2011 Trends: Content Marketing Is Critical!

Creating effective, breakthrough advertising has always been a challenge for marketers, as well as for the agencies charged with the task. But the classic interruption-disruption model of advertising is moribund. Marketers should ask themselves five questions about the magnetic content they are seeking to create to determine whether it will be truly attractive to their audience:

  1. Is the content unique?
  2. Is the content useful?
  3. Is the content well executed?
  4. Is the content fun?
  5. Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?

Marketers should base their magnetic content ideas on well-researched customer behaviors, attitudes and lifestyles. This entails altering your emphasis in marketing from “selling product” to identifying and solving a consumer need or want that transcends or complements the physical product or service you are selling. Ask yourself this critical question: Besides your product, what can you do for the consumer?

Geoff Ramsey—CEO, Co-Founder

2011 Trends: Content Marketing Is Critical

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2011 Trends: Census Highlights Demographic Shifts!

Next year, eMarketer forecasts 32.2 million Hispanics, or 62.9% of the US Hispanic population, will be online. The results of the 2010 census could push those estimates up even further.

While the bureau has consistently projected strong growth within minority populations through 2050, the new figures for all races may change more than the bureau projected.

The census’s open-ended questions on racial and ethnic background—including a write-in answer for filers who did not feel their background could be explained by a single check-box answer—caused much confusion and comment.

It is still unclear how respondents identified themselves and their families.

2011 Trends: Census Highlights Demographic Shifts

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How Many Marketers Are Using Social Media?

Nearly three-quarters this year

As consumer usage of social media continues to increase in the US and around the world, marketers have transitioned from cautious engagement to full deployment.

Next year, four in five US businesses with at least 100 employees will take part in social media marketing, eMarketer estimates. That’s up from just 42% as recently as 2008, and the number of marketers using the channel will continue to rise through 2012.

“Marketers that have spent the past few years ramping up their internal social media marketing infrastructure—and their presence on sites such as Facebook and Twitter—will take social media to new heights in 2011,” said Debra Aho Williamson, eMarketer principal analyst and author of the new report “Social Media in the Marketing Mix: Budgeting for 2011.” “And as they do, they will evolve the way they market across all media, not just online.”

How Many Marketers Are Using Social Media? .

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