2018年内容营销预测（中英对照版）
这篇文章是作者Ashley Norris在2018年1月8日发表在内容营销协会（内容营销协会-CMA是英国市场营销、出版、广告和社会机构的行业协会）上的一篇对内容营销2018年的行业推测，希望能对读者具备一定的参考价值。中英文对照版如下：
So we are into the second week of January 2018, andwhile your New Year’s Eve hangover ought to be a distant memory the resolutionsyou probably now regret making should just about still be intact.
Now then is as good a time as any to look forward towhat 2018 is likely to bring to the content marketing world.
As technology lovers will know this week sees LasVegas host the Consumer Electronics Show (CES),the biggest showcase of gadgets, goodies and generaltech on the planet. So we will look in more depth about how technology willchange content in the coming year after that event.
For now though here are ten predictions as to howthings will evolve in the coming twelve months.
此时，我们进入了2018年1月的第二个星期，虽然你的新年前夜的喜悦已然足够遥远，但那些你后悔的记忆可能依旧是完整的。
现在，这是一个很好的时刻来期待2018年内容营销界可能会给我们带来什么。正如科技爱好者本周所得知的，拉斯维加斯将举办消费电子产品展(CES)，这是全球最大的电子产品、糖果和通用技术的展示。因此，我们将更深入地探讨在那之后的一年中，技术将如何改变内容营销。
这里是对即将在未来的12个月里故事将如何展开的10个预测。
1. Diversification of content channels
多元化内容频道
I think 2018 could see brands become more experimentalin the platforms they use. Questions about the future of Facebook and theeffectiveness of Snapchat could spark forays into Augmented Reality and VirtualReality, and a reconsideration of the merits of audio content sparked by thegrowth of the smart speaker market.
我认为，2018年，品牌将在他们所使用的平台上变得更具实验性。关于Facebook的未来和Snapchat的有效性问题，可能会引发人们对增强现实和虚拟现实的探索，并重新考虑智能音箱市场增长所引发的音频内容的价值。
2. Brands as content companies
品牌内容的公司
This has been a process which has been ongoing forseveral years now with the likes of Red Bull becoming known as much for thevideos they produce and their content-driven relationships, as for their coreproducts. I think 2018 will see some brands take up the slack possibly causedby the retrenchment of brands like BuzzFeed andVice Media – both of whom have undergone difficult times recently – and we may even see some companies develop contentportals that become profit centres.
这一过程已经持续了好几年，现在驱动红牛内容的制作，以及它们的核心产品，都已经被人们所熟知。我认为，2018年将会有一些品牌开始填补这一空缺，这可能是由于BuzzFeed1和Vice Media2等品牌内容的缩减造成的，而这两家公司最近都经历了困难时期——我们甚至可能会看到一些公司在开发内容门户以期成为利润中心。
3. Diversification of content teams
多样化的内容团队
I think that 2018 will see brands take another look attheir content teams. Many are at the start of their journey having employed afew journalists, bloggers and social media experts. This year could see moreChief Content Officers arriving at UK brands, along with specialists in videoand image creatives to help fulfill the twin key requirements of strategy andvisual content.
我认为，在2018年，各大品牌公司将会再次审视他们自身的内容营销团队。许多人已经在路上了，他们雇佣了一些记者、博客和社会媒体专家。今年，将会有更多的首席内容营销官，以及视频和图像创意方面的专业人士，尝试对英国本土品牌进行触达，以期达到满足战略内容和视觉营销的双重标准。
4. Closer relationships with ecommerce
与电子商务更紧密的关系
This is already happening in the wider publishingworld with companies like DennisPublishing developing car sales as a key part of its content offering, and BusinessInsider creating Insider Picksas an innovative way of attracting affiliate revenue.I have a feeling brands won’t be immune to this trend, and we will see morebrands experimenting with using content as the handmaiden of ecommerce.
这种情况已经发生在领域更广的出版领域，像丹尼斯出版公司就将汽车销售作为其内容供给的主要部分，而Business Insider将内部挑选作为一种可以吸引到联盟收入的创新方式。直觉告诉我，品牌营销不会倾向该趋势，我们将会看到更多的品牌愿意尝试使用电子商务作为内容营销的服务媒介。
5. Social issues come to the fore
出现在前面的社会问题
Last year several brands begin to incorporate socialissues in to the content and the advertising they produced. Some did this in avery cliched and cack handed way, like Pepsi, but others have been more subtle in championinggender equality and sexual rights issues. I think we will see progressivebrands look to differentiate themselves from their rivals by becoming morevocal about social issues in 2018.
去年，已经有一些品牌开始将社会化问题纳入到他们的广告内容中。其中一些用一种非常老套的方式，比如百事可乐，但是其他品牌在倡导性别平等和性权利问题上显得更加微妙。我认为，我们将看到先锋品牌在2018年对社会化问题变得更加直言不讳，从而提高自己的辨识度。
6. Changing relationships with Facebook
改变与脸书的关系
Facebook’s exec team is currently under a lot ofpressure as they seek to address criticism ranging from political manipulationthrough to online bullying and abuse. In a handful of countries the company issplitting feeds so that a person’s friends posts appear on the main feed and posts from otherorganisations appear in another. It is difficult to know quite which directionFacebook will head in 2018, but I wonder if the uncertainty will inspire somebrands to look to alternative ways of communicating those message via content.
Facebook的高管团队目前正面临着巨大的压力，他们试图解决从政治操纵到网络欺凌和滥用等各种评论。在少数几个国家里，该公司正在分拆信息流，这样一来，一个人的好友帖子就会出现在主信息流上，而其他组织的帖子则会出现在另一个帖子里。很难知道Facebook在2018年将走向哪个方向，但我不知道这种不确定性是否会激励一些品牌通过内容来寻找沟通这些信息的替代方式。
7. Concerns about legislation
立法的担忧
In May the EU will introduce the General Data Protection Regulation better known as GDPR which will impact on the way thatbrands harvest and manage data about their customers. That’s not be the end ofthe story as also being considered are ePrivacy changes which if enacted could change the processing ofany kind of tracking (e.g. cookies) in all digital businesses drastically. Itcould be a game changer for the global digital ad industry and the way thatbrands interact with consumers.
今年5月，欧盟将引入通用数据保护法规，这将会影响品牌收集和管理客户数据的方式。这并不是故事的结尾，这也被认为是隐私的改变，如果实施的话，可能会彻底改变所有数字业务的追踪(例如cookies)的处理。对于全球数字广告行业，以及品牌与消费者互动的方式，这可能是一个游戏规则的改变。
8. Quality of content is going to be central
内容质量将变成核心
I think 2018 could be the year in which the quality ofthe content that brands produce becomes their key priority rather than thequantity. The standard of the winners at the CMA awards reflects this, and in a world where so much content is competingfor consumer eyeballs, this is set to continue into 2018 and beyond. It maymean less content and instead a concentration on higher ticket more immersiveeditorial like longer posts, extended video and podcasts.
我认为，在2018年，品牌产品的质量将成为它们的重点，而不是数量。CMA奖项的赢家的标准反映了这一点，在一个如此众多的内容争夺消费者眼球的世界里，这一标准将持续到2018年以及之后。它可能意味着更少的内容，而专注于更高的门槛，更沉浸式的社论，比如更长的帖子、更长的视频和播客。
9. ICOs will come to content marketing
ICOs将会进行内容营销
Initial CoinOfferings (ICOs) arethe big new thing in startup finance and I think that content marketers willbecome familiar with them in 2018 for two reasons. Firstly, one of the key waysthat ICOs are successful is that companies that are attempting to raise moneyin this way require quality content. And in the same way that great contentpowers crowdfunded campaigns, so they will with ICOs. Secondly, we will seesome content startups use ICOs to rise money, perhaps changing the waythat media companies and agencies begin and develop.
最初的钱币发行(ICOs)是初创公司融资的一大新东西，我认为内容营销人员在2018年将会熟悉它们，原因有二。首先，ICOs成功的关键方式之一是那些试图以这种方式筹集资金的公司对高质量的内容有需求。同样，强大的内容在支持着众筹活动，所以他们将使用ICOs。其次，我们会看到一些内容初创公司在使用ICOs来赚钱，这也许会改变媒体公司和机构的起始方式和发展路径。
10. Personalisation of content
个性化的内容
The jury is still out on the role of bots incontent marketing, but 2018 is bound to see more companies experimentwith them, and also harness Artificial Intelligence to predict reader responsesand serve them with appropriate content.
关于机器人在内容营销方面的作用还有待观察，但是2018年肯定会有更多的公司会尝试使用它们，并通过人工智能的方式来预测读者的反应，并为它们提供合适的内容。
Ashley Norris, Consultant Editor, The CMA
Posted in CMA Industry News
备注1：BuzzFeed是一个美国的新闻聚合网站，2006年由乔纳·佩雷蒂(Jonah Peretti)创建于美国纽约，致力于从数百个新闻博客那里获取订阅源，通过搜索、发送信息链接，为用户浏览当天网上的最热门事件提供方便，被称为是媒体行业的颠覆者。【百度百科】
备注2：Vice Media是一家北美数字媒体和广播公司。来自蒙特利尔副杂志创办的Suroosh艾尔维,肖恩·史密斯和Gavin麦克因尼斯(他在2008年离开了公司), 扩大主要为青年和年轻adult-focused数字媒体,包括在线内容垂直和相关web系列、新闻部门副新闻、电影制作工作室,唱片公司以及其他属性。2015年，Vice传媒被称为“新媒体成功的典范”——尤其是在吸引有价值的千禧一代观众的时候。【维基百科】