For this special holiday wrap up blog post, we caught up with some of the greatest minds in content marketing to ask them about their favorite moments of 2017 as we wrap up the year and prepare what's to come in 2018.
Here's what they had to say:
Adam Franklin@franklin_adam Adam Franklin is the co-author of Web Marketing That Works - an Amazon #1 best seller. He is also the host of an iTunes podcast, a professional speaker and the Marketing Manager of Bluewire Media – the marketing education firm he co-founded in 2005. Adam’s Bluewire Media blog was Australia’s #1 business blog in 2015 his weekly 'Bluewire News' email goes out to over 29,000 readers worldwide.
Looking back on 2017, what was your favorite moment in Content Marketing?My favorite moment was seeing marketers from all over the globe gather in Cleveland for Content Marketing World.
What are you looking forward to most in 2018?The rise of video on Facebook, Instagram and LinkedIn. I'm excited that business owners and marketing managers can easily leverage video without the hassle of time-intensive video production and editing. 2018 will see more business people point and shoot on their smartphone and post the video straight to social media, resulting in higher levels of impact and interaction.
If you could recommend one article/book/piece of content from 2017 that all content marketers should read, what would it be?My favorite article from 2017 was Why you should never call yourself an Internet Marketer on the Growth Lab blog.
Andrea Fryrear@andreafryrear Andrea is the president and lead trainer at AgileSherpas, a training, education, and consulting company designed to help marketing teams transform the way they manage their work. She is a sought-after international speaker on the intersections of Agility and marketing, having appeared recently at SXSW, Content Marketing World, MarketingProfs B2B Marketing Forum, MarTech San Francisco, and The Business Agility Conference to name a few. Her most recent book, Death of a Marketer, chronicles marketing’s troubled path and the steps it must take to claim a more Agile future.
Looking back on 2017, what was your favorite moment in Content Marketing?My favorite content moments in 2017 would be the amount of times I've been talking to a marketer about Agile and seen them start nodding right away. They either nod because they're using some form of agility in their marketing, or they know they should be and they're excited to talk about the possibilities. The nod is new this year. The fact that Agile is making its way into marketing is definitely my favorite (or favourite for my non-American friends;)
What are you looking forward to most in 2018?I'm looking forward to Agile marketing teams maturing even more so we can start to tackle some of the more advanced problems. This year has seen a lot of discussion around how to start being Agile, which is amazing, but there's even more to explore when it comes to career paths in an Agile environment, changing cultures to support Agile more completely, leading Agile marketing teams more effectively etc. etc. I'm really excited to watch the movement grow and grapple with these issues.
If you could recommend one article/book/piece of content from 2017 that all content marketers should read, what would it be?I feel like I'm supposed to plug my own book here but that always seems so self-serving (and against the content marketing spirit), so go read Scott Brinker's Hacking Marketing. It's clever (like laugh out loud on the plane clever) and clearly written and makes a very strong argument for the inevitability of Agile marketing.
Elena Verlee@ElenaVerlee Elena Verlee is a passionate communicator with two decades of brand building experience. Elena’s PR agency provides PR and content marketing for technology companies and venture capital groups to promote them in the US and Canada. Elena’s goal with publishing this blog site, PR In Your Pajamas, is to give back to her community and help educate marketing peers, entrepreneurs, small businesses and non-profits to get heard, get known and get talked about so they can change the world. Elena has been named twice in a Forbes list as one of “20 Women for Entrepreneurs to Follow on Twitter” and “25 Most Influential Women Tweeting About Entrepreneurship”.
Looking back on 2017, what was your favorite moment in Content Marketing?Content Marketing World. It’s where I get to re-connect with friends in the industry and at the same time pick up valuable tips whether in a workshop or simply chatting with someone sitting next to me at a session, booth or breaks. Oh, and working with Mintent!
What are you looking forward to most in 2018?A sabbatical.
If you could recommend one article/book/piece of content from 2017 that all content marketers should read, what would it be?Jason Miller and the team at LinkedIn came out with B2B dinner for 5 which was really cool. Now they have a print magazine. My kitten and I are reading it from cover to cover.
Ian Cleary@IanCleary Ian Cleary is the founder of RazorSocial and Co-founder of OutreachPlus. He is a passionate content marketer with a strong knowledge of technology. He writes for Forbes and Entrepreneur.com and loves being on stage inspiring, educating and entertaining! Ian works with some of largest brands around the world on digital marketing campaigns but he specializes in content marketing and influencer marketing. He believes that technology can give you the edge that you need in todays' competitive market.
Looking back on 2017, what was your favorite moment in Content Marketing?My favorite moment is 2017 was being at Content Marketing World where I met many inspiring content marketers. It's an awesome show full of very talented people. At that show I also got a chance to meet the team at Mintent and see the amazing things they are doing with their product to help content marketers become more effective. During the annual awards at Content Marketing World, I loved listening to how brands are adopting content marketing in a big way. For example, HBF in Australia provide health insurance and they wanted to attract a family audience so they created 'Direct advice for Dads'. A site which gives advice to dads from dads. This attracted a very large audience very quickly. It shows that there is still massive potential to grow niche audiences that are super valuable to your business if you are smart of the niche you pick.
What are you looking forward to most in 2018?I think we'll see many practical examples of how VR can be used in the business world. For example, I think Facebook spaces is very exciting for the business world as it has the potential to transform how we train people, have meetings, run conferences etc. At the moment it focuses on connected with friends, but watch out for Facebook spaces for business.
Katie Martell@KatieMartell Katie Martell creates buzz and drives demand as an on-demand marketing consultant based in Boston. She has been named a "marketing expert to follow" and a top marketing writer on LinkedIn, with a decade of marketing experience including CMO and co-founder of Cintell and Director of Buzz at NetProspex (a D&B company). Katie is a frequent speaker and emcee at conferences including TEDx, INBOUND, and MarketingProfs, and serves as the Co-Executive Director of Boston Content, a community of over 1,500 content professionals.
Looking back on 2017, what was your favorite moment in Content Marketing?The content marketing industry in B2B reached a pretty important milestone in 2017 -- Content Marketing Institute found that, in 2017, B2B marketers rate their organization's content marketing success either somewhat more successful (45%) or much more successful (17%). We're getting better at this thing! Personally, my favorite moment of 2017 was taking the reigns of Boston's largest nonprofit organization for content professionals - Boston Content. We're over 2,000 members strong as together we navigate the ever-changing role of content professionals.
What are you looking forward to most in 2018?Creative, out of the box (literally), effective content used to fuel Account-Based Marketing. I am brainstorming with my clients on exciting direct mail pieces, account-specific touchpoints, and other ways to ensure content is laser-targeted and meant to engage specific accounts.
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