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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 04, 2012

Content Marketing Trends 2013

Yes, content marketing is here to stay for B2B marketers.  The biggest shift is in the goals and execution, according to Curata’s Marketing Trends 2012 report.  Key findings:

  • The ROI stats are in, but more needs to be done to measure success.  Almost 30% report a 25% increase in in-bound leads due to their content marketing efforts.  Even though 43% do not know if content marketing has created leads, that’s not slowing down the popularity of this strategy.  Usage is up from already high figures — 87% vs. 82% last year.
  • Priorities have shifted.  Driving thought leadership and educating the market has edged out engaging customers.  If you are doing this already, watch out for more sophisticated competition.
  • Biggest area of evolution is in content curation (i.e., distributing content that isn’t yours).  While 57% reported using curated content, only 35% are only six months into it.  Heads up…this is the hole in the market we can fill.  It is also a great opportunity for experts who need their content distributed.

Translation:  becoming a thought leader is now a branding tool.  Which means that the bigger B2B firms will flood the online marketplace with content to drive sales.  Which means that the definition of who is a thought leader has just gotten more strategic.  If you haven’t brought your “A game” by now, do it.  The train is leaving the station.

The key question:  will being a thought leader become a commodity?  My pessimistic bet is yes.  Will it happen next year?  Maybe not.  Watch out in 2014 though — “thought leaders” will definitely flood the market by then.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.