Spin Sucks 168: Look Who Values Content Marketing!

It’s hard to believe it’s been 12 years since Content Marketing Institute and MarketingProfs began their trends and insights report, but here we are. And what a year this 12th year has been!

The report looks back on the past 12 months, of course, and includes expectations for 2022. It also asked the impervious question: what did the pandemic change most about your organization’s content marketing strategy or approach? 

The key theme they found is that the pandemic awoke a sleeping giant in content marketing. Without in-person events and face-to-face selling, many who had previously paid little attention to content marketing suddenly became aware of its power. More content marketers got a seat at the table and helped keep many businesses on their audiences’ radars. Some discovered new audiences altogether.

The research also confirmed what many of us already know: content marketers are some of the fiercest business pros around. In the words of CMI in the report, “In the most difficult of times, they get the job done—and many come through more creative and stronger than before.”

Amen. And, because content is my first love, I love reading this report every year to see where my business is excelling and where we need to improve. It also gives us great fodder when discussing content marketing—or owned media as we call it in a PESO Model program—with clients.

This is why this is the topic du jour for today’s episode of the Spin Sucks podcast.

Resources Included

* CMI Report

* Spin Sucks Blog Post: Why Communicators Must (Finally) Embrace the PESO Model 

* Spin Sucks Blog Post: New Survey Shows the Top Challenges Communicators Face

* Spin Sucks Community