With the Oscars recently behind us, now may be a good time to look at which stars are going to play the most important roles in marketing this year. 

One Oscar is definitely going to content marketing itself. We already saw back in 2013 that 93% of B2B marketers and 90% of B2C marketers are actively using content marketing. Moreover, 58% of B2B marketers and 60% of B2C marketers plan to increase their content marketing budgets this year.

Remember the beginnings of social media marketing? Remember the scattered approach marketers were taking to this brave new world? A tweet here, a Facebook posting there... And then, enthusiasm for social media died down as marketer after marketer decided it was ineffective. Eventually, businesses that put together a multichannel strategy including social media were the ones that made it work.

Content marketers—who are building on the success of social media as a tool for launching and carrying their content—also need to be very clear about the strategy, budget, and target for their campaigns, or they will end up creating as much a scattered approach as that of the early social media pioneers. And why not learn from the past?

According to HubSpot's 2013 State of Inbound Marketing report, companies that clearly define marketing and sales roles in relation to content marketing will find they have significantly lower customer-acquisition costs than those without those content-related marketing/sales agreements.

So this marketing approach isn't just another new and shiny thing... It's a multichannel methodology that, when done correctly, cuts across all channels to deliver results in website marketing, email marketing, search marketing, social media marketing, mobile marketing, and more.

A new marketing methodology calls for a new approach. And new professionals will emerge in the following starring roles.

Content Director

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image of Jeannette de Beauvoir

Jeannette de Beauvoir is a principal at Harbor Marketing Associates, a marketing company engaging clients with digital strategies and tools for brand success.

LinkedIn: Jeanette de Beauvoir