In 2015, we reached peak content marketing. Even Gartner has content marketing entering the “trough of disillusionment.” That means we’re going to be suffering from the hangover as things get real. Marketers’ tenacity to stick with the game plan will be tested and we’ll see some “me too” content marketing efforts stutter and stop.
But the marketers who stay the course and focus on their strategy (and measurement) will emerge as long-term winners, both for themselves and the brands they represent. Budgets will continue to grow, but will require more justification than ever. 2016 will not be the year for the weak.