In our diseased day and age, it’s hard not to side-eye any reports that claim to know the future of marketing. As we explored last week, marketers should expect the unexpected into 2021, even as they do their best to nail down spending and strategy plans.
But one thing seems clear beyond a shadow of the doubt: content marketing is on the rise.
There’s plenty of hard data to back that up, but you won’t find a more convincing breakdown than this newGrowth and Opportunities in Content Marketing report from the ANA. Using data from 126 senior-level marketers across North America, the study shows a major increase in average content marketing spend — up 73 percent from two years ago, with an expected 42 percent increase two years from now.
Why? A recent Contently article sums it up pretty well: “content is everything now.” If your business wants to engage customers over time—that is, through and past the downturns of Covid Time—high-quality content marketing is the most effective (not to mention the most cost-effective) way of doing so.
Things are happening
Taboola and Outbrain are merging.
Our good friends (and clients!) at Ceros just raised a full $100 million to help brands create high-level “digital experiences” without code. Especially relevant in a time where in-person events are on indefinite hiatus.
Content marketing platform NewsCred is spinning off its services business to focus exclusively on technology.
The NYT has a report on how the pandemic has been a wake-up call to the “bloated” ad industry. Take it from us, folks, the lean life is where it’s at.
This agency is editing it’s pre-Covid ads, adding in CGI masks, editing out claustrophobic scenarios, and putting on a more serious face.
Media folks will enjoy this (very long) profile of NYT Styles editor (and early 2000’s blog refugee) Choire Sicha.
18 former Deadspin writers are starting a new collectively-owned publication called Defector—i.e. trying to figure out how to form sustainable small business while the rest of media burns in a trash fire.
What We're Listening To
Missing our Brooklyn office (and the 90s) has us bumping some iconic East Coast rap in tribute. OG readers of our newsletter know that this is kind of our M.O. but still, Biggie’s been hitting a little different lately. And it’s not for nothing that this is one of the best album covers of all time.