2011: The Year of Content

If 2010 taught us anything, two lessons would emerge that will shape how companies will spend their marketing budgets in 2011. The first lesson is that traditional media has become less dependable outlets for companies to communicate to consumers. That is due in part to the second lesson: social networks continue to morph into news delivery and sharing platforms.

For example, Twitter recently explained its long-term vision to focus not just on social connections but rather on connections between tweeters and relevant information. Not only is Twitter important when discovering interesting original content, but also the curation of content from the people and brands users follow.

Facebook has increasingly positioned itself as a sharing platform beyond just status update with the “Like” button. In 2010, users shared one million links with friends through the social platform. The “Like” button is an instant tool for marketers to allow readers to share interesting content with friends across their social graph. With over 100,000, websites currently using the button, and growing daily, the platform has become an important component of content discovery.

The development and focus of content discovery and sharing through social platforms usher in a new focus for companies when deciding where marketing budgets will be spent. Content will be the differentiator in 2011, as companies explore new ways to attract prospective customers and engage their existing base.

The ability for companies to create their own content, deliver through social networks and direct users back to corporate-owned websites will be a defining point of setting themselves apart from their competition in 2011.

Advertising, marketing, and public relation firms will begin to craft programs that integrate branded content into overall marketing campaigns. Public relations professionals are better positioned to take on the role of content creators due to being natural storytellers.