In what usually is a rather uneventful month for news, December proved us all wrong in 2016. A number of newsworthy activities related to the content marketing industry appeared on the radar this month, which could work as a crystal ball for content marketers as we move into 2017.
Trend 1: Buying influencers
As Robert Rose and I covered in a recent This Old Marketing podcast, CNN bought the social media app Beme owned by YouTube celebrity Casey Neistat who amassed 6 million followers through his video blog. CNN is shutting down the app and asking Casey and his team to start a new media platform.
Basically, CNN is looking to target a new audience, one that it believes Neistat holds the keys to. Instead of organically growing a platform or finding a leader within its ranks, CNN just went out and purchased Neistat and his team for $25 million.
Takeaway: Influencer marketing was hot in 2016. Look for influencer marketing to shift a bit from partnering with content creators and distributors to flat-out purchasing them.
Trend 2: Content marketing as defensive mechanism
Earlier this month, Kellogg’s pulled its advertising from Breitbart.com, which has been in the news a lot since President-elect Donald Trump named Steve Bannon, Breitbart’s former chairman, as a top adviser. Breitbart, which Bannon proclaimed is the “platform for the alt-right,” has a very particular point of view, and one that Kellogg’s doesn’t agree with.
Hence, the removal of Kellogg’s advertising from Breitbart’s site.
To combat this, Breitbart aggressively came after Kellogg’s with a DumpKelloggs campaign, where Alexander Marlow, Breitbart News editor-in-chief stated, “Boycotting Breitbart News for presenting mainstream American ideas is an act of discrimination and intense prejudice.” The campaign trended on Twitter and was picked up by all the major news outlets.
Source: Content Marketing Institute