Bad marketing that will make your eyes bleed: our roundup of this year’s B2B content marketing predictions

This podcast episode sizes up our big predictions for B2B content marketing in 2016 with input from some B2B friends on what to watch for in 2017.


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Yes, it’s that time of year where people eat and drink too much, catch up with family and, of course, make wild and ill-advised predictions and wishes about what the next year will bring B2B content marketers and copywriters.

And what could be more seasonally appropriate than a roundup podcast where Fiona, David and Emily reflect on the B2B marketing content predictions we made in 2016, and offer up bold forecasts and Christmas wishes for 2017.

(Turns out a surprising number of our predictions were proved correct this year. Perhaps the most important was about content going longer: research from Andy Crestodina states the average blog post is now over 1,000 words for the first time.)

We also react to a whole bunch of listeners’ predictions and Christmas wishes for 2017 – featuring:

(We’d like to thank everyone who took the time to submit a prediction or wish – we’re sorry we couldn’t use them all.)

Inevitably, there were some wishes and predictions from 2016 that (sadly) did not come to fruition. The word “impactful” still survives, and B2B Expressive Dance has yet to take off as a content medium. Maybe next year…

Download the episode here; right-click and use “save as” to download. Or listen in the player at the top of the page.

(And for anyone struggling to find Doug Kessler a present: Ardbeg. And socks.)

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Music by Industrial and Marine.

Ed: If you’re wondering what the header image is – that’s the top of our Christmas tree with a fairy that has John’s face on it.

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