If 2014 was the year content became the connective thread for all marketing, 2015 is poised to be the year that brands actually understand their audiences, and finally prove return on investment. As we enter 2015 in a more mature industry (58% of B2B marketers plan to increase their content marketing budget over the next 12 months), marketers will now focus on measuring their efforts with each individual consumer.
My annual list of 10 predictions for the content marketing industry all relate to deriving real ROI from the massive investments that marketers are now making in content. In order to prove ROI, marketers will need to shift from focusing on page views, to focusing on individuals. Brands will need to own long-term relationships with their audience, instead of creating a fleeting interaction. 2015 will be the year of ROI, but also the year that the power shifts, once and for all, to the consumer as people decide what content to engage with and share. Brands need to meet them at the right place with the right content, and should take note while there is still time to strategize.
1. Marketing will become people-focused
In 2015, marketers will gain a deeper understanding of their brand’s audience — going beyond traditional demographics and segmentation to focus on individual people’s interests and preferences. 2015 will be all about creating and delivering the right content, for the right person, at the right time, every time.
