The Evolution of Content Marketing in 2012

by Kate_NFG on ‎02-01-2012 10:04 AM, EST - last edited on ‎01-11-2013 5:02 PM, EST by Network for Good Specialist

Pawan Deshpande, founder and CEO of HiveFire, shares content marketing trends shaping B2C and B2B engagement in 2012.  The key takeaway is to remain authentic and strive to deliver the right information at the right time on the right channel for your customers.  As Brian Solis argues in his latest book, The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution, success in the networked economy requires more than content – you must provide the context and create mutual value.  The era of broadcast marketing is truly over.


The following trends are particularly relevant for cause marketers because social good campaigns, at their core, are really about an emotional connection to the cause.  Storytelling and context are vital to connecting your customers to your cause campaign.  You have to make them pay attention at a time when they are bombarded with information and invitations from all over the on and offline worlds. 


How do you do that?  You make the call to action all about them – not about you.  Putting content and context at the heart of your engagement strategy will ensure that you design a campaign that is meaningful and relevant to the individual and celebrates a collective impact.


“2012 will be the ‘year of specialization within content marketing’.” – Pawan Deshpande


Out: Passing Off Marketing Materials as Content

In: Incorporating Your Brand's Message Into a Larger Story


Out: Traditional Content Channels (i.e. RSS Feeds)

In: The Next Big Thing (2012’s version of Google+ or the Tablet)


Currated Content

Out: Stealing Content From Other Sources Without Proper Attribution

In: Curating Content From Multiple Sources, Including Your Competitors

Search Engine Optimization

Out: Driving SEO by Content Alone

In: Viewing Your Social Media Presence as an Extension of Your Overall SEO Strategy


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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more

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