Here are the trends said to gain even more importance
this year, the ones you should definitely take into account when establishing
your content marketing strategy:
Content marketing stacks
As your business matures
and you improve your content marketing strategy, it is imperative to base your
actions on analytics, optimization and targeting, even if not on all at the same
time. All the major players in the content software field, like
Oracle, Adobe, Salesforce.com, are making continuous efforts to integrate several
content solutions into flawless "stacks" resembling the ad stack. Actually,
content stacks are expected to soon talk to ad stacks, making it possible to integrate
owned, earned and paid media. In just a couple of years from now, the two
stacks could comprise what is currently known as the marketing cloud.
Content culture
Content goes far beyond the marketing department,
becoming the concern and responsibility of everyone involved in a business, and
for all the right reasons. You certainly do not have one or two people
qualified to handle all the aspects that keep your business on the market, like
marketing, customer service, sales, personnel recruitment, new product
development or upgrades.
Real-time
You should think of time as a luxury you do not have. While
you may be tempted to wait, to postpone some of your content marketing plans,
other businesses take advantage of every second to reach out to your potential
customers and leave you behind.
Prepare and plan things thoroughly in advance, to make
sure you can deliver quality content permanently. For example, plan your winter
content before the end of the summer or the middle of the fall, so that, when
the time comes, it can all be resumed to pressing the "publish"
button. Assets, preparation, training, workflow – they, and others, are all "real-time"
marketing elements.
Social media
Statistics say that social media will slowly lose
importance. This does not mean that it will disappear from your potential
customers' life, but it will no longer be a "way of life". It will
turn into one of the many channels they access, like the search engines or the
instant messaging services. Social media software developers and vendors will
reinvent themselves as purveyors of content marketing. Their offers may remain similar,
but they will shift towards a more topical, broadly relevant positioning.
Native
Native advertising is defined as converged media formed
of media buy plus content. Native gains popularity, long before governing practices
are in place. What does this growth mean? Transparency, disclosure, and new
policies, as native starts being closely monitored by industry associations, regulators,
consumers, brands and publishers.
Context
If you consider the history of online marketing, you will
realize that personalization has always been part of it, one of the key marketing
elements that ensured the success of many businesses and enterprises. If you
have not yet developed the habit of addressing your customers by name, taking
into account their gender, age and sending birthday greetings, it is time you
began.
Personalization is one of the strongest trends in 2015,
and it will help you get your message delivered in a more attractive and
convincing form, gain the loyalty of your audience and convert it into paying
customers. It involves knowing all there is to know about your target customers.
Context requires determining, based on your potential clients' information,
when, where, why and how to deliver your message. Simply put, it requires deeper
targeting and a higher relevance of your messages.
Does your content marketing strategy take these trends
into account? Evaluate it and change it if it does not. You would not want to
be left behind, would you?Also check:
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