Content marketing has shown tremendous growth in 2014, but what are some of the trends to look out for in 2015? How can brands and publishers take advantage of these trends?
According to the Content Marketing Institute, 93 percent of business-to-business marketers are using content marketing and 42 percent believe that their programs are effective.
Brands have continued to report good results from content marketing.
For example, Mark Yolton, vice president of digital at Cisco Systems, said, “Our video and webcast content in Q3 2014 generated about 1,200 net new names … and $13 million in sales-qualified leads.”
As we look ahead into 2015, what are some of the trends we should see developing?
Trend #1: Post-viral world
According to TubeMogul, 53 percent of all videos have less than 500 views. The sooner everyone realizes that not all videos will go viral, the quicker we can all move on to thinking what value can be obtained from making great content.
A recent report by the Content Marketing Institute mentioned that only 48 percent of companies have a documented content strategy and only 21 percent succeed in tracking ROI.
Therefore, we expect brands to start to better measure the value of content marketing and consider it a great tool to obtain audience insights on their customers.
