What does the next year have in store for content marketers? In 2014, we evangelized the terms marketing automation, customer-centric marketing, big data and brand storytelling. This year, new trends are on the horizon.
From content marketplaces to native advertising, this post covers key tactics that will drive content marketing efforts in 2015.
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The Convergence of SEO, Content, Social and PR
For many years, public relations, SEO, social media and content existed as separate channels. But, with Google’s Penguin and Panda — algorithmic changes that elevated requirements of editorial quality — these separate practices have emerged on common ground.
In 2015, SEO, content, social and PR will become even less siloed and will be treated as a holistic skill of generating organic leads. The practices will come together with strategy, execution and promotion of content. The content will focus on providing the answers your potential customers are asking, leveraging brand-owned content, reputation management properties, social media channels and video… An integrated approach to being at every touchpoint of the consumer’s search process.
Better Adoption of Content Workflow Tools
According to a study conducted by Content Marketing Institute and MarketingProfs, 73 percent of B2B marketers said they are producing more content now compared to one year ago. But in order to capitalize on this increased output of content, content marketers need to harness the power of workflow tools. Content marketers will invest in content tools that will create process and scale overall efficiency in your content production process. These tools will allow for.
- Real-time collaboration and editing
- Editorial calendars
- Status tracking
- Integration with external writer marketplaces
- Team productivity tracking
- Publishing integration
Looking for some content workflow options? Get rid of the million makeshift tools you use and check out ClearVoice.
Influencers Driving Content
Influencer marketing is a tactic where marketers leverage the power of a highly respected or connected person in a given industry to influence prospective or current customers’ buying decisions. “Leveraging the clout of authoritative, influential voices can be the difference between a ripple and a tidal wave,” noted Steve Olenski of Marketing Land.
In 2015, brand marketers (especially) will see the value of influencer-created content and will create content campaigns that center around these subject matter experts. Recruiting influencers to create content that lives on an enterprise website will become more common. Intuit Quickbooks, American Express, GE, and others already have jumped on the influencer bandwagon, and other big brands will see the value of an influencer’s proverbial megaphone in 2015. (If you’re wondering how to get started with influencer marketing here’s a good resource.)
Finding Quality Journalists to Power Content Campaigns
According to Google's Matt Cutts, links will become less and less important over time as the Google team finds better ways to find and rank quality content. Putting emphasis on other signals such as social, authorship and producing content will be increasingly more important and more adopted in 2015. Using tools like ClearVoice, FollowerWonk and InkyBee will be key to finding these subject matter-specific content producers.
Native Content Amplification: Merging Paid and Owned Media to Accelerate Content Distribution
In the future we will see more usage of native advertising targeted to ad-weary consumers.
The ad spend for social media, content portals, news media and video-sharing sites will increase in 2015. In fact, eMarketer reported that native advertising spend will grow from $3.1 billion to $3.17 billion between 2014 and 2015. The study also anticipated an overall lift in native advertising spend would rise from 38.8 percent in 2014 to 42.4 percent in 2017.
All in all: there will be continued standardization of native ads and native ad serving, especially from services like Outbrain and Nativo.
What are you thoughts? What do you think we'll see more of in 2015 for content marketing?
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