The Future of Content Marketing - 2014 Edition

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    26-Aug-2014

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Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However, with the influx of content via Social Media and other channels differentiating oneself from the noise is a big challenge. With the growth in various technologies and solutions marketers hope to do just that, as the new year brings on a new view towards content marketing. We asked experts and practitioners of Content Marketing to share their insights and predictions on the future, and various trends that companies should focus on in the upcoming year.

Transcript

  • Joseph McKeating - @josifmck In 2014, content marketing will continue to dramatically transform the public relations and media industries. Poor writers and communicators will be weeded out of reputable public relations agencies. An increasing number of traditional journalists will leave the media industry to help companies tell their stories and form strong relationships with customers. Both will lead to a more educated public used to on-demand information and advice. Founder Pulsar Strategy
  • Sloan Gaon - @sloaner Programmatic will solve natives scale issue: Expanding on the above, native advertising which has been the darling of the industry for the past two years, but has yet to truly take off due to its inability to scale will start to be offered programmatically. Brands like Red Bull, AMEX and LOreal have already successfully made the leap to becoming great content publishers, as traditional publishers like NYT, AP and Hearst are starting to think more and more like marketers. Yet for the right ad at the right time to finally become the right content at the right time, content marketing will need become seamlessly integrated and distributed through advanced targeting technology via ad exchanges and RTB platforms. CEO PulsePoint
  • Walter Blake Knoblock - @WBKnoblock The listicle trend has proven to easily to emulate/is indistinguishable. Look for companies to invest in more unique forms of content that rely upon creativity instead of ease. With Vine/Instagrams video technology plus videos being able to stream on Facebook timeline, look for short video memes to become more deeply rooted with content. Consider them minicommercials. Because of updates to Google search algorithm that favor Google+ shares over other social media networks, content marketers will begin to cater their content (and calls to action) to emphasize it being propagated through the Google+ platform. President Felix Exi
  • Derek Merdinyan - @VideoIgniter Limited attention spans plus an abundance of new content formats suggest that higher quality, visually rich pieces of content that communicate concisely will give marketers an edge over those solely relying on text-based content to communicate their messages. Founder VideoIgniter.com
  • Adi Bittan - @adiownerlistens 2014 will be the year of video in content marketing. Platforms like Twitter, Instagram and Facebook, are now or will soon allow video ads in consumer content feeds. With videos becoming cheaper to produce and platforms such as Veed.me opening up access to affordable creative talent, even small businesses can produce high quality videos. Expect to see many more content marketing videos in 2014! Co-founder & CEO OwnerListens.com
  • Frank Strong - @Frank_Strong Content consumers will gravitate towards thoughtful, insightful and well-researched long form content. It will perform better in search, more actively share and attract traffic from a community that seeks relevancy and actionable information. Businesses will take content production seriously by investing in experienced or especially talented professionals that can connect the dots in a respective industry like no other. Blogs produced by companies from Moz to Buffer App are already demonstrating the influence of this approach to content and wed all be wise to follow in our niches. Communications Director LexisNexis
  • Steve Susina - @ssusina When firms first started with content marketing, the goal for many was simply to get something produced. In 2014, marketers will be challenged to create content tailored to each stage of the buyers journey. Some content for top-of-funnel lead acquisition, different content to help with product selection, and still more for on-boarding and retention marketing. Marketing Director Lyons Consulting Group
  • Sara Flick - @ZOGDigital Google will start to rely more heavily on authorship and social signals to determine credibility and authenticity of content. Therefore, we expect more brands to recognize the value of content marketing as part of their digital strategies. As more brands and industries start utilizing content marketing, it will drive competition for users interests. Starting to think through a content strategy early can help marketers solidify their place as a thought leader. Manager of Content Strategy and PR ZOG Digital
  • Diane K. Danielson - @dianedanielson In 2014, smart content marketers will segment their messaging to reach distinct target markets. No more one size fits all. Chief Platform Officer Sperry Van Ness International Corporation
  • Alessandra Ceresa - @MissAleCristina I believe that we are going to see an increase in B2B content marketing. More and more B2B companies are going to be developing highly specialized content as their means of gaining trust with leads, as well as offering a sense of expertise in their respective industries. Businesses will focus on content that will assist in the sales process, versus content for lead generation. Director of Marketing GreenRope
  • Victor Gaxiola - @VictorGaxiola Consumers shouldnt, and wont, tolerate multiple marketing channels. In 2014 they will laser focus on the platforms that matter and discard those that dont. What does this mean for the big players? Will rumors of Facebook and Twitters slowing user growth cause them to lose their position as top dog? Or will they rebound with new features for marketing professionals? The answers are still up in the air, but I believe newer platforms, such as Pinterest and Instagram, will gain in popularity and importance. Meanwhile better known marketing platforms will find themselves in a survivor-style battle to stay relevant, with consumers readying their votes for whos going and whos staying. Subject Matter Expert: Social Media Actiance
  • Kim Lombard - @UPRISEmedia Due to the most recent round of SEO updates, content marketing will only get more vital for businesses. Any businesses who were on the fence about the value of original content will officially convert, and any who dont will be left in a vortex of third page Google searches. This will oversaturate the internet with content and make competing for the attention of your audience even more difficult. Founder UPRISE Media
  • Dave Rigotti - @drigotti To keep its dominance in the B2B advertising space, LinkedIn will launch a lead generation ad format (one click to share information) much like Twitter has with the Lead Generation Card. This will effectively lower cost per lead for marketers as there will be no landing page drop off. Facebook will continue to feel pressures to grow ad revenue so will open up more professionalrelated targeting fields to attract B2B ad budgets away from LinkedIn. Senior Marketing Manager Bizible
  • Richard De Pass - @rdepass Developing the Brand Beyond Advertising Rather than simply displaying their products, smart businesses in 2014 will take their content marketing to new levels of interaction with prospects. Smart businesses will build relationships with future clients by using short form gifs, images and videos that introduce their business in an innovative way. By using sound, sight and motion to engage the attention of their audience, smart businesses will put themselves in the best postion to succeed. Managing Director Spotlight Media and Publishing
  • Michael Shepherd - @shepherdgroup Content marketing in 2014 will feature more short-format video and rich-media executions. More video blogs will debut and marketers will find inspiration from big brands such as Coca-Colas Content 2020 initiative. President and CEO The Shepherd Group, Inc.
  • Wayne English - @WebContentRx Content marketing will go down in flames unless businesses arent taught how to use it properly. The secret is to publish material thats useful. Content marketing is not just another place to advertise. People will not consume content unless its pertinent, helpful, and well-constructed. As we like to say, Your content will either get read, or get lost. President WebContentRx
  • Rachel Parker - @resonancecont In 2014, small businesses will bust out of the blog and really start leveraging video, infographics, podcasting, and other formats formerly dominated by larger organizations. In embracing these formats, SMBs will be able to better leverage their closeness to their customers in delivering the right content to the right people, in the right place, at the right time, and in a format that fits their preferences. Founder and CEO Resonance Content Marketing
  • Jessica L. Levin - @JessicaLevin In 2014 Content Marketing will start to be once again called just marketing. Although companies will get better at hiring people who can produce content internally. I believe that tools like Facebook ads will evolve to help marketers better reach their target market with the right message at the right time so that rather than simply ads, valuable information will be shared and spread. These will be cheaper options than some of the marketing automation tools out there and should force those products to become more budget friendly. President and Chief Connector Seven Degrees Communications
  • Atchison Frazer - @marchitexture The future of content marketing is all about data-driven content origination and curation that are optimized for organic SEO (nonPPC), highly relevant and targeted, that will redefine the Long Tail principle - isolating segment of one topical resonance profiles, not necessarily state of mind to buy profiles. Marketers will design and build their own nurturing stream software to customize and track results of content asset performance in a systemic fashion. CMO KEMPTech
  • Wayne Liew - @WayneLiew Businesses to start adopting analytical approaches to content marketing. As businesses spend more resources on content marketing, business owners and marketers will need to start measuring the effectiveness of different types of content using tools such as Google Analytics. This approach allows marketers to have a sense of direction when it comes to content creation and to justify their investment to management. Founder Sprout Geek
  • Boni Satani - @bonirulzz Content marketing is still limited to few content formats like articles and Infographics. Next year we may see great focus in creating different forms of content ranging from podcast, vblogs, quiz content and creative content format. The focus on creating long resourceful content will be back as that in most of the cases it helps generates lots of value for users as well as publishers SEO Specialist Cygnet Infotech
  • Lori Feldman - @lorifeldman Marketers will get better at database segmentation so they are able to develop more relevant content to more subgroups of their community, rather than a one size fits all effort. This will result in more engagement with their companies by more people. President The Database Diva
  • Heather Carson - @heatheranne This year, opinion will trump information in 2014. There seems to be a surge of more thoughtbased / in-your-face content emerging whether or not its sourced adequately. Seeing less howtos and tips posts in favor of posts that inspire. People are using content to convince, rather than simply educate, more than ever. Those who will win in the end, will pair a powerful opinion with factual data. President and Co-Founder Onboardly
  • Sam Ford - @Sam_Ford Companies will put increasing budget behind telling their own stories and will continue their evolution toward acting as content producers. Innovative organizations will treat creating engaging content as a company-wide initiative beyond just marketing that impacts every part of the business. As a result, emphasis will shift from the volume of content created toward the editorial direction of the companys content as a whole and the continuity for the overall story the company is telling. Director of Audience Engagement Peppercomm
  • Kimberly Kurimski - @kkurimski I believe consumers will become more engaged on social media sites, video will be more prominent for businesses, humor will be the go-to for grabbing consumers attention, and a higher percentage of people will access their content on a mobile platform. Brand Manager We Rock Your Web
  • Oliver White - @RebelLabs The key to successful content marketing in 2014 for the average company is in cultivating and transforming the knowledge & experience of specialists inside your organization into regular, meaningful contributions that educate, challenge and entertain your primary audience. This impacts business by creating a content ecosystem that highlights your expertise, relates (ideally) back to your commercial interests, and enables smoother conversions to product down the line with increased brand familiarity. Head of RebelLabs
  • Emily Long - @webtalentmktg Content marketing is all about the consumers needs and user experience. It is a key part of capturing a consumers attention which is at an all-time premium in this digital age. With that in mind, we predict content marketing will play an absolutely vital role in achieving success as a digital marketer in 2014. We will see a decrease in contrived guest blogging and an increased number of marketers building valuable relationships with journalists for content creation. We also predict an increase in the importance of market research b...