43 Expert Tips on Future-Proofing your Content

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On How to Future Proof Your

Content Strategy Against Content Shock

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Table of Contents

Jeff Bullas .................................................

Lee Odden ................................................

Steve Cartwright ..................................

Donna Moritz ........................................

Rand Fishkin ............................................

Sujan Patel ...............................................

Larry Kim .................................................

John Rampton ........................................

Ian Cleary .................................................

Barry Feldman ........................................

Neal Schaffer ..........................................

Rebecca Lieb ...........................................

Brian Honigman ....................................

Sam Hurley ..............................................

John Hall ...................................................

Andy Crestodina ...................................

Martin Jones ...........................................

Lilach Bullock ..........................................

John Jantsch ...........................................

Buddy Scalera ........................................

Ted Rubin .................................................

Juntae DeLane .......................................

Carla Johnson ........................................

Chad Pollitt .............................................

Pratik Dholakiya ...................................

Ron Sela ....................................................

Aaron Agius .............................................

Glen Gilmore ..........................................

Lina Wang ................................................

Pawan Deshpande ................................

Michael Gerard ......................................

Cameron Conaway ...............................

Tom Webster ...........................................

Cassio Politi .............................................

Meryl Evans .............................................

David Burn ...............................................

James Malone ........................................

Russell Sparkman .................................

Bernie Borges ........................................

Jonathan Crossfield .............................

Jeff Herrmann ........................................

Colleen Jones .........................................

Randy Krum ............................................

25 26 27 28 29

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Jeff Bullas

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Entrepreneur and Blogger

It means keeping an eye on emerging content trends and networks that are cutting through the growing noise and clutter.

It is a continuous process. It means keeping an eye on emerging content trends and networks that are cutting through the growing noise and clutter. The fast changing social and mobile web demands it. That means testing emerging networks and content like SnapChat, Instagram stories

HIS BLOG POST

and Live streaming. What worked last year doesn't mean it will work today. The use of "Artificial Intelligence" and marketing automation will also become vital to scaling and measuring your marketing effectiveness.

21 Secrets Behind Viral Infographics

DISTINCTION / AWARD

Top Digital Marketing Influencer 2016 (Onalytica)

@jeffbullas

jeffbullas.com

43 Expert Tips on How to Future Proof Your Content Strategy | 03

Jeff is a digital entrepreneur, marketing blogger, keynote speaker, digital strategist, consultant and best-selling author. He works with companies and executives to grow their online businesses through social, digital and marketing automation. His blog receives over 5 million visitors a year, and he has spent most of his business career involved with information technologies, telecommunications and the web.

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Lee Odden

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CEO of TopRank Marketing

Content that is co-created with customers that share values and interests with the brand is powerful, sustainable and

stands out.

The overabundance of content that gets ignored is an issue for marketers that don’t differentiate or engage their audience to participate in content creation. Imagine if a brand regularly involved their customers and community in content creation and the

HIS BLOG POST

inspiration to share and engage that would result. Content co-created with customers and a community that shares values and interests with the brand is powerful and sustainable content that stands out and energizes all involved.

21 Secrets Behind Viral Infographics

DISTINCTION / AWARD

25 Social Media Marketing Experts to Watch (LinkedIn)

@leeodden

toprankmarketing.com

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Lee Odden is the CEO of TopRank Marketing, a Minneapolis based digital marketing agency specializing in strategic internet marketing consulting services. He's provided digital marketing consulting and services for some of the leading B2B and B2C companies including: McKesson, BT Syntegra, Virgin Pulse, Marketo, LinkedIn, and Dell.

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Steve Cartwright

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Digital Business Growth Expert

Create an active marketplace for your products by building your own social media followings and email lists and becoming a leader in your niche.

The best way to protect against future content shock is to utilize your content to build up your own content delivery networks. If you imagine being able to create a piece of content and then putting this content in the hands of hundreds of thousands of interested audience members, this

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can be achieved by building up your own social media followings and email lists and by becoming a leader in your niche. This way, you create an active marketplace for your products or services, which guarantees you remain relevant and active in the eyes of your audience.

A Realistic View of How Content Marketing Works

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The Top 5 Content Marketing Influencers to Watch in 2016 (ScribbleLive)

@FX_Digital

website-designs.com

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Steve Cartwright boasts over thirty years experience working in sales and marketing. About ten years into his career Steve began designing websites and crafting digital marketing strategies for businesses. The first company he founded opened its doors in 1996 when - according to Steve - he spent more time explaining what the internet was then selling any websites. Now at the helm of Website Designs, Steve provides businesses with websites and content that generate leads and conversions. Steve frequently writes helpful and insightful blog posts on his website.

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Donna Moritz

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Social Media Strategist

Create quality content that helps your audience solve a problem. Write content that makes a difference for them and be consistent.

1) Focus on "core content" - this is content that is quality, lives on your website, podcast or video blog. Try to create at least one quality piece of core content every week.

2) Focus a LOT more on promoting and sharing your content on key social media sites that drive people back to a platform that you own.

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4) Learn to love ads. Use them to promote your core content. Now is the time to get savvy with advertising on Facebook.
5) Ask your audience what they want - run surveys or ask in your pages or groups. The more you know about their needs, the better content you can create that gets them to take action.

19 Easy Ways to Survey Your Audience and Crush it with Content

DISTINCTION / AWARD

Social Media Examiner’s Top 10 Social Media Blogs

@SociallySorted

sociallysorted.com

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Donna Moritz is the founder of Socially Sorted, which was named Best Business Blog in Australia 2014. She helps businesses, bloggers and entrepreneurs use visual social media and content strategy to get more reach, referrals and results in their business.

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Rand Fishkin

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Moz Founder

If you can produce content that has your competitors saying "we don't have that kind of time or money!" you've found a way to stand out.

Put in more work and effort than you think your competition would be able to justify.

If you can produce something that has your competitors' visual teams throwing up their

HIS BLOG POST

Content Marketing Tips for B2B Organizations

DISTINCTION / AWARD

BusinessWeek's 30 Under 30

@randfishl

moz.com/rand

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Rand Fishkin uses the ludicrous title, Wizard of Moz. He's founder and former CEO of Moz, board member at presentation software startup Haiku Deck, co-author of a pair of books on SEO, and co-founder of Inbound.org. Rand's an unsaveable addict of all things content, search, & social on the web, from his multiple blogs to Twitter, Google+, Facebook, LinkedIn, and a shared Instagram account. In his miniscule spare time, he likes to galavant around the world with Geraldine and then read about it on her superbly enjoyable travel blog.

hands and saying "we don't have that kind of time or money!" you've found a way to stand out.

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Sujan Patel

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Co-Founder of Web Profits

Take a complicated idea and present it in a clear way. The value of visual media is to make it easier to understand what you're communicating.

How do you future proof your strategy and create content that stands out and cuts through the clutter? Take a complicated idea and present it in a clear way. The value of

HIS BLOG POST

10 Types of Businesses You Can Build After 5 p.m.

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@sujanpatel

webprofits.agency

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Sujan Patel is the co-founder of Web Profits, a growth marketing agency helping companies leverage the latest and greatest marketing strategy to fuel their businesses. Sujan has over 13 years of internet marketing experience and has led the digital marketing strategy for companies like Sales Force, Mint, Intuit and many other Fortune 500 caliber companies.

media is to make it easier/quicker to understand what you're trying to communicate, not to be an infographic version of a blog post.

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Larry Kim

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Founder of WordStream

My strategy for next year is to (a) create even more content and (b) repurpose / pay to promote the best performers like crazy.

My strategy for next year is to (a) create even more content and (b) repurpose / pay to promote the best performers like crazy. The result is that you get both higher

HIS BLOG POST

22 Eye-Opening Reasons Your Business Needs to Be on Instagram

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@larrykim

wordstream.com

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Larry Kim founded WordStream in 2007. He bootstrapped the company by providing internet consulting services while funding/managing a team of engineers and marketers to develop and sell software for search engine marketing automation. In August of 2008 he secured a $4M Series A investment from Sigma Partners and later in 2010, a $6M Series B investment led by Egan Managed Partners. Today he serves as company CTO and is a contributor to both the product team and marketing teams. Larry practices photography and drone videography in his spare time.

quantity, because you’re trying out so many new pieces, and higher quality, because you’re getting much more mileage from the top performing pieces.

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John Rampton

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Founder of Due

As long as we continue letting the audience participate in shaping the content, I don't think there will be fatigue.

Content is becoming more visual and interactive with the use of video, which removes considerable risk of any fatigue.

As long as we continue letting the audience participate in shaping the content, I don't think there will be fatigue. We feed off of

HIS E-BOOK

An Introduction to Content Marketing

DISTINCTION / AWARD

Top 50 Online Influencers in the World (Entrepreneur Magazine)

@johnrampton

due.com

43 Expert Tips on How to Future Proof Your Content Strategy | 10

John Rampton is an entrepreneur, investor, online marketing guru and startup enthusiast. He is founder of the online invoicing company Due. John is best known as an entrepreneur and connector. He was recently named #3 on Top 50 Online Influencers in the World by Entrepreneur Magazine and has been one of the Top 10 Most Influential PPC Experts in the World for the past three years. He currently advises several companies in the San Francisco Bay area.

their responses and feedback, which helps us come up with new and innovative content whereas traditional mediums previously used did not allow for this interaction so it's easy to see why people would get tired of advertisements.

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Ian Cleary

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Founder of RazorSocial

You can cut through the noise if you're adding value not more noise. Write better content than anyone else. If you're not, then you can't stand out!

You can cut through the noise if you're adding value not more noise. You also need to stand out as a brand.

HIS BLOG POST

Visual Web: 5 Tools to Create Eye Catching Images for Social Media

DISTINCTION / AWARD

SME 2016 Top 10 Blog Awards

@IanCleary

razorsocial.com

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Ian Cleary is the founder of RazorSocial. He provides training to help companies achieve better results from social media with a strong focus on using the best tools and technology. Ian is a regular speaker at top social-media events such as Social Media Marketing World and Content Marketing World. He has been published on leading industry sites including VentureBeat, Content Marketing Institute and Social Media Examiner. Whether his audience consists of a select few or thousands of spectators, Ian’s specialist social-media knowledge and passionate personality mean the information he imparts is easy to understand, ,actionable and entertaining!

Write better content than anyone else. If you're not, then you can't stand out!

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Barry Feldman

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Founder of Feldman Creative

Lock into your audience's needs and consistently delivering content that educates, entertains and inspires them.

The best you can do is... well, the best you can do. You can't future-proof you content, but you can become a great content marketer by locking into your audience's wants and needs and consistenly delivering content that educates, entertains and inspires them.

HIS PODCAST

Make Your Visual Marketing Matter More

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@FeldmanCreative

feldmancreative.com

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Barry Feldman, founder of Feldman Creative, is a prolific writer with 25 years of experience bringing his clients' online presence to the next level through copywriting and content marketing creation and consulting. He writes and educates clients on online marketing on The Point and on many other sites across the web.

Obviously, you can't slow down the fire hose that sprays content online every minute, but you can commit to creating and publishing more useful content, optimizing it for search, and stepping up your distribution in the channels where your ideal audience plays ball.

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Neal Schaffer

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Social Media Keynote Speaker

Tweak your content publishing frequency and content according to how your fans engage with your visual content.

Content fatigue has actually been around for sometime. In Japan, they have been saying this since 1998. It's simply supply and demand. The only way to future-proof your content strategy, then, is to have a data-driven approach. Tweak your content publishing frequency and content

HIS PODCAST

Digital Management and Building a Visual Marketing Plan

DISTINCTION / AWARD

Forbes Top 50 Social Media Power Influencer

@NealSchaffer

maximizeyoursocial.com

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Neal is the Founder of Maximize Social Business, a Forbes Top 50 Social Media Power Influencer two years in a row, a Forbes Top 5 Social Sales Influencer, a global social media speaker and a renowned Author, Social Business Coach, Consultant, Trainer and Speaker. Neal has spoken at over 200 events across three continents since 2009.

according to how your fans engage with your visual content. It sounds simple, but marketing departments tend to want to push content and stick to editorial calendars without having an adaptive approach which is especially important with visual social.

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Rebecca Lieb

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Strategic Advisor and Research Analyst

Content strategy is an iterative process. It can and should be reviewed at least biannually, preferably quarterly.

One reason too few organizations have a documented content strategy is because they think once it's committed to paper, it's immutable. No changes allowed once it's locked, loaded and deployed.

HER REPORT

Content Methodology: A New Model for Content Marketing

DISTINCTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@lieblink

rebeccalieb.com

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Rebecca Lieb has published more research on content marketing than anyone else in the field. As a strategic adviser, her clients range from start-up to non-profits to Fortune 100 brands and regulated industries. She's worked with brands including Facebook, Pinterest, The Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Save the Children, and The Federal Reserve Bank of New York.

Content strategy is an iterative process.

It can and should be reviewed at least biannually, preferably quarterly. That's how you future-proof it. By continual evaluation, now and in the future.

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Brian Honigman

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Content Marketer and CEO of Honigman Media

Search for high-quality topics that directly impact your customer base in a meaningful way like solving a problem or disputing a common myth.

To avoid content shock and fatigue, create content on topics your audience genuinely cares about. Spend more time searching for high-quality topics to explore with your content that directly impact your customer base in a meaningful way like solving a problem or disputing a common myth.

HIS BLOG POST

How to Create Visual Content That Resonates With Your Audience

DISTINCTION / AWARD

Top 50 Content Marketing Thought Leaders (Onalytica)

@BrianHonigman

brianhonigman.com

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Brian Honigman is a content marketer and CEO of Honigman Media, a content marketing consultancy that provides strategy, training and coaching on content distribution and content production. As a social media and content marketing consultant, Brian is a regular contributor to Forbes, Entrepreneur and others and an Adjunct Professor at NYU.

Spend less time creating more content and more time creating compelling content that addresses a subject like no other piece of content on that topic has thus far. Dive into a subject in more impactful ways than existing resources already ranking from competitors and others.

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Sam Hurley

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Digital Marketing Influencer

Build a solid base of trusted connections! Your fans will never get bored of your content if you continue to create quality stuff.

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Build a solid base of trusted connections! Your fans will never get bored of your content if you continue to create quality stuff. The best part? They will happily share it for you. When that happens, it has much

Boost Your Instagram Sales With User-Generated Content

DISTINCTION / AWARD

20 Most Influential Content Marketers of 2016 (ScribbleLive)

@Sam___Hurley

optim-eyez.co.uk

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Sam Hurley is a lateral-thinking digital marketer holding 6+ years’ self-expedited experience in both agency and client-side settings before launching his own digital consultancy venture: OPTIM-EYEZ. He has achieved success for SMEs, national to international blue chip organisations while being ranked as the world’s #1 digital influencer by Webinale and #2 most influential digital marketer by Onalytica.

greater chance of being opened and shared by others because it isn’t deemed as promotional content from the brand itself. These people may then turn into fans - and the cycle continues...

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John Hall

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Co-founder and CEO of Influence & Co.

As long as you're consistently creating quality content that meets your readers' needs and distributing through the right channels, your audience will be able to find it and consume it.

HIS BLOG POST

Readers are looking for quality content that actually meets their needs and engages them, so as long as you are doing that consistently and distributing through the right channels, your audience will be able to find it and consume it. There probably won't be a time

The Most Meaningful Content Marketing Trends and How They Will Influence 2017

DISTINCTION / AWARD

EY Entrepreneur of the Year 2016

@johnhall

influenceandco.com

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John Hall is the co-founder and CEO of Influence & Co., a company that specializes in expertise extraction and knowledge management that is used to fuel marketing efforts and reach key audiences. In less than four years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to the world’s top publications. John has weekly columns for Forbes and Inc. and has contributed to more than 50 publications.

when your audience is tired of content that's too good and designed just for them, so the ideas of shock and fatigue and overload aren't really ones to worry about if your content is high-quality, targeted, and engaging.

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Andy Crestodina

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Co-founder of Orbit Media

The future of search is about aligning visitor intent with semantics. Go beyond the phrase and cover your topic more broadly.

Empathy with the audience. Networking and collaboration. Creative and persistent promotion. Continual optimization. Laser-focus on the goal. These will future-proof your marketing. But if you’re looking for a tactic, here’s a good one for SEO: target the topic, not the keyphrase.

HIS PODCAST

Visual Marketing: How to Make Yours Matter

DISTINCTION / AWARD

Top 50 Marketing Influencers to Watch in 2016 (Entrepreneur Magazine)

@crestodina

orbitmedia.com

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Andy Crestodina is a top-rated content marketing speaker and keynote presenter at national conferences. His practical approach to teaching and training uses simple explanations to demystify tough content marketing, social media and Analytics topics. After hundreds of marketing presentations and nearly 20 years of public speaking experience, conferences typically book Andy as a content marketing speaker year after year, based on top ratings in speaker feedback forms.

Find and include the phrases related to your primary keyphrase, and you’ll have adapted your content for semantic SEO. The future of search is about aligning visitor intent with semantics.

Go beyond the phrase and cover your topic

more broadly.

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Martin Jones

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Senior Marketing Manager at Cox Communications

Create content that stands out, that has a purpose and a goal, that meets the needs of your audience, and as Seth Godin says, 'they will beat a path to your door.'

HIS BLOG POST

One of the best ways to future-proof your content strategy against "content shock" or "content fatigue" is to ensure you're focused on quality, not quantity of content. These days there isn't much of an argument for the need for more content on the web -

The 4 Key Team Members You Need to Achieve Content Marketing Success

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@martinjonesaz

coxblue.com

43 Expert Tips on How to Future Proof Your Content Strategy | 19

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he leads the social and content marketing strategy for Cox Business. He is also the editor of CoxBLUE.com and is a featured contributor for on business and marketing websites including Social Media Today, Steamfeed.com., Yahoo Small Business Advisor and more.

however; a strong case can be made for the need for better content. Create content that stands out, that has a purpose and a goal, that meets the needs of your audience, and as Seth Godin says, 'they will beat a path

to your door.'

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Lilach Bullock

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Social Media Marketing Consultant

Create content that stands out, that has a purpose and a goal, that meets the needs of your audience, and as Seth Godin says, "they will beat a path to your door".

HIS BLOG POST

It's quite difficult to predict what will be successful in a few months, not to mention years; most industries are in constant motion, making it hard to tell what content will stand the test of time. In my experience, I've found that the content that has lasted the longest and had the

6 Ways to Get More Out of Your Instagram

DISTINCTION / AWARD

Forbes Top 20 Social Media Power Influencer

@lilachbullock

lilachbullock.com

43 Expert Tips on How to Future Proof Your Content Strategy | 20

Listed in Forbes as one of the top 20 women social media power influencers and likewise as one of the top social media power influencers, Lilach is one of the most dynamic personalities in the social media market. After launching her first business within three years of becoming a mother, her financial success was recognised by being a finalist at the Best MumPreneur of the Year Awards, presented at 10 Downing Street. Following a resultant offer and wishing to spend more time with her daughter, she sold her first business to focus on social media, developing a multi-site blog and online marketing portfolio that generated in excess of 600,000 + page views per month.

most success over time, are the posts that provided the most value, like how-to guides.

To really milk these types of content over time, try to update them yearly. Make it clear you've made revisions, and you can re-use that content for years.

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John Jantsch

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Marketing Consultant and Speaker

You future proof your content by building content relationships and using content as a means to guide the customer journey at every stage.

Know the greatest pain points your readers are experiencing and address them as your lead - then you can proceed to demonstrate the value the content contains. I think the idea of content

HIS BOOK

Duct Tape Marketing

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Forbes Favorite - Best Small Business Blog

@ducttape

ducttapemarketing.com

43 Expert Tips on How to Future Proof Your Content Strategy | 21

John Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine. He is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world.

fatigue is really more a problem of content spam. You future proof your content by building content relationships and using content as a means to guide the customer journey at every stage.

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Buddy Scalera

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Sr. Director Content Strategy at The Medicines Company

The best strategy for future proofing is to plan content reviews and build it into your schedule. You may need to review your content every year just to make sure it still makes sense.

HIS BLOG POST

I'm not sure you can future proof your content. That's almost like suggesting you can set it and forget it. I don't think you can do that. Your content needs to be maintained. You may need to add new content, update old content, or find new ways to make it work in different channels. The best strategy for future proofing

Say No to Stock Photography and Create Authentic Images

DISTINCTION / AWARD

50 Top Content Marketing Influencers #CMWorld 2016

@BuddyScalera

buddyscalera.com

43 Expert Tips on How to Future Proof Your Content Strategy | 22

Buddy Scalera is a healthcare content strategist working in Parsippany, NJ. He is the author of five published books on content, creativity, and visual storytelling. In his free time, he writes superhero comic books.

is to plan content reviews and build it into your schedule. For example, you may need to review your content every year just to make sure it still makes sense, particularly as new competitors enter the marketplace and the communication channels evolve. It's not easy, but being competitive never is.

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Ted Rubin

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Acting CMO of Brand Innovators

Test, re-test, evolve, and drive a truck through content that creates conversation. Add value, and always be listening and paying attention.

How do you future proof your content strategy against content shock and content fatigue? Test, re-test, evolve, and drive a

HIS BOOK

Return on Relationship

DISTINCTION / AWARD

Forbes Top 20 Social Media Influencer

@TedRubin

tedrubin.com

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Ted is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO of Brand Innovators and in March 2009 started publicly using and evangelizing the term ROR: Return on Relationship™… a concept he believes is the cornerstone for building an engaged multi-million member database.

truck through content that creates conversation. Add value, and always be listening and paying attention.

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Juntae DeLane

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Founder of Digital Branding Institute

Focus on developing content that consumers will continue to want in the future. Understand the emerging trends and write content that leverages these trends.

HIS BLOG POST

How do you future proof your content strategy against content shock and content fatigue? Focus on developing content that consumers will continue to want in the

How to Use Content Marketing to Build Your Digital Brand

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Top 100 Content Marketing Influencer (Onalytica)

@dbiweb

digitalbrandinginstitute.com

43 Expert Tips on How to Future Proof Your Content Strategy | 24

Juntae is the founder of the Digital Branding Institute, a global hub for digital branding resources, education, and training. He is the Sr. Digital Brand Manager for the University of Southern California, where leads a team responsible for developing, managing, and measuring digital marketing initiatives. He also is the principal consultant and strategist for DIGITAL DELANE, a digital branding consultancy that helps organizations build a strong digital brand. Juntae has worked with many brands across various industries such as Coca-Cola, Sony, Verizon, NBCUniversal, and Paramount Pictures.

future. Understand the emerging trends and write content that leverages these trends.

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Carla Johnson

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Marketing and Customer Experience Strategist

When you focus on adding value to your customers, value that's separate and distinct from what you sell, then you will always be relevant and necessary to them.

HER BLOG POST

The best thing that marketers can do to future proof their content strategy is to put customers at the heart. When you focus on adding value to your customers, value that's separate and distinct from what you sell, value that helps

Why Content Marketing Is the Cornerstone of Customer Experience

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@CarlaJohnson

typeacommunications.com

43 Expert Tips on How to Future Proof Your Content Strategy | 25

As the Chief Experience Officer, Carla Johnson helps marketers unlock, nurture and strengthen their storytelling muscle so they can create delightful experiences for audiences. She works as a trusted advisor at the highest level of blue-chip brands to establish open conversations, instill creative confidence and inspire an environment of receptivity that develops highly prized teams and stellar business results. Carla has worked with companies that include American Express, Dell, Emerson, Motorola Solutions, VMware, Western Union and the U.S. Army Corps of Engineers on how to tap into a wellspring of ideas and unveil new ways to bring their brand stories alive in fun and captivating ways.

them solve their problems, then you will always be relevant and necessary to them. And you won't shock them with too much content and you won't wear them out by pushing content in front of them that's not helpful.

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Chad Pollitt

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Co-founder & VP of Audience

Shed the publish and pray mentality and truly converge the channels of content promotion.

Shed the publish and pray mentality and truly converge the channels of content promotion. For too long marketers have relied on owned media and organic visibility to drive traffic and conversions. Breaking through 'content

HIS BOOK

The Native Advertising Manifesto

DISTINCTION / AWARD

Top 20 CMO Influencer (Nice)

@ChadPollitt

relevance.com

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Chad Pollitt, a decorated veteran of Operation Iraqi Freedom and former Army Commander, is VP of Audience and Co-founder of Relevance, a digital magazine, agency and events company dedicated to content strategy, promotion and marketing. He’s also a faculty member at the Indiana University Kelley School of Business.

shock' requires the adoption of both earned and paid media promotion. This can come in the form of media outreach, influencer marketing, and native advertising via social, email, programmatic, and editorial.

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Patrik Dholakiya

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Co-Founder of E2M

Repurpose only high-performing content, and avoid relying on recycled content; always focus on generating new and relevant collateral.

HIS BLOG POST

Using social media as a content delivery device remains an effective way for businesses and brands to create push-pull communication with consumers. However, we may be past the era of “high volume” social media posts that deafen audience. More is not more; businesses should adjust the frequency, and focus on quality and resonance. The goal is to allow your customers to

3 Google Patents You Need to Know About in 2016

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Top 100 Content Marketing Influencer (Onalytica)

@DholakiyaPratik

e2msolutions.com

43 Expert Tips on How to Future Proof Your Content Strategy | 27

Pratik Dholakiya is the Co-Founder of E2M, the creative digital marketing agency, which has clearly risen above its Indian counterparts in terms of thought leadership. Pratik has over 8 years of hands-on experience in digital marketing and has served more than 500 customers in different verticals. As a passionate marketer, he regularly shares his thoughts and knowledge on high end publications like Entrepreneur Magazine, Fast Company and The Huffington Post to name a few.

enjoy, not be annoyed by superfluous posts. Acquiring your digital audience is time consuming and expensive, but alienating them is probable, if your focus is on density, instead of authenticity and quality. Repurpose only high-performing content, and avoid relying on recycled content; always focus on generating new and relevant collateral.

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Ron Sela

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Profit-Driven Digital Marketer

Repurpose only high-performing content, and avoid relying on recycled content; always focus on generating new and relevant collateral.

HIS BLOG POST

To future proof the content, you should always ask yourself four questions while creating or reviewing the content. Will this content be relevant to future readers? Consider only using content that has no known expiration date. Is the content thoroughly researched? A well-written, genuine article with reliable resources is

12 Little-Known Tricks for Repurposing Your Content

DISTINCTION / AWARD

Top 100 Influencers in Social Media Marketing (Onalytica)

@ronsela

ronsela.com

43 Expert Tips on How to Future Proof Your Content Strategy | 28

Ron Sela is a Profit-Driven Marketer who was recently named one of Top 100 Influencers in Social Media Marketing by Onalytica. His unique talent lies in helping businesses increase their bottom-line by creating innovative digital marketing experiences.

always the best recipe for solid content. Is the content visually appealing? Visual appearance is as important as the content itself. Is the content comprehensive? Your goal should be content that is all-inclusive, complete and power packed. A reader should be left with more clarity and knowledge than they previously had.

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Aaron Agius

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Founder of Louder Online

A content strategy built around problems people have and questions they are asking, will never grow old and fatigued.

HIS BLOG POST

A content strategy built around problems people have and questions they are asking, will never grow old and fatigued. Stay on top of what people are asking for and looking for and be the person to answer the questions and solve their problems for them and your content will continue to shine.

Content Marketing Isn't Really About Your Content

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@IAmAaronAgius

louder.online

43 Expert Tips on How to Future Proof Your Content Strategy | 29

Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands, including IBM, Ford, LG, Unilever, Coca-Cola, Target and others, to build their online presence.

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Use the latest technologies and software to create visual content that others can't yet as they haven't adopted the new technology. Pay for high quality designers, don't go cheap, the results will prove the spend was worth it.

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Glen Gilmore

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Strategic Consultant in Digital Marketing

Simply focus on consistently creating and sharing really good content. Mastery will always matter and percolates to the top.

A great content marketer needs to create content that pops with originality and authenticity. If it doesn’t move you, it’s not going to move anyone else.

HIS BOOK

Social Media Law for Business

DISTINCTION / AWARD

Forbes Top 20 Social Media Power Influencer

@GlenGilmore

glengilmore.com

43 Expert Tips on How to Future Proof Your Content Strategy | 30

A strategic consultant in digital marketing, Glen Gilmore has ranked as a Forbes Top 20 "Social Media Power Influencer" two years in a row. Author of "Social Media Law for Business" and contributing author to "Strategic Digital Marketing," Gilmore provides consultations and customized training to members of the Fortune 500. He is recognized as a top influencer in Social Business, Content Marketing, and The Internet of Things.

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To “future proof” your content strategy, simply focus on consistently creating and sharing really good content. Mastery will always matter and percolates to the top.

quality content. Figure out what your particular audience wants to hear, and play to your strengths – whether that’s expertise or entertainment.

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Lina Wang

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CEO at Eight Shots

Figure out what your particular audience wants to hear, and play to your strengths – whether that’s expertise or entertainment.

In short, make sure you have something to offer. While there might be a lot of content available on the web, most people will agree that there’s still plenty of room for high-

HER BLOG POST

6 Content Marketing Growth Hacks to Drive Traffic and Conversions

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@2LinaWang

linawang.org

43 Expert Tips on How to Future Proof Your Content Strategy | 31

Lina Wang is an entrepreneur with a passion for branding and digital marketing, and is a successful content marketing and social media strategist. She wears many career hats: MBA, Model, anchor, editor, dancer, painter.

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to ensure that you are not only consistently (and economically) producing high quality content that is relevant to your audience's needs, but also to ensure that it actually gets in front of them when it needs to.

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Pawan Deshpande

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Founder & CEO of Curata

Having a documented content strategy is the only way to ensure that you are not only consistently producing high quality content.

Content shock and content fatigue refer to the same problem of too much content, but from a marketer's perspective and a reader's perspective respectively. Having a documented content strategy is the only way

HIS BLOG POST

4 Examples of Content Curation Done Right

DISTINCTION / AWARD

Top 100 Content Marketing Influencer (Onalytica)

@TweetsFromPawan

curata.com

43 Expert Tips on How to Future Proof Your Content Strategy | 32

Pawan Deshpande is the founder and CEO of Curata, a provider of content marketing software. His work at Curata has been recognized through the 2010 Boston Business Journal's 40 under 40 Award, and through the Massachusetts Technology Leadership Council's 2012 Sales & Marketing Technology of the Year Award. Pawan has held software engineering positions at Microsoft, Google and other startups where he was awarded patents in social networking and machine transliteration areas.

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other publications. 3) Don't be afraid to take chances: For example, create a survey to address your industry's greatest challenges, question the status quo, or create a unique tool that will help your audience.

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Michael Gerard

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Data-Driven Marketing Executive

Engage your ecosystem as part of content creation: Include quotes and data from your industry's thought leaders and share your content with other publications.

1) Publish less frequently, and make sure your content is damn good. 2) Engage your ecosystem as part of content creation: Include quotes and data from your industry's thought leaders and share your content with

HIS BLOG POST

The Ultimate Content Marketing Strategy [Infographic]

DISTINCTION / AWARD

Top 100 Content Marketing Influencers for 2016 (KPS Digital Marketing)

@michaelgerard

michaelgerard

43 Expert Tips on How to Future Proof Your Content Strategy | 33

Michael is a data-driven marketing executive with 20+ years of marketing and sales experience. Michael has successfully launched and sustained three start-up ventures and has driven product marketing and demand generation strategies at some of the world's largest tech companies. Michael received his MBA from the MIT Sloan School of Management, as well as a BS in Engineering from Worcester Polytechnic Institute and an MS in Engineering from Northeastern University.

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calendar that is always two months ahead. Even the best content marketing strategy will break down if production becomes a rushed scramble from week to week.

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Cameron Conaway

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Content Marketing Manager at Flow

Create content that focuses on long-tail keywords, is shared into the vein of existing crowdcultures, and is part of a content calendar that is always two months ahead.

Future-proofing content demands creating content that focuses on long-tail keywords, is shared into the vein of existing crowdcultures, and is part of a content

HIS BLOG POST

Journalism and Content Marketing Need Each Other

DISTINCTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@CameronConaway

getflow.com

43 Expert Tips on How to Future Proof Your Content Strategy | 34

Cameron Conaway works at the intersection of journalism and content marketing. He is the content marketing manager at GetFlow.com and a recipient of the Daniel Pearl Investigative Journalism Fellowship. Conaway's fusion of journalism and content marketing has been featured by the Content Marketing Institute, and his work has been supported by the Pulitzer Center on Crisis Reporting and the International Reporting Project. He's a former MMA fighter and the author of 5 books.

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Tom Webster

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VP, Strategy and Marketing for Edison Research

Be the resource other people look up to. That means taking the pains that others will not.

How can you future proof your content strategy against "content shock" and "content fatigue? Be the resource other people look up to. That means taking the pains that others

HIS BOOK

The Mobile Commerce Revolution

DISTINCTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@webby2001

brandsavant.com

43 Expert Tips on How to Future Proof Your Content Strategy | 35

Tom Webster is Vice President of Strategy for Edison Research, a custom market research company best known as the sole providers of exit polling data during US elections for all the major news networks. He has more than 20 years of experience researching consumer usage of technology, new media and social networking, and is the principal author of a number of widely-cited studies, including The Social Habit, The Podcast Consumer, and the co-author of The Infinite Dial, America’s longest running research series on digital media consumption. He is also the co-author (along with Tim Hayden) of The Mobile Commerce Revolution.

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will not. It’s the only way to turn your content from “click of the day” to resource of the year.

10 blog posts, dozens of social media posts, infographics, SlideShares, video, podcasts, webinars etc. You just have to approve this content once and the special content lasts for several weeks or months. If you run this cycle about 10-15 times an year, you will have special content being published the whole year with more quality and less effort.

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Cassio Politi

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Tracto Content Marketing | All Metrics

Produce a great e-book or white paper that can bring in new subscribers and also serve as the foundation for new pieces.

I love the idea of COPE, which means "create once, publish everywhere." Get your content team together every 2-3 weeks and decide on what special topic you are going to approach. You will be able to produce a great e-book or white paper that can bring in new subscribers and also serve as the foundation for new pieces. I mean, you can slice that topic in 5 or

HIS PODCAST

How to Develop Your Audience Personas

DISTINCTION / AWARD

Brazilian Content Marketer of the Year 2015 (Digitalks)

@tractoBR

tracto.com.br

41 Expert Tips on How to Future Proof Your Content Strategy | 36

Cassio Politi won the “Brazilian Content Marketer of the Year” award by Digitalks in 2015. He is the author of the first book about content marketing written in Portuguese and is the founder of Tracto, a consultancy company that has developed content strategy for big brands, including American companies with operations in Latin America.

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Meryl Evans

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Content Marketer for Meryl.net

You can stand out by telling stories, sharing examples or using relatable analogies. These are almost impossible to copy.

How can you future proof your content strategy against "content shock" and "content fatigue? You can stand out by telling stories, sharing examples or using relatable analogies.

HER BLOG POST

7 Actions That Will Actually Help Keep Your Customers

DISTINCTION / AWARD

The Top 50 Content Marketers to Follow on Twitter (Cision)

@merylkevans

meryl.net

43 Expert Tips on How to Future Proof Your Content Strategy | 37

Meryl K. Evans is the author of “Brilliant Outlook Pocketbook” and the co-author ofAdapting to Web Standards: CSS and Ajax for Big Sites. She's written and edited for “Billiards Digest,” “The Dallas Morning News,” ECT News Network, Lockergnome, MarketingProfs, “PC Today,” O’Reilly, Pearson, Sams, Web Worker Daily, Wiley and WROX. Meryl has written copy for businesses ads and cars (from Porsches and Jaguars to Lexuses and Hondas).

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These are almost impossible to copy and your readers will more likely understand and remember them.

your customers around the topics near and dear to them. Under Armour’s MyFitnessPal smartphone app is just one good example of branded utility that never wears out or becomes obsolete.

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David Burn

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Founder and Creative Director at Bonehook

Ask yourself how you can help educate and entertain your customers around the topics near and dear to them.

What value are you bringing to the table, as a content provider? Are you deploying content because you read somewhere that you need to do that to stay current? Stop and ask how you can help educate and entertain

HIS BLOG POST

Honing Your Brand Voice on Social

DISTINCTION / AWARD

The Top 50 Content Marketers to Follow on Twitter (Cision)

@davidburn

bonehook.com

43 Expert Tips on How to Future Proof Your Content Strategy | 38

David Burn is a copywriter, content strategist and brand builder focused on helping companies reveal their deep story and truly connect with an audience. David has worked for agencies specializing in high tech B2B, retail/sales promotions, general market advertising, event marketing, digital and content marketing.

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James Malone

PR and Social Media Consultant

Provide higher quality content that is more refined, less general, and more focused on a particular topic area, industry or space, such as a group within a group.

As the social media world has developed with so many options for presenting content to a target audience and in so many forms, it is important for marketers and companies to provide higher quality content that is more focused on a particular

HIS BLOG POST

Facebook Changing The Face Of News - Opening Instant Articles To All Publishers

OTHER ROLE

Senior Consultant and U.S. Lead at The DFI Group

@jmalonepr

maximapr.com

43 Expert Tips on How to Future Proof Your Content Strategy | 39

James Malone, founded Maxima PR in 2011. Maxima PR has streamlined best practices from some of the biggest PR firms in the U.S., and found effective ways to utilize the latest tools in PR and social media. Insider experience with digital, print, television and radio journalism gives the team at Maxima PR a unique advantage in harnessing the power of both traditional Media and Social Media.

topic area, industry or space, such as a group within a group. Using more images, videos and infographics to present content is the future of content marketing.

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motivates employees, teams and stakeholders, resonates with customers and provides you with a competitive advantage. This is the only sure way to future proof a content strategy in the face of the content deluge.

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Russell Sparkman

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Co-founder and CEO at Fusionspark Media

By using purpose as a compass point for revealing compelling content ideas, you will be able to tap into something that you can claim as uniquely yours.

By tapping into purpose as a compass point for revealing compelling content ideas, you will be able to tap into something that your company, or your brand, can claim as uniquely yours. When this happens it

HIS SLIDESHARE

CMWorld 2016 Presentation on Purpose-Focused Content Marketing

DISTINCTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@fusionspark

fusionspark.com

43 Expert Tips on How to Future Proof Your Content Strategy | 40

Russell Sparkman has been a practitioner of story-based, purpose-focused Content Marketing since long before the term became part of the marketer’s modern lexicon. Starting with the launch of One World Journeys in 2000 as a branded content experience for Seiko Epson corporation, Russell has been a content strategist, information architect, executive producer, photographer and videographer for a range of B2B, B2C, Nonprofit and Government clients and projects.

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If you can make it fun and valuable, all the better. Given a choice, people will prefer valuable content that's fun over valuable content that's boring.

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Bernie Borges

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CEO of Find and Convert

My advice is to do something a little bit off the wall. Of course, the content must be valuable. If you can make it fun and valuable, all the better.

My advice to future proof your content is to do something creative, maybe a little bit off the wall. People are saturated with content. Of course, the content must be valuable.

HIS BLOG POST

Honing Your Brand Voice on Social

DISCTINTION / AWARD

The Top 50 Content Marketers to Follow on Twitter (Cision)

@bernieborges

findandconvert.com

43 Expert Tips on How to Future Proof Your Content Strategy | 41

Bernie is the founder of digital marketing agency, Find and Convert. Since 2002 Bernie has led his team to help hundreds of B2B businesses vastly expand their online footprint producing dramatic growth. Bernie is a published author, a former AMA faculty member, a prolific blogger, a conference speaker and a LinkedIn Publishing Platform contributor. He is the host of the Social Business Engine digital TV show and podcast, which features case studies of modern business in action. On each episode, Bernie interviews guest(s) to deliver inspirational social business success stories.

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Consider not only what they are interested in today but also what they will want to know tomorrow. Quality content targets people and actions, not clicks and algorithms.

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Jonathan Crossfield

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Storyteller and Content Marketer

Consider not only what readers are interested in today but also what they will want to know tomorrow. Quality content targets people and actions, not clicks and algorithms.

Forget about what might work today according to all the best practice listicles and silver bullet blog posts. Forget the formulas and the algorithms. Instead, focus on the people you want to reach.

HIS SLIDESHARE

Storytelling: Finding the Narrative in Your Content Marketing

DISCTINTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@Kimota

Jonathancrossfield.com

43 Expert Tips on How to Future Proof Your Content Strategy | 42

If it involves arranging words in rows with occasional punctuation, then Jonathan Crossfield has given it a bash. He calls himself a Storyteller, mainly because it fits on a business card better than a long list of writer, marketer, journalist, copywriter, social media consultant, speaker and blogger. To use any other job title would be to pigeonhole him inaccurately. But storytelling underpins everything he does, from copywriting an EDM to planning a content strategy to scribbling ghost stories in those rare spare moments. Jonathan has won awards for articles on digital marketing in Nett Magazine and his over-opinionated blog Atomik Soapbox.

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content production and distribution studio in our hands....in my case the iPhone 7+. Get personal, especially if you’re a B2B brand. Be unapologetic in designing your strategy and in your opinions.

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Jeff Herrmann

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Chief Strategy Officer at Fathom

Just be authentic and don't be afraid to drill very deep into a niche area of expertise. Anyone with passion, commitment and a unique point of view can build a global audience.

Just be authentic and don't be afraid to drill very deep into a niche area of expertise. Anyone with passion, commitment and a unique point of view can build a global audience. We all carry a

HIS YOUTUBE CHANNEL

The Burden of Quality Content

DISTINCTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@JeffLHerrmann

publishorperish.fm

43 Expert Tips on How to Future Proof Your Content Strategy | 43

Jeff is champion of B2B sales and marketing alignment and brand audience development. Jeff’s passion lies in the development of strategies to leverage content; technology and data to help both organizations and individuals realize extraordinary growth. With a commitment to constant learning, leadership development, and teaching, Jeff has a live laboratory to experiment in every day as the lead audience builder for both Fathom’s sales and marketing audiences. Jeff’s passion for content marketing is well founded following a 15-year career at The Nielsen Company working with Fortune 50 brands in the development of audience measurement and advertising effectiveness solutions for emerging digital platforms.

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content with metadata is key. Bring together data about your content, customers or users, and your business to inform your content strategy now and to optimize it over time. That way you will catch problems early and identify opportunities to scale your success quickly.

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Colleen Jones

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CEO of Content Science

Think big. And I don't mean necessarily think more content. Think better content. Make the future bright. Plan ambitiously about what content can do your business at scale.

Model your content in a structured way for optimal delivery across channels and devices ranging from websites to glasses to watches to who knows what else? We might not know where we'll consume content next, but we do know how to make content consumable and scalable. Hint: Modeling

HER BLOG POST

4 Ways to Make User Journeys Actually Useful for Content Strategy

DISTINCTION / AWARD

50 Top Content Marketing Influencers in 2016 (TopRank)

@leenjones

content-science.com

43 Expert Tips on How to Future Proof Your Content Strategy | 44

As CEO of the content intelligence firm Content Science and a Star Wars fan, Colleen advises top brands on becoming Jedi Masters of content strategy. Colleen also cofounded ContentWRX, a software service that has collected more than 22,000 data sets to assess content effectiveness quickly and easily. She is the publisher of Content Science Review, a magazine and education platform with content insights from leading brands such as Alibaba, IHG, Avery Dennison, AirBnB, American Cancer Society, IBM, WebMD, and more. In her cornerstone content book Clout: The Art and Science of Influential Web Content, Colleen explains principles and techniques to make your content make a difference.

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the content will make them more memorable to the audience.

3) Actionable: The information should help the audience be better informed when they make decisions in life. Health choices, political choices, business decisions, buying decisions and personal choices are all improved with better information.

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Randy Krum

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President of InfoNewt

The best content informs the audience to help them make better decisions in their lives.

Some of the best infographics and data visualizations share these three important qualities: 1) Understood Quickly: The information is shown as simply as possible so that the audience understands the information in a few seconds.

2) Memorable: Our brains are better at remembering visuals than text or numbers. Designing visuals that are unique and relevant to

HIS YOUTUBE CHANNEL

Useful Tips for Designing Infographics

HIS BOOK

Cool Infographics

@rtkrum

infonewt.com

43 Expert Tips on How to Future Proof Your Content Strategy | 45

Randy Krum is an infographics and data visualization designer, the Founder and President of InfoNewt (a data visualization and infographics design company) and Organizer of the DFW Data Visualization & Infographics Meetup group. He is the author of the book, “Cool Infographics,” and the popular website, coolinfographics.com. Started in 2007, the site has grown into one of the most influential infographic sites online, handling up to 45,000 unique visitors a day. He designs infographics for clients used for both online marketing and internal communications.

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43 Expert Tips on Future-Proofing your Content

Designer Visme1 | August 31, 2017