What’s Next for Social Media and Content Marketing?

by Matthew O'Brien on December 5, 2012

I recently spent some time looking ahead to what we should expect in 2013 in the overall webscape of social media, content marketing, mobile and more. Like many others, we consultants want to share with you what we know about the web landscape, how innovations can help drive your social media marketing.

And what I’ve found (with the help of some other online experts) is that your company’s behavior, practices and consistency online in social, content and marketing will matter more now than ever before. Social media experts and web marketers everywhere are wondering…

  • What’s next in the mobile web? What’s next in mobile device payments?
  • What innovations in small business content and web marketing will we see more of in 2013?
  • Will Google + finally fulfill its ambitions with online users?
  • Does Pinterest matter for content marketing? How can companies best use the photo service?
  • Where and how does Facebook fit into all of this?

Let’s check out what some of the top names in Internet marketing are finding:

– Ryan Holmes (Hootsuite’s CEO) described his thoughts on expected social web trends in 2013 to Fast Company. In the article, Holmes noted some obvious factors we’ve already seen plenty of in 2012, like continued growth for mobile social media usage and social advertising.

I think we’re so already there, with everyone I know checking social media feeds and content opportunities online using their mobile devices. And need I say more about the ubiquity (and irritability) of social advertising? It’s already here, especially if you’re downloading free apps.

But one area stuck out from the Fast Company article: how social media education is going to become more formalized in companies. I think that’s a good thing. Holmes writes:

“Social media skills will join email as part of basic business literacy in the digital age. Perhaps most critical of all will be social media compliance training to ensure that workers in sensitive industries from finance to healthcare uphold regulatory standards while taking advantage of social media’s benefits.”

If companies want to truly understand and take advantage of social media and content marketing benefits, they should also work with their agencies to bring in added value to the education process. Having experts bring their smarts to companies can result in a better overall understanding of how the Web works on a daily basis.

– JWT (well-known marketing agency) just released a new report “10 trends that will shape consumer mindset and behavior in 2013” which studied about 500 American and 500 British adults (and 50 U.S. teenagers and 50 British teens) in November 2012 to gauge their thoughts on a variety of cultural and societal factors.

What stood out for me was another look at how the Web is being embedded in all of our everyday objects (eyeglasses to socks to bikes) and how we will all be engaging with the Web in future years. This has implications for trends in mobile, social and data technologies, according to JWT, and how we as consumer choose to respond to all these tech pulls.

– And in another study, a UK firm found that 65% of British consumers surveyed say that they would stop using a brand that upset or irritated them as a result of their social media behavior. Did you read that correctly? Your firm risks losing customers if you don’t get your social media ducks in a row. Knowing when to find consumers online, knowing how to approach them and knowing what works with consumers with social media and what doesn’t will become a critical marketing point for your company in 2013.

Creating a holistic social media-content marketing strategy for 2013 could be one of the best things your company can do right now. Knowing that a majority of your customers will be accessing your products or services online, and perhaps from their mobile devices, is a roadway you want to stay on.

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Looking Ahead – Content Marketing and Social Media Plan for 2013
December 6, 2012 at 7:32 am

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Lana Brown December 19, 2012 at 1:23 am

This post looks great. Now, it’s clear to all that the company’s behavior, practices, its online consistency in social, content and marketing areas are going to be matter the most in 2013, the coming year ahead. For social media experts and web marketers, this ultimate news is going to result in an outstanding way. For any company, it will great to create a holistic social media-content marketing strategy for 2013. All the best to all.


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