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At the start of the year, we wrote about “14 Content Marketing Must-Dos for 2014.” Now, we wanted to revisit these imperatives and take a pulse on marketers’ performance — are these key areas being sufficiently addressed by marketers? Have some must-dos already become table stakes, while others have been slower to become a priority? After the session, you’ll understand: • How forward-thinking marketers are embracing new practices • How their goals and tactics may have changed as a result • Which areas have seen notable improvements so far • Which areas may present unaddressed opportunities We hope you’re inspired to take a constructive look at your progress and assess any key areas of opportunity to keep in focus for the remainder of 2014.
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What’s changed since January, and where are we headed next?
Content Marketing Trends of 2014:
Emily Friedman Research Consultant LinkedIn
Proving the Value of Content Content Marketing 2014 Trend #1:
36% % of B2B Content Marketers who consider themselves
effective at content marketing
2014 2013
42%
80% % of B2B Content Marketers who cite lead generation as a
goal of content marketing Among the least effective marketers
Among the most effective marketers
64% Vs.
Source: Content Marketing Institute
Tapping into the Power of Story Content Marketing 2014 Trend #2:
• +50% increase in time spent on site overall
• +20% increase in time spent on pages of site
Source: 3MDIY, Mashable
Integrating Lead Gen Efforts with Content Marketing Campaigns
Content Marketing 2014 Trend #3:
agree that it’s important to see all marketing data in a single dashboard 89%
would consume more marketing data if they could see it all in one place 66%
can actually see all of their marketing data in one dashboard 19% Despite this, only
Source: Domo
Recognizing that Small is Beautiful
Content Marketing 2014 Trend #4:
Videos shared on Vine 8,333
Images pinned on Pinterest 3,472
Photos posted on Instagram 216K
In every minute of the day…
Source: @GeneralElectric (via Ignite Social Media)
The Personalization of Content Content Marketing 2014 Trend #5:
22%
are using personalization and/or dynamic content
so far in 2014*
33%
cite personalization as the most important focus of
their marketing moving forward**
Sources: Ifbyphone, Adobe
Acting on Insights with Real-time Content
Content Marketing 2014 Trend #6:
Customer-Centric is the New Social-Centric
Content Marketing 2014 Trend #7:
Empowering Employees to Contribute Content
Content Marketing 2014 Trend #8:
Source: SocialChorus
Embracing Entertaining Content Content Marketing 2014 Trend #9:
Personalizing Event Marketing & Accurately Measuring Success
Content Marketing 2014 Trend #10:
of marketers currently use CRM solutions that can track in-person interactions 52%
of marketers will invest in CRM solutions that can track in-person interactions in 2014 30%
Source: ifbyphone
Becoming a Social Business Content Marketing 2014 Trend #11:
Compelling Your Customers to Spread the Word
Content Marketing 2014 Trend #12:
30% of consumers
share content from companies on social media monthly+
92% of consumers
trust brand advocates
Source: Forrester
Source: Ipsos (via Mashable)
Rising Importance of Video in an Increasingly Mobile World
Content Marketing 2014 Trend #13:
Understanding the Role of Influence
Content Marketing 2014 Trend #14:
1. Prove the value of content
2. Tap into the power of story
3. Integrate lead gen & CM campaigns
4. Recognize that small is beautiful
5. Personalization of content
6. Act on insights w/ real-time content
7. Customer-centric = new social-centric
8. Employees to contribute content
9. Embrace entertaining content
10. Personalize/measure event marketing
11. Become a social business
12. Compel customers to spread the word
13. Importance of video in a mobile world
14. Understand the role of influence
RECAP: 14 Content Marketing Must-Dos for 2014
1
2
7
3
4
5
6
8
9
10
11
14
12
13
For more on content marketing trends, visit lnkd.in/cmtrends
Share your own Content Marketing Trends and observations with us:
Revisit the original 2014 Content Marketing Trends eBook: On LinkedIn:
Marketing Innovation with LinkedIn Group On Twitter: @LinkedInMktg #CMTrends2014
Sources: 1. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf 2. http://public.ifbyphone.com/landingpage/marketing-measurement-survey-2014/ 3 http://mashable.com/2014/05/21/3m-post-it-marketing-strategy/ 4. http://www.domo.com/learn/2013-data-driven-marketing-survey-report 5. http://mashable.com/2014/04/23/data-online-every-minute/ 6. http://mashable.com/2014/04/09/millennials-user-generated-media/ 7. http://www.marketingcharts.com/wp/online/personalization-tops-big-data-social-as-us-marketers-most-important-future-area-41681/ 8. DNN/Lawless Research/SSI study, May 2014, via eMarketer 9. http://www.forrester.com/Big+Datas+Big+Meaning+For+Marketing/fulltext/-/E-RES114782#endnote13 10. http://www.marketingprofs.com/chirp/2014/24740/unleash-the-superpowers-of-employee-advocates-infographic 11. http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-060514 12. http://public.ifbyphone.com/landingpage/marketing-measurement-survey-2014/ 13. http://www.momentumww.com/blog/2013/12/18/research-ranks-live-experience-as-lead-driver-of-brand-recommendation-conversation 14. http://www.marketingcharts.com/wp/online/audience-targeting-budgets-to-rise-3rd-party-online-data-preferred-42381/ 15. http://www.forrester.com/Build+Your+Content+Brand+By+Delivering+Customer+Value/fulltext/-/E-RES109182#endnote7 16. http://www.convinceandconvert.com/content-marketing/social-media-influencers-versus-brand-advocates-infographic/ 17. Association of National Advertisers/Forrester Consulting study, May 2014, via eMarketer . 18. http://www.marketingcharts.com/wp/online/global-b2b-marketers-rate-their-most-effective-social-media-post-types-42341/attachment/b2bmarketing-net-most-effective-social-post-types-may2014/
