All Hail the Digital Content Creators
Daniel Davis 270006VHAC firstname.lastname@example.org | | Tags:  ibm_pulse social_business content pulse pam_moore content_creation sandy_carter socbiz digital_content
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If content is king, then digital content creators are the new king-makers. Which is not quite the same as being royalty, but it’s pretty close.
Admittedly that’s a bit of hyperbole, but digital content creation is definitely a hot job function in 2014. In their session at IBM Pulse 2014, Sandy Carter (General Manager, IBM Ecosystems and Social Business Evangelism - @Sandy_Carter) and Pam Moore (CEO and Founder of Marketing Nutz - @PamMktgNut) presented 14 Social Media Trends to Watch in 2014. Coming in at #7: Digital Content Creators Needed!
Carter and Moore reported that marketing teams are going to spend big on new digital collateral this year – to the tune of $135 billion. That means plenty of work for those with the right skills. But what does it take to be a digital content creator? Fortunately for those of us who aren’t renaissance women or men, there is a variety of opportunities in the field. Videos, infographics, memes, presentations, and blogs are all in high demand. In fact, Carter and Moore pointed out that 78 percent of CMOs believe custom content is the future of marketing. The motivating factor is simple: digital content creates deeper brand engagement.
Before you go rushing out to add digital content creation skills to your resume, however, pay heed to unlucky #13 on Carter and Moore’s list: New Incentives for User-Generated Content. Why pay somebody to create content when you can get your customers to do it for you? Gamification in particular has yielded impressive results: a 13 percent increase in commenting, a 22 percent increase in social sharing and a formidable 68 percent increase in activity feed engagement.
Carter and Moore ended their session on an upbeat note for professional digital content creators. For #14, The Blog Is Back! Besides being an absolute joy to read, blogs generate 67 percent more leads for B2B companies vs. firms without blogs. And more people are reading them too – citing an IBM developerWorks stat, Carter and Moore reported that blog views are set to grow 20 percent in 2014.
So while digital content creators might not exactly be royalty, their influence within the kingdom is on the rise. We’ll try not to let it go to our heads.
UPDATE! For those of you who missed Carter and Moore's session at IBM Pulse 2014, you have another chance to catch the session at IBM Impact 2014: