3 Critical Content Marketing Trends that Signal Big Industry Changes Ahead

Content  Marketing Institute:
Right now, the content marketing industry, well over 100 years old, is going through as much change as we have ever seen.
The biggest reason, outside of the fragmentation of media, is that the barriers to entry have been obliterated. 
There were three major barriers that used to exist as a gate to corporate publishing. Though they are no longer a concern today, I did discuss them in detail in Get Content Get Customers (published in 2008). Those barriers included:.....
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There are well over 20 phrases that have been used over the years to describe the content marketing industry. When I started working in the industry in 2000, it was “custom publishing.”  Later, it was “custom media.” Today, at least according to Google, the en vogue term is “content marketing.”
The chart below covers the five keyword phrases that I’ve been keeping my eye on (note: I usually include “branded content” as part of this group, but due to performance issues, I replaced it with “native advertising”).

Some thoughts…

1. “Custom publishing,” doing its best imitation of Kodak stock, is now on the verge of being overtaken by “native advertising.“
2. Notice that “native advertising” arose on the scene just a few months ago and is picking up steam in consumer circles. Native advertising is not the same thing as content marketing, but some people think the terms are interchangeable.
3. “Inbound marketing,” which often refers to top-of-the-funnel content marketing activities, came on strong in late 2008 and seems to be plateauing (here is an overview of the difference between inbound marketing and content marketing).
4. “Content marketing” didn’t seriously hit the scene until early 2009.  In early to mid 2012, the term seemed to gap up and separate itself from the rest of the terms... 
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