Posted 14 June 2015

Predictions for content marketing in 2015

Written By : Marco Rosano Visit Marco's LinkedIn Profile

Stuart Gonsal founded Wolf in 2014. He presents extensively to industry groups and is on the Advisory Committee for Swinburne University’s Masters of Commerce (International Business).

For a while there, content was pushed to the corner while social media enjoyed its time in the sun. But it’s back, bigger than ever, with companies investing some major wordy muscle into their marketing initiatives.

So what’s in store for 2015 and the realm of content marketing?

Personalisation

In this interesting rundown in Mashable, they predict the ramping up of personalisation in content marketing – we’re not just talking segmentation but marketing aimed at the individual. In tandem with this idea is the millenials’ love of individuality so marketing will tailor content to very specific interests and divisions in order to grab that brand loyalty.

Aligning content to brand

Aligning content to brand narratives will also be crucial. There’s a lot of content out there that may be well-written but it’s aimed at the wrong audience.

The Intrepid Group have started mapping content to the customer journey, saying that good content has both improved their SEO and grown their audience, potentially leading to sales conversions.

Native advertising

Content marketing will also ‘go rogue’, leaping off the traditional platforms, dodging those formulaic algorithms that throw marketing furphies once in a while, and jumping onto owned channels where genuine audiences can grow more organically.

In this article in Forbes, they spotlight the rise of ‘native advertising’ – advertorials and branded content. Since banner ads are largely ignored due to their ubiquitous nature, native advertising is more subtle but more effective.

Accountability

This year will also be the year of accountability – yes, content marketing can increase audience engagement, but is it translating into revenue? And if so, are there areas that are making more revenue than others? It’ll be interesting to see how the year – and the numbers – play out.

Originally published 19 February 2015

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