Over the past year we have seen an increase in the adoption rate of marketers who use content marketing (93 percent, up 2 percent since 2012) and a major shift in the industry as more CMOs believe that custom content is the future of marketing. But with only 42% of B2B marketers saying they are effective at it, there seems to be a growing need to build and implement successful, measurable content strategies.
In the past I have discussed the various factors that play a role in Content Marketing and even some insights from industry experts, but as the New Year approaches there is a wide range of possibilities available to content marketers. Video content, hyper personalization, and emerging content channels are just a few of the trends to look out for in the upcoming year. Let’s take a look at what some of the industry experts predict for Content Marketing in 2015.
The Future of Content Marketing: How Will It Impact Businesses?
1. Peter Foster, VP of Solutions Development at Yahoo
In 2015, data will play a larger role in content marketing; beyond just producing great content, brands need to reach and engage the right audience. The best content marketers will use data to personalize content according to who the consumer is, rather than the device they’re on, and tell a rich and seamless story that carries across screens. We’ll also see more focus on measurement as brands seek to rise above the noise.