[This is a translation of our spanish article: Para comenzar]

Prophecies

The blog business2community does have the good idea of asking every year (and they are so many by now) its readers for writing their prophecies about what they think it is going to happen the year after, then this blog files them and, this is the point, one year after publishes those predictions and judges if they were right or not.
One of them, for 2013, was a phrase that said this:

The phrase ‘content marketing’ will become the accepted term for the majority of businesses.

And it was so right. Books, blogs, articles, and, for sure, and, of course, advertising or digital communications agencies filled their pages and proposals or business models with not always honest proposals and (or) propositions, about what it is now in everybody’s mouth: the Content Marketing.

I will not be the one to add one more prophecy to this matter asserting now if it is a temporary issue (which one is not?) or it has really come for good. I consider that to remain in the actual digital world is something like getting over more than five years. If we put an eye on what we are used to read, I am sure it will be mutated, like energy, into another concept, to remain in some kind of two dot zero version of itself, such as the Content Marketing concept itself is the version (who knows which one) of so many others that came before and that we may not remember.

What is true, it always is so, is that many of the information we can find about digital issues comes, for sure, from the north american market, german in some cases, british the less, and this makes, it always does, really difficult to adapt these messages and to reallocate that knowledge; Internet is this all about, in not so advanced markets or not so, please let this expression to be, digitalized as mentioned, markets which digital contents’ consumption multiplies sometimes in a hundred the environment as the european one or the spanish one.

It is not about a language impediment, because who does not know, does know how, and the options in translation are multiplied (better or worse, but this is all about and in so may cases understanding this whole issues). The difficulty for us, the people who works in these matters in a pro way, is mighty always in the actual adaptation to the environment’s context we move in, to our country, to our business model, to our working sector.

Who is not tired of being told the same stories or the same instances? Thus so many people tell Jeff Bullas, a skilled professional in these issues, about it, even when they, the north american people, do not have that mentioned trouble about the precedent “who is that?”, what does that company do?”.

“Jeff, you are one of my favorite bloggers but honestly I am so sick of hearing about Zappos I could hurl. The blogosphere needs to come up with a few new success stories”. Read here.

All we have to face in our day to day communication elements or multinational companies with the intention of being in global markets have had to do more than one or two calls trying to explain what they mean by medium enterprises, here is not a medium enterprise, or what they see as an entrepreneur here, in spain, is like adventurous.

Born this blog with informative intention (what is not) and also with the intention to make a constant effort of reflection and adaptation to environments closest to ours (Spain, Europe, Latin American markets …) now under the umbrella of Content Marketing, we will see tomorrow if the name remains… but the idea will, for sure.