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Odette Van Der Haar-CEO Of The AAA School Of Advertising

969 Words4 Pages

http://contentmarketinginstitute.com/2016/08/content-marketing-trends/ https://www.forbes.com/sites/jaysondemers/2016/08/02/the-top-7-content-marketing-trends-dominating-2016/#2ca96d3d6d74 Submission to Media Update – December 2016
Odette van der Haar - CEO of the ACA on behalf of the AAA School of Advertising. The AAA is a wholly owned subsidiary of the ACA - formed by the industry, for the industry, to feed talent into the profession.
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Content marketing strategies are very dependent on where a brand is in terms of its content marketing maturity.
Research has shown that those companies/brands that have a documented content strategy (and review it regularly) …show more content…

Many more companies/brands are experimenting with paid, native promotion of their content. An article I read online stated that 5 years ago, 80% of budgets were spent on content creation and 20% on content promotion. During 2016, there has been a shift in this statistic with successful companies/brands creating differentiated content and putting some advertising and promotion budget behind …show more content…

Many companies/brands have been sending spam disguised as content every day to key stakeholders. Many B2B companies moved from just sending emails to marketing automation. An article I read online quoted the following stat: marketers use about 10% of the functionality behind marketing automation (10% being on the high side) and in the wrong way.
Content distribution and promotion:
• Here the trend has been to move from less content to more promotion because it is no longer affordable to create and execute on content projects without them ever seeing the light of day.
Organic reach is declining significantly:
• Over the past few years, social media platforms dominated in content marketing because they have traditionally been the most popular platforms for people to get news and information and the mechanism for generating fans or followers and making communications go viral. During 2016, social media platforms—Facebook especially—have been downsizing the level of organic visibility that publishers and brands can achieve without paying money for advertising which is forcing content marketers to think about content production and distribution in new

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