Welcome to my site, where you'll find my thoughts on the communications industry (work), sport, as well as some more personal musings. Please use the form on the contact page if you'd like to get in touch.
Each year, I make a stab a what the digital marketing and social landscape will look like in the year ahead. Some of my predictions don’t come to pass, some are a little too early, and some are sort of in the right area. It’s probably a little more pessimistic than previous years as well.
You may disagree, or may want to expand on what’s written below. Either way, please do leave a comment about any of the ideas expressed.
Onto the predictions. One phrase that has been bandied around a lot towards the end of 2017 has been from publishers proclaiming their "pivot to readers". At a basic level, this is the publisher's way of saying we'll no longer be beholden to platforms like Facebook and Google and will concentrate on building our own brand through focusing on our core readership instead.
Years ago, in journalism training, one soundbite on how to grab attention on an opinion piece stuck with me: “Ultimately, a brilliant article that nobody reads is an article that nobody reads.”
The same could be said for content marketing.
That’s not to say producing branded content is a waste of time and budget but without proper planning and strategy, it will as likely just become digital landfill, no matter how good the writing, imagery or production values are.