Brandscaping hinges on creating relevant, frequently delivered, compelling content that engages, inspires, and informs your audience -- just like the media companies of old. Except, in a brandscaper’s world, you don’t have to rely on the media alone for access to your audience. You don’t have to rely on traditional journalists to write stories and magazines to publish them. You don’t need television and radio stations to produce shows, or professional photographers to shoot images. In a brandscaper’s world, you forge content relationships, pool your financial and media resources, and share your audience with those who have something to offer. In return, you get access to their audiences, too.”
It’s an awesome idea and we’re going to see more of it. So explore this idea to see how you might be able to use brandscaping in your practice.
3. Content Cornerstones
I’m struggling with how to articulate what I mean by this, but basically, I believe that organizations will begin to build primary content bases and use secondary content to decorate or illustrate ideas. Different from a central hub, or a website or blog that houses all of your content, content cornerstones are topical content areas that allow you to display your full understanding of a topic or industry corner. Think of the microsite, but not on a microsite.
A good example of this is Mebox. This software allows organizations to add secondary content to video. Plus, it makes sharing that content really easy. It’s really a boon for marketers.
Another option for marketers that gives them the ability to combine content and tell stories in a new way is Prezi.
I think in 2013, you’re going to see many new tools and technologies emerge to solve some of the problems we face on a consistent basis as content marketers. Scout for the ones that solve your clients’ current challenges.
4. Lead Funnel Conversations
What’s the number one rule in any detective work? Follow the money. So too, content marketers are going to need to truly understand how their clients make money.
What drives revenue? In most places, it’s leads or prospects. These are the people or other companies you can sell your products or services. Therefore, as an industry, both in content strategy and content marketing, you’re going to see people start to talk about lead funnels, lead generation, lead scoring and conversions. Did you know what ROI was four years ago? Expect the same for the lead funnel.
5. Photographic Content
It’s already happened with Pinterest and Instagram. So too, we’ll continue to see a steady rise in the fascination people have with pictures. That doesn’t mean text will die on the Web. Rather, it just gives you more choices for how you choose to display your content.
What do you think 2013 will bring?
Editor's Note: Interested in revisiting Ahava's 2012 predictions? Read Content Strategy: 3 Predictions for 2012