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Date posted: January 2, 2014

Out with the old, in with the new!

Moving from one year to the next always seems to prompt consideration of change. For those who follow this blog, you’ll see that we’ve joined in wholeheartedly— revamping the look and feel of our website with an eye towards making it more dynamic and easier to navigate for our readers.

This is, at one level, a function of content marketing, and so we noted with interest a recent post on CMS Wire which looked at how content marketing changed over the past year. Among its observations:

  • Content marketing is not limited to text-based articles, with visual content now being created at an accelerating rate.
  • The growing focus on content marketing confirmed research conducted by eConsultancy just before the beginning of the year: 90 percent of in-house marketers believed that content marketing would grow in importance over 2013, while their agency counterparts presented a similar figure with 93 percent agreeing on its growth of importance.
  • As consumer interaction has moved to the fore in marketing strategy, content has secured a position as the best method for the job.

Rising above the deluge of content remains a central concern, with companies coming to understand you can skin a cat with more than text. As such audio, video, and graphic content is coming increasingly to the fore, in B2B as well as B2C strategy, something we’ve seen firsthand with our podcasts and video scripting and production.

An increasing focus is on omnichannel consumers, as marketers are now dealing with desktop browsers, mobile browsers, app users, e-book readers and tablet users in addition to traditional media. The upshot: where customers come from and how they are looking at your content is as important as the content itself. CMS Wire suggests that marketers need to move beyond “library” thinking and instead distribute their content to the most relevant sections of the online community.

Finally, as we’re charting change in content marketing, we’d like to direct you to one of the most visually arresting posts of the last year: Philip Bump’s article on The WIre about the best charts of 2013. Everything from how Americans use language (water fountain, drinking fountain or bubbler) to maps of the Internet to an amazing visualization of every shot taken by Lebron James in the final game of the 2013 NBA championship. These charts are truly a feast for the eyes, and may change how you’ve thought about a number of things.

After all, change is typically a good thing, for as Lao Tzu told us about 2,500 years ago, “if you do not change direction, you may end up where you are heading.”

Cheers. Happy New Year!