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Content Strategy: 3 Predictions for 2012

I have been thinking about this column for weeks: what will be the big trends in 2012 in content, content strategy and content marketing? You know what?

My crystal ball is cloudy, my tea leaves are clumped together and my tarot cards are ripped.

I just have no idea. Do you?

I looked back on my predictions for 2011: content strategy vs. content marketing, mobile content strategy, the Semantic web and trackable content.

So they were all (ok, mostly) on target, but at the end of the year there were so many things that were unpredictable: Google Panda, Facebook changes, Facebook numbers dropping off because of privacy concerns, Google + — should I keep going?

So what do I really think will happen in 2012? Besides what the Mayans think?

#1. Content Curation and Content Channels

It’s been tried before, and it’s still being tried on Google + with circles. At the end of the day, we all want content that is relevant to us and we want to find a way to sort through the garbage and access valuable content.

I think companies will find more success with content curation for consumers, but in a way that’s personally vetted to suit their particular tastes.

#2. Responsive Design

As we create and invent more and more devices that we use to access information (where is that newborn baby robot anyway?) we need to have better methods of content delivery and display.

Responsive design might not be the end tool, but it’s on the way to getting us to the place we need to be in terms of browsing on different devices. We need more thinkers actively engaged in better methods of display and delivery.

#3. Better Integration of Marketing and Communications

There are still places where the IT department and the communications people don’t talk to each other: they are fast going the way of the dinosaur.

In 2012, you’re going to see decision makers understanding how they need to better integrate their teams for effective content strategies and executions. This means the social media people are trained on customer service principles and the marketing people understand about mobile displays and structured content.

You just cannot get away with saying that’s not my job, or I don’t need to know about that. There are no more excuses, as we move towards a synthesis of communicators and technologists who believe that the best part of a society is how fast, how effective and how smart we can deliver our messages.

So raise a glass. It’s been one hell of a year. Expect things to get even bumpier — and therefore, even more fun.

Editor's Note: You may also be interested in reading:

About the Author

Based in the Washington, D.C. metro area, Ahava Leibtag is a Web content strategist and writer. She leads AHA Media Group, a Web and content consulting firm operating since 2005. She authors the blog Online it ALL Matters.

 
 
 
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