Outlook Content marketing in 2015

Guide: 2015 will be a year to witness the return on investment, a year to transfer power centers to consumers, and thereafter consumers will decide what to participate in and share. The brand needs to create the right content in the right place to satisfy the consumer. While there is still time to develop strategies, brands should be aware of this.

Content marketing is a marketing approach that allows customers to gain information, understand information, and promote information exchange without advertising or marketing. It provides the information needed for the target market through print, digital, audio and video or activity, rather than relying on marketing jargon.

If the 2014 content marketing has gone through all aspects of marketing, 2015 brands will begin to truly understand their customers and ultimately witness their return on investment. In 2015 we will step into a more mature content marketing industry (58% of business-to-business marketers plan to increase their content marketing budgets over the next 12 months), and marketers will focus on each consumer.

To demonstrate ROI, marketers need to shift from their previous focus on web browsing to dedicated individuals. Brands need to build long-term relationships with their customers, rather than a fleeting interaction. 2015 will be a year to witness the return on investment, a year to shift power centers to consumers, and thereafter consumers will decide what to participate in and share. The brand needs to create the right content in the right place to satisfy the consumer. While there is still time to develop strategies, brands should be aware of this.

1. Marketing will be people-oriented

In the 2015, marketers will gain a deeper understanding of their brand's customers-beyond the traditional focus on personal interests and preferences through demographic and subdivision methods. The marketing of the 2015 will be to create and deliver the right content to the right people at the right time.

2. Large brands will be more focused on content control

With the development of technology and market, brand can produce a lot of content through many channels, how to control these content will be the key work of each global leading brand. If 2014 is a lot of creative content, then the 2015 focus will be on the control of these content, and the big brands will take a 0 tolerance attitude towards some despicable content or gray area content marketing. This is particularly true in areas such as insurance and finance.

3. Brand anti-social network to invest in their own marketing channels

In the 2014, the two words "social" and "mobile" were mentioned repeatedly, and in 2015 we will see more of the rise of our own channels and offline channels. Instead of relying on social networks to push branded content to the marketing model, the brand will create a platform-free content experience and create its own marketing channels to attract consumers according to their own conditions.

4. Big brands and High-tech companies will compete for journalists

As major brands start looking for content editors, and Google and Twitter technology platforms begin to build their content marketing, journalists will become hot. You'll see a lot of "data reporters" and "business story narrator" positions on LinkedIn, and you may find yourself looking for such people.

5. Marketers will be the engine of business growth

Now, we've seen how content marketing can drive consumer participation and volume growth, and marketers need to demonstrate how they increase their company's revenue. In the new year, marketers can develop their business through content marketing and prove it. They need to embody the value of the content marketing strategy and prove that the relationship they are building will increase the company's income in the long run.

6. Approaches to the millennial generation are individualism

The millennium is an independent generation; They are a group of wild wolves, not a flock of independent sheep. Despite the common characteristics of the millennial generation, marketers need to focus on their personalities in the 2015. Marketers will start customizing the content based on their personal cultural interests, status and acceptance of the price range. This approach will be the only way marketers can really spark brand loyalty in the millennial generation.

7. Content marketers will focus on solution partners

As content marketing is further linked to business goals, market integration will become very important. Brands will need seamless solutions to make their content marketing work better integrated with the customer Relationship Management system (CRMs). On the other hand, technology providers will develop their partners ' ecosystems through exclusive contracts and seek new opportunities for consolidation that benefit customers.

8. Market integration will expand to content marketing

With major acquisitions in the marketing automation industry (such as Responsys and Silverpop) over the past year, market consolidation does not seem to be slowing. Will the content marketing platform be the next target for these players? Do they want to build a trans-channel solution? It could be. As workflow and editorial calendar products become increasingly standardized and commercialized, each content marketing platform is beginning to become the same, and some smaller platforms in the field may be integrated. As social and content platforms start to compete, and market turmoil increases, corporate mergers can assess who is attractive and transformative in the long run, so that true technological innovation separates industry leaders from laggards.

9. Video will play a bigger role in the content marketing strategy

With more and more social platforms starting to use video, and increasing demand for user participation and content generation, brands will make full use of platforms such as Vine and YouTube to quickly create video content and keep in touch with their viewers in real time.

10. The exchange of content will be the most important

When so much content is created, global (and national) brands will need to create content exchange. These are not yesterday's digital asset management solutions, but some of the expanding centralized platforms on which brands can create, collaborate, share, and publish content. Through these exchanges, marketers can ultimately measure which content is in line and why it works.