Do you remember 2019?
We were all on the Altstadtstrasse with Lil NAS X, while we watched the slow soap opera, which developed over the pond.
That was only six years, but everything from this time feels as if it were in a museum.
At that time it was our hottest debate whether pineapple belongs to pizza. Easier times, right?
I wander off.
At Content Marketing World this year my friend Joe Pulizzi gave 7 laws for the success of content marketing in the next decade: the 2020s.
So much has changed in the middle of this time. It is time to update these laws for the new reality.
Marketing is located at a different bowing point. Generative AI Krankert content at warp speed, trust in the media hangs on a thread, data and cookies from third-party providers (as Miracle Max may say) “mostly dead”, and the audience are more skeptical than ever before.
Over the next five years, those of us who love and practice content marketing, more creative, ruthless in priorities and more strategy than ever before.
These new content marketing laws will help you to survive in 2025 and to dominate by 2030. Take a look at the video for quick setting and then read on for the deep dive.
https://www.youtube.com/watch?v=tpyque1urbo
Law 1: Always orchestrating (internal buy-in is for amateurs)
The biggest threat to content marketing is not a lack of great ideas. It is the inability to prove the anxious executives how valuable content marketing can be.
In 2025 it is not enough to sell content marketing internally. If you haven't got it in the meantime, no successful case studies will be packed in a PowerPoint presentation. Today you have to force the integration of valuable content programs in the teams.
Marketing has become content marketing. Lean into this fact and do not try to sell content marketing as an independent function. Let us assume that you have permission to market – and create great content as a function.
The following I mean: Instead of spending time with making a case for this separate publication, event, community, newsletter, podcast or resource center, make one of these things a core of the entire marketing plan.
The new way: Find the strategic effects of everything you want to create in an intelligence dashboard and present it in front of managers. To attribute the involvement of income, knowledge in the binding, effects on the customer experience and everything that has an impact.
Make your ownership strategy (content marketing) impossible to ignore. Make it part of the marketing.
Law 2: Create a content business, no marketing hobby
The second law is to escalate your ownership media efforts with several goals and goals.
The most successful brands treat their property in media like a company within the company, not a fluffy thinking.
AI-operated content pam will soon be everywhere. Trust in advertising is simply not there. The audience is starving for real, differentiating and uplifting experiences.
Successful companies do not use their ownership media platforms to sell products – they monetize them in a variety of ways. They build their content marketing real estate to offer the company several lines of value.
For example, a small loan union with which I worked with the company blog last year. The blog that was developed to inspire the trust in the Credit Union brand and create commitment provided a good brand experience and a lot of traffic and commitment.
But the company saw it as a secondary employment compared to the “real marketing”, which took place elsewhere.
Today the newly launched blog is considered a “marketing multiplier”. The content team performs it like a media business, whereby internal ads aim for topics to attract high-ranking leads. Surveys and surveys on the location offer market research in the input and first provider data that the marketing team uses for targeted advertising.
The company expanded what was referred to as the “The Blog” to a content brand – which branches into a podcast and physical events – and a platform on which the brand offers added value for its community. It is now just as strategic as the company's financial products and services.
The new way: Create your content marketing strategy -win and loss (P&L) in 2025. Make sure that your own media platforms as company goods are considered to be more worthy.
Law 3: buy, steal or partner (just don't start from the front)
The introduction of a brand new strategic content initiative from Zero plays in hard mode.
Consider a partnership, cooperation or purchase of an audience before committed to the long route. Why add an e -mail list for two years if you can acquire an existing one overnight?
An established content or media brand may not only offer a considerable, subscribed audience, but also a high degree of brand confidence that can increase your efforts immediately.
For example, Country Music Stars Morgan Wallen and Eric Church worked together last year to buy the legendary brand field & stream. They plan to expand the renowned print magazine in Outdoor Music Festival, a clothing line and a digital publication.
The new way: Before you decide for the first (or ninth) blog, the podcast or video series of your company, you can see if someone has already had the desired audience out there. Then go through a buy-against-building analysis.
A company (or one person) may already have an audience and still fights to expand it alone. Link the grinding and take what is already working.
Law 4: Build a supply chain in terms of content (no garbage container fire)
AI-generated content flood the market. Over the next five years, the winners will not be the ones who produce the most, but those who design content processes that scale intelligently and creatively.
Content marketing not only produces more and more digital assets. It should work like a precision -motored machine. If your content is not created for prioritization and reuse of content, you are already falling back.
Follow these steps – iDeierer, create, produce, act, activate and measure – to align the content processes to business goals. This structured workflow transforms content from an ad hoc effort into strategic business.
The new way: Stop treating content like an infinite to-do list. Create a structured, scalable supply chain in terms of content that works like a precision factory.
Law 5: End the content free of charge (structure, day and follow everything)
If you still publish content without structured metadata, you will lose a considerable amount of value. Unstructured, unique content can just as well go to the digital landfill-good luck with all of this.
One of the most valuable use cases for generative AI is the ability to manage structured metadata, keywords and pattern recognition – and the conversion of your content library into a very valuable, organized knowledge basis for your company.
Consider two current projects.
In one case, a technology company tried to integrate a chatbot for customer support and trained it with the help of the company's existing aid documents. Since the content was unstructured and out of date, the company faced a massive challenge – to search out outdated information and ensure that the system “forgot” the wrong material.
Conversely, a B2B manufacturer spent a lot of time building a well-organized taxonomy and a structured framework for its pioneers and instructions. If it needed an automated filter system, it simply used its existing metadata and tags. With this work in advance, the company made an effective solution implemented quickly and seamlessly.
The new way: Invest in semantic tagging, structured content models and modular assets. Their content should be sound, measurable and dynamically repurpositive. If you do not treat content like a structured data assets, leave money on the table.
Law 6: Your own audience is your last competitive advantage
Although Google goes back from the cookie of third-party providers, the data for first providers remains the best way for brands to benefit from personalized and targeted experiences.
The only thing that is certainly important in 2030 is an audience that you can address on your conditions – and who wants to hear from you.
Interactive content (configurators, price tools, surveys, surveys and games) change the way brands interact with potential customers.
However, the real value does not result from the current examination of this customer. It comes from the use of the provider data that comes from these applications, with which you can make the entire experience of the customer more relevant, specifically and more valuable and valuable than anything you can get elsewhere.
The new way: Do not give up to the new pressure to postpone everything to social media or to pursue the search results of the AI. Build the home of your empire on your lawn. E -mail newsletter. Private communities. Exclusive memberships.
Brands that control their public pipeline will be the last.
Law 7: Say 'No' more often (mediocre content kills brands)
Content marketing errors do not come from bad ideas. They come from too much mediocre content instead of concentrating on producing a few brilliant things.
Every marketing team believes that it can do a blog, a podcast, a YouTube channel, a tikok, a LinkedIn newsletter and a research arm. But most cannot. And those who try to suck some of them.
The new way: Start a stop list. Be ruthless. Concentrate on one or two really extraordinary experiences of content that your brand has, maintain and dominate. Depth wins. Half -degree not.
In the future
If you follow these seven laws, make not only content marketing, but an unstoppable content business:
- Law. Always orchestrate. Stop to ask a buy-in. Areation of claims.
- Law 2. Create a content business, no marketing hobby. Content should pay for yourself.
- Law 3: Buy, steal or partner. Do not waste time from zero.
- Law 4: Build up a content chain, no garbage container fire. Structure wins.
- Law 5: End the content free of charge. Every asset should be persecuted and reusable.
- LAW 6: Your own audience is your competitive advantage. If you don't own the audience, you will not have your future.
- Law 7: don't say more often. Cut the mediocre. Concentrate on the extraordinary.
Content marketing in 2030 will not be recognized. The only brands that are still standing are those that treat content like a company, not just marketing tactics.
It's your story. Tell it well – loud, brave and without apology.
Robert Rose consults and organizes workshops to support marketing teams in organizing their marketing processes in all types of technologies – including the generative AI. Contact him to learn something about these programs.
Hand injured content:
Cover picture by Joseph Kalinowski/Content Marketing Institute
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