Chad Pollitt is VP of Audience and Co-founder of Relevance.com, an online publication solely dedicated to helping marketing and communications executives solve their online content visibility challenges. A member of a Forbes Top 100 list, Chad also authored “51 Things Your Mother Taught You about Inbound Marketing.” He has contributed to industry media outlets, including the Guardian, Huffington Post, Social Media Today, Business2Community and LinkedIn.Read All Predictions>
Content marketing adoption rates will continue to decline
Notice I said continue to decline. Most people are aware that since last year to this year, content marketing adoption has actually declined according to the Content Marketing Institute. Now, they chalk this up simply to them changing the definition of what content marketing is.
But the fact of the matter is only 38% of B2B brands say they’re content is indeed effective. That’s a lot of failure, folks. And I don’t know about you, but I’d say that my company, if I was not effective in my investments in content marketing over 6 months, over a year—or if it’s an enterprise, a quarter—if I can’t show return on my investment, how long do you think brands and companies are going to invest in something that’s not showing a return? Not very long.
So, I believe that we’ll continue to see declining rates of content marketing—but there’s a silver lining. Overall, the content marketing economy will continue to grow. And the reason it will grow is because those brands that have seen success—or even have broken even—they’re going to double, triple down on content marketing and the economy will continue to grow.