Approximately two weeks stand between us and that great glittery ball drop. And since there’s just not enough to do between now and then, we thought we’d take a minute to ignore those last few items on our Christmas list (wool slippers for Great Aunt Josephine – again?) and instead run down our top five picks for what to expect from content marketing in 2015.
1. The Switch from Search
There’s always going to be a need for internet searches like, “How do I beat Flappy Bird?” But 2015 will likely represent a period in which a shift happens from search to discover thanks to the one-two punch of social media dominance and new heights in mobile connectedness. In the year ahead, we can expect more consumers to rely on their social networks for content delivery.
2. Take a Video
We’ve all used the 6th grade playground insult, “Take a picture, it’ll last longer.” And while pictures indeed have useful play in content strategy, smart marketers – like us, natch – know it’s all about the video. Today’s consumers don’t just want to be spoon fed information; they want to be told an interesting story. Video offers content marketers a valuable tool for doing exactly that.
3. Quantity Counts
By now, we all know that content fuels search, and marketers have spent the last decade working out the kinks. The post-Panda landscape offers a different view from the keyword-stuffed, low-value content of days of yore. Creative marketing solutions in 2015 – the era of Youtility – will continue to detour from the glut of content for content’s sake and instead focus on unique, original and meaningful content.
4. Measuring Matters
We’re practically swimming in data, but how many people actually use it? This year we can expect marketers to give up on guesswork and increasingly rely on analytics to determine what’s working and what’s not. The data’s there’s for the taking – 2015 is all about extracting meaning from it in a targeted “measure twice, cut once” approach that utilizes the full range of digital channels and tools.
5. The Age of “Instant”
Madonna may have lived in a material world, but we’re living in an instant one. The 21st century consumer is all about instant gratification, and 2015 will deliver. Real-time, instant content is a little-used marketing tool with huge potential. Consumers want to know what’s happening right now at this very minute. Creative marketing solutions will adopt instant blog posts, videos and site updates which play off the news while also practicing restraint in order to maintain a positive brand presence.
In the immortal words of Ferris Bueller, “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” While this may be a moment to make merry, it’s also a time to plan for the future. This year we’re toasting to a terrific 2014 and an even better year ahead!
At The frank Agency, we’re always looking ahead and monitoring industry trends to maximize our clients’ marketing efforts. Want to learn more about how we can help your business? Contact us today and we’ll fill you in.