurus, and asked them one straight-
forward question, “What are their key marketing trends and predic-
tions for 2010?”
Photo Courtesy: Kasturi Rangam The answers are fantastic. You’re going to get a first-hand look into
and Priya Balasubramanian
Ambal S. balakrishnan is
the future of content marketing from the people that live and breathe
President and co-founder
of ClickDocuments
it every single day.
clickPredictions eBook is a great collaboration of many of the
sharpest marketing professionals. Each contributor has added a unique
url: http://clickdocuments.com/ perspective and guidance on how marketers should tackle 2010 suc-
twitter: http://twitter.com/clickdocuments
twitter: http://twitter.com/ambal cessfully. ClickPredictions eBook is also packed with over 100 recom-
subscribe: http://feeds2.feedburner.com/ConnectTheDocs mended resources from the experts.
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toP 10+1 tiPs
for content
marketing in 2010
Before jumping into messages. It’s time about your custom- tent, such as video, good idea to listen.
the e-book, click- to re-allocate budget ers – where are they, will become staples. Your customers will
documents put (from list purchases what are they doing remember: You’re know, and appreci-
together our the and tradeshows) to and how do they want telling a story, and ate, that you’re pay-
top 10 + 1 tips for content production to be interacted with? video is a great me- ing attention.
content marketing – for brand build- dium for storytelling.
in 2010 based on the ing, and generating 3. get visual! If you 5. think about
trends that we saw awareness. think about content 4. grow more ears. engagement. Push-
in the predictions. (white papers, blog Listening is a skill that ing ads is a thing of
2. don’t follow the posts, etc.) as just you have to master in the past. Interacting
1. interruptive, “tell- crowd. It’s tempt- text, you’re missing order to succeed. You and engaging with
and-sell” marketing ing to copy everyone huge opportunities can’t ignore the tidal consumers – wher-
is a thing of the past. else. It’s tempting to to really connect with wave of activity on ever they are (mobile
You can’t expect busy jump blindly into the your audience. Your social sites like Twitter will be big!) – will
consumers to listen or latest, coolest new content has to look and facebook, but help you stand out
care when you inter- trends, but before great and include before you jump into from the crowd. It’s
rupt them with mar- you do so, make sure plenty of visuals. And the water and realize not about how many
keting and branding you’ve really thought different styles of con- you can’t swim, it’s a Twitter followers >
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> you have, it’s 7. don’t forget the lishing something, audience properly, our Bonus tiP
about how many you recession. We know really give some and provide a unique It’s not the size of
actually know and it’s an ugly word, and thought as to whether experience to each your megaphone that
engage with. hopefully we’re well your readers would group. matters; it’s the size
past the worst, but truly value the content of your customers’
6. roi realities the reality is that con- and benefit from it. be 10. Find the writers megaphones. Create
emerge. You can’t sumers will be nerv- rigorous in your filter- inside your organiza- content that encour-
ignore the need to ous about spending ing. If something isn’t tion. Content writing ages your customers
explain a return on their money. They’ll going to be hugely and marketing is so and audience to do
Investment to your be looking for good valuable to your audi- important that out- the marketing for
boss and C-level corporate citizens and ence, don’t publish it. sourcing it completely you. Create content
executives. The real- increased levels of is a huge risk. further- that your audience
ity is that analytics trust. Content market- 9. understand your more, content market- absolutely has to
tools are significantly ing can help position sales process and ing is tied too closely share because it’s that
improving, and you your organization funnel. You need to to social media mar- good! Provide a level
can start to measure effectively in both really understand keting – and that’s all of customer support
real roI. Automation regards. your sales cycle and about building real, and engagement that
tools will mature and your customer’s buy- transparent relation- inspires your custom-
be available to help 8. scale back the vol- ing process. make ships. So find quality ers to tell the world.
with increased efforts ume; it’s quality that sure you clearly know writers and content Then: You win.
in content and social matters. Too much how your prospects & producers within your
media marketing. content isn’t a good customers make deci- organization: nurture
Automation is help- thing. but that’s what sions. Then, provide and train them. make
ful when it speeds we’re starting to see, relevant and mean- sure you keep them
up certain processes as publishing content ingful content that happy. And then find
to help improve the becomes easier and helps drive customers outside help to fill
overall roI. easier. Quality rules efficiently through the important holes.
the day! before pub- funnel. Segment your
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We hope you enjoy ClickPredictions: Key Content Marketing Trends
and Predictions for 2010 from ClickDocuments, sponsored by Mar-
keto. You’ll find predictions and suggestions from 39 of the top content
and social media marketers out there. You can get 2010 started on the
right foot with a bit of inspiration, prognostication and no-nonsense
marketing straight-talk.
ABout clickdocuments ClickDocuments is your one-stop-
shop for information and best practices on whitepapers and ebooks.
We believe in the power of content as a powerhouse of marketing
and sales tools; and want to share that with you through our blog,
publishing services platform and of course, our own content. That’s
why we put together this eBook, alongside the great folks at Marke-
more from
to, and a group of top-notch experts, to empower your content writ-
ing and marketing efforts in 2010! clickdocuments
If you’d like more information about how we can take your content
to the next level, please let us know! We’d love to speak with you and » http://clickdocuments.com
learn about your marketing goals. » http://twitter.com/clickdocuments
» subscribe to our blog!
» Follow @clickdocuments
» Ambal on slideshare
» clickideas
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ABout mArketo Marketo is the sponsor of “Click Prediction:
Key Content Marketing Trends and Predictions for 2010” We
couldn’t have put this together without them, and want to thank them
for their support!
Marketo is the revenue-focused marketing automation company,
revolutionizing how marketing and sales teams of all sizes sell and
succeed at every stage of the revenue cycle. Delivered in the Market-
ing Cloud, Marketo’s powerful and easy solutions provide the fastest click here
for a sPecial ebook PreVieW:
time to value and ignite explosive revenue growth from the earliest
stages of demand generation and lead management to the pursuit of creating content that sells,
revenue and customer loyalty. A guide to content marketing
for demand generation
Marketo Lead Management helps Marketers acquire, nurture and
qualify more high quality sales leads with less effort, while Marketo
Sales Insight helps Sales understand, prioritize and interact with
the hottest leads and opportunities to close business faster. Known
for providing breakthrough innovation and the utmost in usability,
Marketo was voted ‘Best Marketing Automation Application’ by
Salesforce customers on the Force.com AppExchange. As of October
2009, more than 300 enterprise and mid-market clients in 12 coun-
tries have selected Marketo.
url: http://www.marketo.com
blog: blog.marketo.com
twitter: @marketo
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retweet Prediction In 2010 a when brands create market-
the birth of this growing number of compa-
nies will break with their
old, interruptive tell-and-
ing that consumers choose
to engage with and adver-
tising that itself improves
a meaningful sell habits and adopt the
next evolution of marketing.
They will accept that con-
people’s lives.
marketing sumers cannot be hood-
winked or annoyed into buy-
ing their products and realize
model
that the only way to earn
attention and sales is to add
value to their lives through
the marketing itself. It’s a
concept called “Marketing
with Meaning” and works
recommended resources
» marketing with meaning
» the next evolution of marketing: connect with your
Bob gilbreath is Chief
marketing Strategist at customers by marketing with meaning
Bridge worldwide (one
of the nation’s largest » marketing with meaning on twitter
digital advertising
agencies) and author of
“the next evolution of
marketing”
url: www.marketingwithmeaning.com
twitter: mktgwithmeaning
subscribe: http://feeds.feedburner.com/marketingwithmeaning
Resolve to abandon the advertising
interruption model and begin to
evolve to Marketing with Meaning.
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retweet Prediction It’s safe to Yet a few inspired firms
stand out this say that in 2010, many B2B
marketers will imitate each
another. Many will talk in
will dare to create content
that’s helpful, useful, enter-
taining, accessible... and not
With great buzzwords. Many will glom
onto the latest gimmicks.
Many will use B2C tactics
a sales pitch. Those few will
tower over the rest of the
pack, and be remembered
content! like branding for B2B
marketing. Many will waste
money on advertising, and
when it’s time to buy.
squander time on social
networking. And many will
wonder why their compa-
nies don’t stand out in
the crowd.
recommended resources
» content marketing resources at idea launch
gordon graham is
That White Paper Guy, » that white Paper guy
an award-winning writer
who helps b2b technol- » content marketing today
ogy firms tell their stories
with crisp, compelling
white papers.
url: www.ThatWhitePaperGuy.com/articles
twitter: WhitePaperGuy
Stop “copy-writing” and start
creating great content: it’s the
most sure-fire thing you can do.
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retweet Prediction Social Me- relevant to this savvier new
the ‘short- this dia will generate significant
changes to white papers
in the future. As readers
media audience.
Starting in 2010, we will
see a host of new white pa-
attention’ grow accustomed to short,
hyperlinked, colorful, and
stimulating Social Media,
per formats, designs, colors
and visual enhancements
that engage today’s short
White PaPer their growing interest with
information that appeals to
their limited attention spans
attention Social Media
reader. These changes will
prove to be more effective in
will require white papers delivering critical solution-
that compliment these new oriented business messages
media formats. As a result, than conventional white
the traditional text white paper formats.
paper will become less
recommended resources
» the white Paper Pundit Blog
» crafting white Paper 2.0
Jonathan kantor is a 26-year veteran of
the technology industry, the author of the » ensuring that your white Papers Appeal
new book “crafting white Paper 2.0” ,
and the primary contributor to the to Busy executive readers
whitePaperPundit.com blog
url: www.whitepapercompany.com/blog
twitter: Jonathan_kantor
subscribe: www.whitepaperpundit.com
Use Visual Enhancements to Engage
New Media, ‘Short Attention’
White Paper Readers.
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retweet Prediction After many on the brand. It’s time to
mobile, this false dawns, we’ll finally see
mobile explode. Google’s
Android, Apple’s iPhone,
look at Consumer ROI.
What value are brands pro-
viding in exchange for all the
measurement along with clever apps and
new developments like
Augmented Reality have
effort consumers are putting
in to engaging with brands
via blogs, Twitter and even
the consumer primed. offline activities like store
We’ll also see new visits and Customer Service
developments in the area interactions.
of measurement. Social
Media has changed the
game, putting power in the
hands of the consumer, yet
measurement is still focused
recommended resources
» radian6 Blog
» content decoded
rick liebling Social media,
marketing communications, » get content get customers
brand counsel, creative
development and strategic
insight. You can follow
rick Liebling on his blog,
eyecube.
From collaboration to measurement,
url: www.rickliebling.com
twitter: eyecube
subscribe: feeds2.feedburner.com/wordpress/GwQQ
brands need to work with, and for,
the consumer.
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retweet Prediction Social me- and monitoring of global
better this dia marketing will become
a mainstream method for
businesses to connect di-
social media activities.
We will move from a
discussion of “Which tools
engagement rectly with customers and
prospects. Leveraging social
media marketing strategies
should I use” to a discussion
of “How can I better engage
with my customers, wher-
on will be as commonplace as ever they are.” Talking about
using a fax machine—every mobile consumers will
business will need to be in the become an oxymoron as all
social media
game. Facebook users will top consumers will have mobile
450 million. access to data, opening up
Sites like Twitter, LinkedIn the social media marketing
and Facebook will announce floodgates.
strategic partnerships with Google will announce a
search engines that will series of new services that
bring real-time social media will give Facebook a run for
actives to the masses. Serv- its money. Early movers are
ices will emerge that greatly sure to become unstoppable
simplify the management forces. Hold on to your hat,
it’s gonna be a wild ride!
mike stelzner is author of the
book ‘writing white Papers,’
founder of socialmediaexam- recommended resources
iner.com and an organizer of
summits such as social media » social media examiner
success summit and
copywriting success summit.
url: www.socialmediaexaminer.com
twitter: mike_stelzner
subscribe: www.socialmediaexaminer.com/feed/ Social media strategies will be as
commonplace as using a fax machine—
every business will need to be in the game.
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retweet Prediction Vendors who
comPelling this deliver compelling content
to match buyer information
needs will be the big
rules winners as B2B dollars begin
to flow again.
recommended resources
» made to stick
rebel Brown is go-to-market » emarketing strategies for the complex sale
strategist and Spin Doctor spe-
cializing in start ups, turnarounds » the regis touch—still the standard!
and start-around. She’s also an
author and speaker. Her business
is Peoplewhoknow.
url: blog.rebelbrown.com
Vendors who understand buyers
twitter: rebelbrown
subscribe:
feeds2.feedburner.com/PeopleWhoknowPhoenixrising
and communicate relevant value will
capture the next wave of spending.
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retweet Prediction Twitter is place for current answers to
tWitter this going to overtake Yahoo!
and Bing for search market
share. Yeah, you heard me:
all kinds of questions, from
“what’s a good place to eat
on 1st Avenue?” to “How do
oVertakes Search market share. As
Twitter’s user base grows,
more and more folks go
I fix a bug in Windows 7?”
yahoo!, bing there to ask questions, and
get answers. It’s a vast,
self-answering community.
Search the community, find
your answers. More and
more users are figuring that
out, and Twitter search is
gaining popularity as THE
recommended resources
» trust Agents by Brogan/smith
ian lurie is chief internet » chris Brogan’s blog
marketing strategist
at Portent Interactive.
He is also the author
» laura roeder
of conversation
marketing: internet
marketing strategies.
url: conversationmarketing.com
twitter: portentint
subscribe: feeds.feedburner.com/conversationmarketing/mrji
Twitter is a vast-self answering
community. It’s also the ultimate
search engine.
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retweet Prediction With in- mobile devices, Google
social media: this creased time spent on social
media marketing, C-level
executives will pressure
will continue to expand and
refine the social media and
mobile device/browser
Where’s their teams to demonstrate
measurable ROI from these
programs and because of the
tracking capabilities that
were recently added to Goog-
le Analytics, putting the same
my roi? necessarily labor-intensive
nature of social media, com-
panies will seek
type of pressure on social
media monitoring vendors
as it has on traditional web
to automate efforts where analytics providers.
possible, using tools such as
analytics.
Recognizing this need
as well as the convergence
of social networking and
recommended resources
» the Brandbuilder Blog
tom Pick is an online » social media today
marketing executive with
minneapolis-based b2b » B2B marketing Zone
marketing and Pr agency
kc Associates, and writes
the award-winning
webbiquity.
url: webbiquity.com/
twitter: TomPick
subscribe: webbiquity.com/feed/
Marketers need tools to measure
social media results the same way
as other marketing programs.
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retweet Prediction Content what’s next? In 2010, new
social’s this consumption and the social
behavior of consumers are
more fragmented than ever;
ways for filtering and meas-
uring the social web will
emerge and marketers will
neW Value: there is no longer a “one
size fits all” social or content
experience. We’re in a period
realize that technologies and
targeting techniques won’t
measure up unless they can
sharing of massive content inflation,
and one of the major activi-
ties that aids rapid spread of
deliver mass adoption and
an aggregated, measurable
view of social media value.
content in the social media
sphere is sharing. The ability
to share everything from
140 character opinions to
news and videos has allowed
consumers to direct the flow
of information online. So
recommended resources
» sharethis blog
nanda kishore is Chief » six degrees: the science of a connected Age
Technology officer at
sharethis.com and in
previous role had overall » razorfish digital outlook report
responsibility to develop
a new advertising based
product for Amazon
merchants.
url: sharethis.com
twitter: nkishore
subscribe: feeds.feedburner.com/marketingwithmeaning
Marketers must be able to measure
twitter.com/statuses/user_timeline/14953671.rss
and target their influencers across
any interest or social channel.
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retweet Prediction Content • Not so much mobile web
disruPtion this Marketing will go from
strength to strength. But
response rates may start to
sites but useful apps.
• Vertical search will start
to rattle Google’s cage.
fall due to ‘mutton dressed • Unless they strengthen
as lamb’ eBooks. their vertical chops.
• Web video will become • ‘Personal brand’
a B2B staple. coaches will
• It’s such a good way to tell disappear up their own
a complex story. arses
• The whole social thing will • Leaving nothing but a
calm down a bit. trail of tweets.
• Still valuable – just not the
whole enchilada.
• Mobile marketing will
make inroads in B2B.
recommended resources
» the B2B content marketing workbook
» marketing myopia
doug kessler is the Creative Director
and cofounder of Velocity Partners,
a London-based b2b marketing agency
» information rules: A strategic guide to the
specializing in technology companies. network economy
url: www.velocitypartners.co.uk/our-blog
twitter: dougkessler
subscribe: feeds.feedburner.com/Velocity-Themarketing
AccelerationAgencyforTechnologyCompaniesourblog
If B2B marketing is both art and
science, science is winning.
And it’s kind of fun.
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retweet Prediction The Glo- corporate citizens. With the
2010: this bal Financial Crisis (GFC)
continues to drive consumer
behaviour in 2010. Content
economy still raw, companies
have an obligation to more
than profit margins. Business
consumer marketing will gain mind-
share with businesses be-
cause a tight economy means
must not underestimate the
contained anger developed
from widespread corporate
education considered purchasing
decisions are the norm. The
sales cycle will lengthen and
malfeasance. People will buy
with their conscience.
and csr
consumers will continue to
expect value for money. An
emerging trend is the insist-
ence from the public sector
on purchasing from good
recommended resources
» david connor’s blog on csr
» Joe Pulizzi’s content marketing blog
sarah mitchell is the owner of
Global Copywriting, based in » csr, social media and the recession from
Western Australia. Specialising
in Content marketing for b2b development crossing
companies, Sarah loves working
with sme clients.
url: globalcopywriting.com
twitter: globalcopywrite
subscribe: globalcopywriting.com/blog/
With the economy still raw,
companies have an obligation
to more than profit margins.
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retweet Prediction Do you have Companies should dedi-
Personality this a personality? (Or, does your
content show some?). Com-
panies, of all sizes, are find-
cate pages on their sites to
the people who work there.
Written content should re-
marketing ing success with the use of
personas and spokespeople
because people prefer to buy
flect the personalities of the
authors, rather than being
anonymous company copy.
Will driVe from other people, not from
large, anonymous brands.
Small businesses should no
Along with more personality
in their marketing content,
company sites are making in-
success in 2010
longer act like large corpora- creasingly good use of video
tions. Owners are the natural clips and audio files.
voices of their companies.
In many ways, small is the
new big. Personalities matter,
they always have, and they
are now emerging as a strong
marketing advantage.
recommended resources
Patsi krakoff, Psy.d. » content marketing with Blogs
aka the Blog squad,
is a content market- » content marketing for online Profits
ing specialist helping
professionals and small
businesses with content
strategies including
smart blogging.
url: www.writingontheweb.com,
www.ContentforCoachesandConsultants.com
twitter: Patsiblogsquad
You can’t master social media without
subscribe: feeds.feedburner.com/coachezines
vibrant personalities creating content
that connects with your core clients.
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retweet Prediction As more and and moving towards private
the rise of this more people find web video
to be valuable and entertain-
ing, web video for corporate
channels, while committing
internal resources to pro-
duce quality content quickly.
PriVate media story telling will continue to
expand. While many public
sites, such as youtube.com
channels have gained huge popularity,
they are not always the best
vehicles for business-based
communication. The threat
of viruses, competitive ad-
vertising and lack of qual-
ity control are reasons why
companies are steering away
from public media channels
recommended resources
seamus walsh founder of Vazt » Booz & company, the Promise of Private-label media
Global Inc., a b2b content and
research publishing platform » Fish media thinktank
comprised of a sg&A
taxonomy and micro-sites » Private media channel
focused on optimizing people,
process and technology
Publishing your videos on a private
url: www.vazt.com/
twitter: SeamusWalsh
subscribe: twitter.com/statuses/
user_timeline/15086121.rss
media channel can be the most effec-
tive way to reach your target audience.
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retweet Prediction I think those who focus on quality.
reader- this content will continue to
be a driving force in B2B
marketing in 2010, espe-
Only exceptional, reader-fo-
cused content will stand out.
focused cially as companies try to
take advantage of social
media. However in a rush to
content create content, I also predict
there will be a glut of me-
diocre content: blah content
is key
that doesn’t inspire. Not all
content is king! While many
companies may be focusing
on quantity, I think the ones
that will succeed will be
recommended resources
» Junta42 Blog
» marketing interactions Blog
» the B2B content marketing workbook
michele linn is a b2b marketing
consultant and writer who
specializes in producing buyer-
focused content and providing
insights on how to market it.
url: www.linncommunications.com/
twitter: michelelinn
subscribe: www.linncommunications.com/resources/blog-posts/
Only exceptional,
reader-focused content
will stand out.
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retweet Prediction Welcome, derground” persona nurtured
lo! the this come in, sit down. I feel an
aura from you, but the crystal
ball, she’s the temperamental
in social media…
Oh, what’s this? I see world-
famous advertising agencies
ProPhet sPeaks! type who prefers some sign
of appreciation, something
green… perhaps with a presi-
rattling tin cups on Madison
Avenue street corners – but
rattling them in clever, award-
dent’s picture on it… winning ways of course. The
I see confusion as previ- economic upturn has not led
ously unemployed or under- to significant increases in tra-
employed workers return to ditional media buys. There is
their cubes. Will they retain much wailing and gnashing
the social media habits that of teeth - very white teeth.
occupied their long, lonely Ah, but there is good news!
hours? Will their task masters Perhaps more of that green…?
let them blog, text and Twit- Thank you!
ter to their hearts’ delights? I Previously unknown B2B
see escalating conflict in the brands are making great
workplace. I see brands with strides with relevant content,
parallel identities: an “offi- forming communities that
cial” mask sanctioned by the welcome their ideas with in-
Jonathan kranz is the author
of the eBook’ eBook: How to
powers that be, and an “un- terest, respect – and money!
turn your expertise into mag-
netic marketing material’ and
coauthor of ‘the content
marketing Playbook. He’s all
about writing helpful content.
url: www.kranzcom.com/
twitter: jonkranz
subscribe: ezinearticles.com/?expert=Jonathan_kranz
Prospects with desires (and money)
seek wisdom; create a content
strategy that lures them your way.
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retweet Prediction 2010 will be ers, the value and measure-
the changing this an interesting year for B2B
marketers because a number
of trends will coalesce to
ment of significant social
influencers will increase tre-
mendously. Third, as buyers
buyer in 2010 fundamentally change the
way we interact with buyers
and engage them in a buying
gather more and more infor-
mation and insights that they
need online, sellers are able
process. First, as data on in- to close larger transactions
dividual prospects becomes remotely, the role of field
more readily available, the sales will fall precipitously.
value of a true relationship
will increase dramatically.
Second, as social media pro-
viders become more focused
on understanding true influ-
ence, rather than just raw
counts of friends or follow-
recommended resources
steve woods is the CTo and co- » digital Body language
founder of eloqua, author of digital
Body language.com and is recog-
nized as one of the top influencers
» digital Body language, the Book
in the crm blog post: http://
digitalbodylanguage.blogspot.
com/2009/11/marketing-auto-
mation-and-b2b-marketing.html
url: digitalbodylanguage.blogspot.com, eloqua.blogspot.com
twitter: stevewoods
subscribe: digitalbodylanguage.blogspot.com/
Buyers gather the information and
insights they need online, the role
of field sales will fall precipitously.
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PREDICTIONS
retweet Prediction B2B market- it’s difficult – if not impos-
b2b marketers this ers will increasingly realize
that one of their key chal-
lenges is to guide decision
sible – to engage decision-
influencers/makers in these
media without compelling
confront teams through challenging
decisions using compelling
thought leadership and
perspectives to offer.
guidance other forms of decision-
driving content. One factor
driving new investments in
imPeratiVe
rich content will be grow-
ing disillusionment with
returns on search engine
and social media marketing.
They’ll increasingly realize
recommended resources
» “in a downturn, Provoke your customers,”
Harvard Business review
Britton manasco helps firms become » dirty little secrets
thought leaders and trusted authori-
ties through value-rich content such
as white papers, success stories and » emarketing for the complex sale
executive presentations. britton is the
producer of the thought leadership
marketing blog Illuminating the future
www.Brittonmanasco.com.
url: www.brittonmanasco.com/
twitter: brittonmanasco
subscribe: feeds.feedburner.com/Elevation
Companies engaged in a complex
sale must link thought leadership
to intelligent client discovery.
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retweet Prediction Social media I think in 2010, we’ll see
seek Quality this has become the norm. What
was new and cutting edge a
year ago is now an important
a turn toward localization
both geographically and by
niche. Businesses should be
not Quantity element of most marketing
campaigns.
As more people come
looking for ways to incor-
porate this localization into
their marketing.
online in 2010, the stream
will become more and more
crowded making it even
harder to hear above the
noise. This will place an
even larger emphasis on
making personal, quality
connections.
recommended resources
» social media today
» Advertising Age
Jim lodico is a marketing » social marketing
consultant and copywriter
specializing in helping
companies create engaging
content and developing pow-
erful campaigns designed
to captivate their target
audience. He is the owner of
Jalcommunications.com and
whitepapersolution.com
and is currently working on
his latest project, lemonade
Twitter, LinkedIn, Facebook…these are
stand marketing.
url: www.jalcommunications.com
the starting points. Look for ways to
move to higher level, quality connections.
twitter: jlcommunication
subscribe: feeds.feedburner.com/
Socialmarketing20
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PREDICTIONS
retweet Prediction Long form often referred to as content
keeP it short this blogs are being replaced by
microblogs which are being
replaced by Tweets. Sixty sec-
“snacking.”
The shortest distance
between two points is a
ond TV spots have given way Tweet (or a txt), the win-
to 30 second and 15 second ners are those who can pack
spots. We don’t buy albums, the most meaning into the
we download singles. fewest words.
To stay in touch with our
friends, we don’t email, we
check their Facebook up-
dates. Kids prefer texting
over email and phone calls.
This seismic shift in the
way we consume media is
recommended resources
» Flying Fingers: text-messaging overtakes monthly
chi modu is a renowned phone calls
photojournalist and cultural
observer. His company » the news leader in mobile marketing
didigital creates concise,
interactive content for the
new “content snacking” era.
url: http://didigital.net/
twitter: twitter.com/didigitalny
subscribe: twitter.com/statuses/user_timeline/60937267.rss
The winners are those who can
pack the most meaning into the
fewest words.
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Who needs it! share it?
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retweet Prediction Content write well and effectively
the rise this marketing will become the
first priority of top B2B mar-
keters because of its power-
package content market-
ing. The pursuit of thought
leadership positioning and
of content ful role in positioning, lead
generation & nurturing,
social media and organic
long-tail search will drive
a sharp increase in multi-
author corporate blogging. In
marketing search.
The focus and investment on
SEO will increase sharply as
2010, I think we’ll also see the
pace of adoption of marketing
automation quicken, but most
B2B marketers seek to lever- B2B adopters will struggle
age content marketing across with its effective use.
multiple search channels.
B2B marketers will strug-
gle to source people who can
recommended resources
» the Buyersphere Project
galen de young, managing
director Proteus b2b and
» lead generation for the complex sale
Proteus SEo, helps b2b clients
integrate content marketing, » emarketing strategies for the complex sale
social media, email, and SEo
to generate and nurture leads.
The smartest B2B marketers will
url: www.proteusb2b.com/b2b-marketing-blog/
twitter: GalenDY
subscribe: www.proteusb2b.com/b2b-email-marketing/web-sign-up.php
master how to optimize content
across search, email, and social.
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retweet Prediction Tradition- tion of marketing automa-
lead this ally marketing departments
focused on creating leads for
their sales teams by gather-
tion and a focus on content
marketing. This will be
enhanced by the use
generation ing names at trade shows
or capturing emails from
“contact me” web forms. In
of inbound marketing as
part of the demand genera-
tion process.
to demand gen- 2010, we will see hundreds of
medium and large sized B2B
companies stop focusing on
The result of this change
will be greater brand recog-
nition, shorter sales cycles,
generation
the number of lead created, and improved customer
instead improving the quality retention.
of leads passed to sales.
The switch to demand
generation will happen be-
cause of the growing adop-
recommended resources
» modern B2B marketing blog
maria Pergolino works as Inbound
marketing manager at marketo, » B2B lead generation blog
leading their efforts in adoption
of social media channels for brand » emarketing strategies for the complex sale
awareness and demand generation
html. maria also writes for many
marketing blogs, and is a frequent
contributor to marketo’s popular
blog, modern b2b marketing.
url: blog.marketo.com
twitter: @inboundmarketer
Marketers will focus on creating leads with
subscribe: blog.marketo.com/blog/
modern_b2b_marketing_blog_subscribe.html
marketing automation and inbound mar-
keting as part of their demand generation.
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retweet Prediction Marketing will wring out more oppor-
b2b gets this Automation is hot but Sirius
Decisions research says that
adoption is hovering at just
tunities by targeting above
the funnel and injecting
themselves into the conversa-
serious 30%. This should increase as
B2B marketers look to gain
productivity while keep-
tion – to ensure that no lead
is left behind. Not surpris-
ingly, marketers will demand
about social ing their campaign costs to
a minimum. Metrics-driven
solutions that validate the
reporting to track the success
of these social initiatives.
return of these efforts will be
held at a premium. Forward-
thinking marketers will get
serious about “Social Mar-
keting Automation”. They
recommended resources
» Paul dunay, Facebook marketing For dummies
Parker trewin is currently the » Ardath Albee emarketing strategies for the complex sale
Director of marcom at Genius.
com and has over twenty years
of experience in marketing
» B2B marketing for Faster sales Blog
communications, social media
and product management.
url: www.genius.com/marketinggeniusblog/
Time to ‘get social’. B2B organizations
twitter: parkertrewin
subscribe: feeds.feedburner.com/
b2bmarketingforfasterSalesblog
that fail to embrace Social Marketing
will fall dangerously behind.
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retweet Prediction Facebook Offer monetization and
businesses this continues to grow. Google
Wave sees early adoption.
LinkedIn consolidates its
virtual goods platforms, as
well, social games provid-
ers clean up their act. Direct
get serious position. Email marketing
goes social. Display adver-
tising begins to shift from
marketers begin to tap social
media as a source for new
customers, leads and sales.
about social traditional banner ads to
interactive and data-driven
ad formats. Social market-
Businesses establish 24x7
customer service channel
via real-time channels
media
ing goes from test-and-learn (a la Twitter).
phase to a growing slice of
corporate marketing budg-
ets in 2H2010. The Feds
come down on deceptive
online marketing practices.
recommended resources
» marketing sherpa
mani iyer is CEo of kwanzoo,
a social inbound marketing
» mashable
service for businesses. mani is
a seasoned Internet Executive,
» Altimeter group
Serial Entrepreneur, Industry
Speaker and Startup Advisor.
url: www.kwanzoo.com/
Socially engage consumers through
twitter: iyermani
subscribe: twitter.com/statuses/
user_timeline/12798862.rss
all marketing channels, to drive peer
recommendations of your brand.
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