“In 2020, content will become marketing’s biggest bottleneck.” – Gartner

That’s a big statement. What does it mean, how did it happen, and what must marketers do to solve the challenge?

What does it mean?

That’s pretty simple. As a result of huge rises in the use of personalization, the increasing spread of brands into new markets, and the never-ending expansion of channels available to marketers, we’re seeing bottlenecks start to develop in other parts of the marketing supply chain, mainly content development.

If we don’t solve those challenges, those investments made further in the supply chain around things like personalization and distribution will ultimately be wasted.

How did it happen?

To think about that, let’s rewind back to 2008 and, for all intent and purposes, the birth of content marketing. Web 2.0 and social media changed the face of content production for both people and brands. Companies quickly jumped on board, creating blogs (many of which have since been abandoned) and feeling their way with social media (something they’re arguably still trying to nail ten years later).

In that time, marketing automation grew from a sub-$100 million category to being worth an estimated $3.5 billion. Smartphone users grew from 300 million to 3 billion worldwide. Adblockers went from an afterthought with less than 20 million users to nearly 600 million. All of those show growth of an order of magnitude or more in just ten years and there are plenty more I could keep listing (Facebook users, mobile advertising, or even the processing power of GPUs, which is powering AI).

Put all that together you just have an incredible amount of strain on the front end of the marketing process. That strain (the bottleneck Gartner describes) is pushing marketers to approach the problem of content as a fundamental business imperative (content marketing was listed as the top priority in a recent Adobe/Econsultancy survey of over 5,000 global marketing professionals).

What must marketers do to solve the challenge?

Enter Content Marketing 2.0.

We have officially moved to the next phase of content marketing. What was once about blogs and Tweets is now about driving business results. When we first started Transition, it was inspired by a quote from Andy Grove that said, “Market share is gained and lost at times of transition.” That’s what we’re witnessing in content marketing today – new brands rise and old brands fall on the ability of their content to produce results that matter.

That’s what we’re witnessing in content marketing today – new brands rise and old brands fall on the ability of their content to produce results that matter.

How do you make that happen?

“More content,” as Gartner explains, “is not always the answer. Marketers must craft better, more performant content that scales to respond to consumer demands and business objectives.”

This next phase of content marketing is all about operationalizing the discipline. How do you ensure that you don’t just fix your challenges today, but employ a system that will adapt for the content demands of 2020 and beyond. The day of Transition will be focused on answering those questions. We’ll hear from some of the best brands in the world and understand what they’re doing to implement an approach to Content Marketing 2.0, the Percolate product team will present some huge upgrades to the software to ensure every customer is set up for their future content needs, and we’ll also hear from outsiders who seen firsthand the challenges and opportunities that transitions like the one we’re witnessing in content marketing can bring.

We’re excited for the day and the journey and hope you will join us.