The Content Marketing Institute has for the seventh consecutive year compiled 60 content marketing predictions from thought leaders around the world. Here are some of our favorites:
• Brands will recognize the role of editor as the missing link to true content marketing effectiveness. We’ve figured out how to create content and how to publish, but can’t move firmly into brand journalism until we adopt and editorial discipline.
Head of Content Stategy at Lush Digital Media
• We will see a shift from discoverability-oriented content development and distribution (SEO driven), to context-aware content. It’s a shift from utility to utility-in-the-moment. Think about how you can create and distribute content triggered by weather, location, or news events. The bar will be raised on hyper-relevance.
Director, Data + Content + Media at Kraft Foods
• With a close eye on Amazon Local, more brands will test hyper-local content in 2015. Peer-to-peer marketing has a natural home in local communities. It will be a refreshing step away from content fatigue; but hyper local will also be susceptible to over-saturation with white noise.
Marketing Communications at LinguaLinx
• Remarkable content and storytelling isn’t enough. Marketing technology specifically marketing automation and analytics performs, will play an increasingly important role in the planning, creation, and distribution of content. The technology enables marketers to be more sophisticated in targeting the right content, to the right audiences, at the right times. High-performing content marketers must become hybrids – part marketer, part technologist.
CEO at PR 20/20
• For my “safe, soft prediction,” I predict 2015 as the year of content-as-process. Brands will stop looking at content marketing as “campaigns” and instead will look to create smart processes. For the one you can call me out on: I predict that Google will acquire Twitter, and SalesForce.com will acquire a content management company.
Chief Strategy Officer at Content Marketing Institute
We look forward to seeing what successful content marketing for Social Media will look like in 2015. What will change and what will stay the same? For now, we feel safe to say, that content marketing will increasingly depend on localization and high quality visuals. Check out the rest of the 60 content predictions and see if you agree.