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Content Marketing Trends for 2015

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December 17,2014

By Phillip Thune, Textbroker

 

 

There is a tremendous amount of advice floating around the Internet concerning the biggest trends for content marketing in 2015. The top buzzwords involve creating digital content that engages communities and builds credibility. The methods for achieving these top-level goals for online marketing campaigns vary, but implementing these three strategies over the next year are likely to have a major impact on your efforts.

 

Developing Digital Storytelling

Bombarded by advertising messages everywhere they turn, savvy consumers are fed up with wading through hard pitches that don’t demonstrate the relevance and value to their own lives. From sponsored ads to visual storyboards, marketers are experimenting with new strategies that enable them to weave a story. This tactic not only lets the company’s personality shine through, but it also inspires emotion, which ultimately leads to buy-in.

Digital storytelling can pull at the heartstrings, inject humor or provide valuable, exciting information. These are the things people like to share. To stand out from the flooded market while also making a sincere attempt to nurture an engaged community, marketers should make use of a variety of mediums, ranging from publishing long-form blogs that answer customer questions to posting thought-provoking questions that elicit responses to crafting clever visuals that tickle the funny bone. The goal is to humanize the content in order to build trust and foster loyalty.

 

Building Quality Backlinks

Establishing credibility as a thought leader within your industry is essential to gaining trust. Publishing quality content on a consistent basis is a key factor in this equation since it is among the top criteria search engines use to rank your website. However, you can no longer exist in a bubble. You should look for ways to repurpose content so that it is relevant for various social media platforms. This cross-posting not only broadens your brand's exposure, but it also builds organic backlinks on trusted websites.

Paying for advertising on social channels is expected to become the norm in 2015 because major platforms such as Twitter, LinkedIn and Facebook are poised to either revamp their paid advertising programs or roll out new plans for promoted posts.

 

Committing to a Concrete Content Marketing Strategy

Industry statistics indicate that at least 80 percent of B2B marketers have a content marketing strategy yet fewer than 35 percent of them have solidified written guidelines. [Source: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2B_Research.pdf] However, more industry professionals are indicating there is a significant need to develop deeper, well-defined strategies for digital content.

Before diving into a plan, it is critical that your organization crafts a personalized definition for ROI. For many companies, the return is higher profitability while others place a higher value on improving retention, increasing feedback, building quality backlinks or boosting their Internet Klout. There is a vast difference between these goals and each requires specific marketing messages and platforms.

Implementing techniques to fully understand social media metrics should be a key part of your plan. The digital measurement tools are readily available, such as Raven Tools and Searchmetrics, but you must understand how to use this data to drive your marketing efforts. It should help pinpoint where your audience really hangs out and which mediums and messages they respond to positively. Build upon successful content by creating new content that fills in any gaps you missed the first time and then guide visitors straight to that information.

 

There is still time left in 2014 to solidify your marketing blueprint for the upcoming year.  As you wrap up your content marketing planning, address the trends above in order to identify which factors that'll be the most influential for determining your strategy.



About the author, Phillip Thune

Mr. Thune is the Chief Executive Officer of Textbroker, which he joined in 2010. Textbroker has grown dramatically as demand for content marketing has increased across the world. Prior to Textbroker, Mr. Thune was the CEO of HireMeNow.com and President of MIVA (previously FindWhat.com), where he helped grow the company from 35 employees and $500,000 in annual revenue to 500 employees and nearly $200 million in five years, raise over $34 million dollars, acquire five businesses for a total of $230 million, and achieve a market capitalization of over $700 million. Mr. Thune also helped lead two different radio broadcasting groups which were among the 25 largest in the U.S.

 

 

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