At a time in the not so distant future 2016 will come to a close and many content marketers will reflect on 2016 and think, “Man was that unfair!”. They’ve tightened their belts, worked hard to develop a content strategy and tried to stay up on latest content trends. But the sad reality is that content still isn’t having the business impact that they had anticipated.
In order for us to look to the future of content marketing, we have to take a critical look at the past and present. One that we have always known to be true is that creating content just to improve rankings and to say that you “do” content marketing is never going to be good enough. So many marketers get caught up in creating content for content’s sake and find that they’ve wasted hours, months or years developing messages that nobody will ever read or share.