Why Writing Will Matter in 2013Categories: content marketing, predictions, 2013, online marketing
What do you think will happen in the world of online marketing this year? Here at Inklyo, we have one prediction, and it's pretty simple.
2013 will be the year of better business writing. Plain and simple.
In our increasingly social world of marketing, businesses are about to make an important shift. In C-suites everywhere, management teams are changing the way they promote their products and services (check out our infographic for more information on key decision makers and content). While 2012 saw brands using social media to sell their products, 2013 will be the year that companies truly embrace the need to create valuable customer-focused content.
And in order to do that, you're going to need a few good writers.
Content marketing comes of age
Content marketing was the buzzword of 2012. Now that people have begun to better understand the mechanics of social media, the role of quality content has become critical. Spamming followers on Twitter and Facebook with hardsells and unrefined pitches has been proven ineffective. CMOs are beginning to understand that the road to real and lasting engagement involves content that customers want to read, rather than traditional push marketing efforts.
Selling doesn't sell
2012 was the year consumers stopped believing in marketing smoke and mirrors. Over-promotion across a wide range of digital channels, be it email, Twitter, or telemarketing, has conditioned people to ignore obvious avenues of endorsement. The average consumer is now completely immune to ads, understands the value of a pop-up blocker, and regularly opts out of emails. Selling can no longer close the sale. In fact, it can't even catch a consumer's eye anymore.
The new age of content marketing and social business strategy requires marketers to forget about their brand story. No more pitching your competitive advantage or praising your market share. This year will be all about creating content that has nothing to do with your brand messaging. The new world of content marketing will focus on your customer and end backhanded salesman shtick.
Let people tell their stories
In order to be successful in this new marketing environment, brands need to create and curate stories instead of sales pitches. Thought leadership, personal experiences, and points of views on topics that interest your tribe are more important that pushy product releases. 2013 will be the year that companies become publishers, creating a constant flow of creative content across various platforms. The traditional, static corporate website is dead. Accept it and move on.
Why writing matters more than ever
Strategic content is clearly an asset to your company. And yet, rarely do we celebrate those who are responsible for the creation of this critical marketing currency. As Brian Clark of CopyBlogger has noted, you need an author in order to have authority. This is the year that talented online writers will make it mainstream.
Writers deserve your respect
"The increased demand for talented content creators means compensation and respect for the writer will rise." You know it's true when it comes from Copyblogger, so pay attention. Good writing matters now, more than anything. What's more, it matters who is publishing that content on your corporate blog.
Google's new Author Rank tool has the potential to be the biggest algorithmic shift for SEO since the creation of meta data. We'll be posting more information on this tool in the coming weeks, but make note: you need to produce content. No more "admin" posts or anonymous content.