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14 content marketing predictions for 2014 expert edition

Aug 26, 2014




  • 14 Content marketing predictions for 2014 PRESENTS EXPERT EDITION
  • How will content marketing change in 2014? Dont just take our word for it, find out what the experts think!
  • Customer experience The tactics have changed, but the customer philosophy hasnt. For all the changes in channels, tactics and business models, there has been one constant: your customers have always wanted to feel that they mean more to your brand than the revenue they represent, and they expect to be treated accordingly. With more data at our fingertips than ever, its tempting to take the empathy out of a customer experience and treat prospects, leads or evangelists based on the potential revenue they present. But customers know when youre treating them like a line item. The challenge for SMBs in 2014 will be to leverage data without dehumanizing the customer experience. Brent Leary, Co-Founder and Partner of CRM Essentials, LLC Prediction source: Learn more about Brent
  • Content technology We are seeing a lot of technology and start-ups in the content marketing space. There are tools for curation, CMS, reporting engines, editorial workflow, calendaring and platforms that try to do all these things. In order to increase ROI, brands need to figure out the right mix of creation, curation and syndication and build a team of people who really understand how to think and act like a publisher. Once that is in place and working like a machine, its time to build the kind of platform that can scale and sustain growth into the future. 2014 will see brand content marketing teams that take on the look and feel of real newsrooms including the technical platforms to support that. Michael Brenner, Vice President , Global Marketing, SAP Prediction source: content-marketing Learn more about Michael
  • Amplification Content promotion will have a seat at the table with content marketing. At present, content promotion is an afterthought for many marketers. However, as the internet continues to get bogged down with more branded content, marketers who want their content read will start to deploy more earned and paid distribution and promotion strategies. Chad Pollitt, Online Marketing Specialist Prediction source: marketing-predictions-2014-0679020#esSq0OlT1OwQj7Pz.9 Learn more about Chad
  • Content marketing needs to grow up Content marketing needs to be measured by conversions not engagement. In 2014, we need to move away from measuring our content marketing with soft engagement metrics such as retweets, shares, linkbacks and Likes, and start having adult conversations about ROI. Brands exist to make money, and whilst engagement may make your marketing team feel warm and fuzzy inside, it counts for nought if your content marketing cannot be shown to demonstrably move the needle. If brands are serious about becoming publishers, they need to adopt a publishers commercialism. Publishers and media outlets have lived and died on the strength of their content generating sales, not engagement, and its time brands followed suit as well. Andrew Davis, Author of Brandscaping, Marketing Specialist Prediction source: marketing-finally-grows-up Learn more about Andrew
  • Social media will diversify Pinterest and Instagram have become popular, like other giants of social media. It is a reflection of how social media is diversifying and how it has become part of our daily life. Next year it will only get bigger as the number of visitors to social media sites will get bigger and bigger. In 2013, as many as 93 per cent of marketers said that they used social media for their businesses and that figure is bound to be higher in the coming year. Therefore, in 2014 businesses will have to establish themselves on several social media networks to remain in touch with their customers to build their brands on these very popular sites. Also, LinkedIn and Facebook allow you to pay for ads on their sites. So, more marketers will use paid advertising on the social network. Apart from time, investing cash into these sites to enhance awareness of your brand, reach and social signals will be a good idea. Alan Smith, Web Developer and Internet Marketer Prediction source: techniques-for-2014 Learn more about Alan
  • Mobile marketing With the prediction that mobile will overtake desktop usage within the next two years, not incorporating mobile into a solid content strategy is no longer an option. Googles recent rollout of its new algorithm, Hummingbird, along with the complete revocation of keyword data from Google Analytics, reinforce this prediction. Creating content that can be read on the go will become increasingly important, which means mobile-friendly formatting, shorter and more actionable blog posts, and considering which devices your audience will be using to access your content. Jayson DeMers, Founder & CEO of AudienceBloom Prediction source: content-marketing-trends-that-will-dominate-2014/ Learn more about Jason
  • Measurement I predict that 2014 will see the rise of better measurement tools that dont just track clicks and likes, but actual engagement in the form of discussion, shares across multiple platforms/channels and actions as a result of those shares. Currently, its too cumbersome, expensive and time-consuming for a marketing team to micromanage the analytics for every single piece of content to see how it performed so companies simply dont invest in it. Sherice Jacob, Web Developer and Online Marketing Specialist Prediction source: Learn more about Sherice
  • Google Plus Google+ will increase in significance. Google+ is still underrated as social network. Useful advantages like authorship mark-up or junction to the search engine stress the ongoing growth of Google+. Since 2011 they do everything to strengthen their own platform. And because it will be the fastest-growing product in the history of Google, this trend will increase. From a content marketing view, Google+ is better suited for exclusive content than other social networks. The possibility to use Google+ as blog provides the opportunity to build topic- specific communities. These communities can be used to put the company website into the centre of attention. All external channels are aligned to this, also really important content happens only there. This leads to more reach and brand building. Bjrn Tantau, Online Marketing Specialist Prediction source: 11112013.html Learn more about Bjrn
  • Video content will continue to reign Currently, one in three millennials watch mostly online video and no broadcast TV at all. I believe it, because my 12-year-old likes to spend hours on the couch, in front of the TV, on his phone watching videos on YouTube. Most millennials grew up with online video, so theyre incredibly comfortable with the medium. They also like to create or consume it collaboratively, sharing choice clips with their friends on social networks. So in 2013, we saw Instagram now the second most popular social network amongst teens play into this rising trend, with the launch of its new video capabilities. (Sorry, Vine.) In 2014, we will see this phenomenon explode further. The signs are all there. Take for example Facebooks recent failed offer to snatch up Snapchat for a whopping $3 billion. The piping-hot social network which lets users share short video clips (along with text or images) that only last for a few seconds has a user base that is mostly aged between 13 and 25. Jeanette Gibson, Vice President Community, HootSuite Prediction source: Learn more about Jeanette
  • The job market for content creation is set to explode Whether in-house or agency based, one of the top marketing jobs of 2014 is tipped to be director of content, with many writing, video and editing jobs set to open up as the year continues. Indeed, in HubSpots Fifth Annual Review of Inbound Marketing, the company states that the top marketing job of 2014 may well be director of content, and they arent the only ones making the claim. Andrew Jessop, Online Marketing Specialist, Copywriter. Prediction source: marketing-trends-watch-2014-0680878#etR1AZwm1BUgh0QY.99 Learn more about Andrew
  • Big data I believe that 2014 is the year that the smoke clears on big data. To this point, its been little more than a buzzword. And to those of us with smaller budgets, merely a pipe dream. But with the amount of money being thrown into data and customer personas, it will soon be something even the smaller companies will be able to take advantage of. So what does this mean? It means getting to know a lot m