Content marketing has become an essential marketing technique in 2014. This year there will be more spotlight on this as brands realize that their audience wants relevant and engaging content. To make it easier for brands and agencies I have selected my top tips for content marketing in 2015.
It is already dead
What this actually means is that we are starting to see a shift away from brands and agencies referring to content marketing as an activity. While creating valuable, timely content that focuses on customer needs is still vital to businesses who want to cut through the noise, we expect to see a shift in the next 12 months to a more integrated approach to customer engagement rather than just creating content and pushing it out.
There are already a few new buzzwords circulating, but the brands who own their story and understand their customers will be the ones who stand out from the crowd according to Search Engine Land
Tools will be huge!
In 2014 content marketing boomed, and partly due to brands having more insight into measurability of their activities through new tools. As well as massive improvements in analytics packages, being able to integrate additional content measurement and tracking tools means that brands can begin to really understand the value of the content they produce in hard numbers. The market is being bombarded with hundreds of tools that all aim to track and quantify the monetary value of customer engagement and next year we will start to see this become more scientific and accurate.
The ability to attribute cross channel
While attribution modeling is not a new concept, the ability to implement it effectively has been restricted to only a small minority of brands. With brands becoming more aware of the need to work across multiple channels, we will see attribution modeling become more mainstream and accessible for even small companies. Knowing how each channel contributes to a customer’s experience will be invaluable to brands who will need to get this right in order to compete in their marketplace.
The return of the infographic
Infographics have had a bit of bad press in 2014 having been massively overused since they first hit our screens. However we’re seeing a bit of a comeback towards the end of this year and it’s a trend we expect to see continue into this year. Rather than ditching them completely, their value in communicating complex data and processes is giving them a more focused and useful purpose. And with easier access to design tools and templates, they can be created at a fraction of the cost as well as being easy to convert into interactive tools with little effort.
We may actually start using G+
As hard as it is to believe, the big questions on all our lips “what should we use G+ for?” may actually be answered in 2015. Google has been busy positioning the tools throughout 2014 and additional features have made it more useful not just for connecting with customers and contacts but also for collaboration, with some companies using it as their primary communication method. With the removal of Google authorship, linking G+ profiles to specific content pieces will now be considered the most viable option for many brands.
Mobile will overtake desktop
Mobile has been a huge area of growth in 2014 and we expect it to overtake desktop this year. With the increase in fast, reliable connectivity, the increased accessibility of smartphones and tablet devices, and the improved mobile experience that brands are investing in, mobile could become our primary method of searching and buying online. This could also lead to developments in mobile interactivity offline and technologies such as motion capture and VR becoming more commonplace in marketing strategies.