The value of content marketing is now greater than ever. Content creation and strategic promotion of the same, are the techniques that lead to the success of each campaign, and marketers are doing everything to budgets for other forms of marketing divert precisely in this popular marketing channel. However, content marketing also has its difficulties.
In the following, we bring you an overview of the challenges that will confront marketers in 2015 in terms of content marketing, and trends that will dominate in the same.
1. Clients – businesses will realize that the content publishing is only the first step. The real value comes from the promotion of the same.
Most businesses that are not too versed in content marketing trends consider the content creation and publication of the same most important part of content marketing strategy. Unfortunately, these businesses are wrong. The area where special consideration should be is the promotion of created content, which many forget about. According to a survey conducted by Altimeter, only 26% martketers are actively investing in the promotion of content, although even more than half of them believe that the promotion is key to the success of the campaign.
Planning strategies for the promotion of the content is what will set aside a certain business entity from their competition. Search engine optimization and mobile devices, building relationships with brands, and cooperation with the authorities in your industry, are some of the ways to ensure that your content reaches its target audience.
2. Content marketing will be fully linked with the marketing of social networks.
Social networks are for all who want to do online marketing seriously and probably the most important channel for the promotion of the content. How companies are recognized the value of social networks in terms of strengthening the exposure and the range of their content, will increasingly rely on their help in terms of promotion. Although now the vast majority of marketers recognize the importance of social channels for their marketing (even 94% of them think that social networks are an important part of marketing strategy), yet even more marketers in 2015 will turn to this strategy for the promotion of the content.
Focusing on the promotion through social networks will contribute to the increased number of organic releases, as well as the increasing use of paid advertising. Businesses will focus its budget to paying ads and prominent disclosures, particularly on social networks Facebook, Twitter and LinkedIn.
3. Marketing experts will favor ads with relevant content.
We have already noticed an increase in the so-called. Ad natural (native ads) for many publishers, like BuzzFeed’s, The New York Times and Forbes. Since businesses realize how ineffective are ads through banners, which contribute only exposure of the brand to audience, natural ads, such as sponsored content, have become more popular and useful for successful marketing campaign.
As various products are placed in movies and promote in that way, in the same way advertisers will publish ads as part of a larger, relevant content, which is not commercial in nature, but of use to readers. Publishers and advertisers will with their cooperation ensure that paid content results in excellent user experience, and at easy fit into a larger whole.
4. Companies which accept content marketing will get to a better position in search results.
Although SEO and content marketing are considered separate disciplines, today, however, their field of activity overlaps.. In fact, often publishing content attracts links and leading to more shares and strengthen the brand, which ultimately results in a better ranking in the search engines.
Looking at the factors that influence the ranking of a website in search results, it is clear that quality and longer activities and those who get a lot of likes and shares on social networks, come up to the top position on search engines.
5. It will be fixed the reputation of the so-called guest blogging as part of the strategy of content marketing .
Guest posting, once a popular method of internet marketing, in recent times is hated and marketers have abandoned the use of this technique for building links. However, it is difficult not to recognize the benefits of these strategies, such as building a brand, exposure to the same audience, extended range, creating community, etc.
Excellent content marketers know the value that lies in the legitimate visiting blogging, where each publication and article contributes to the value of the site where the blogger is hosted. They know that the goal of this type of blogging is not marketing or advertising of products, but a contribution to the quality of websites through excellent, relevant and quality content. For this reason, 2015 could provide another chance this once popular marketing strategy.
6. Budget for content marketing will in most industries reach high proportions.
52% of B2B marketers plan to invest most of their budget in content marketing strategy in the next year. As marketers and business owners recognize the value and benefits of content marketing, money previously invested in SEO campaign will turn now to redirect the budget for content marketing.
This investment will contribute to the creation of different types of content, from articles, posts in blogs, videos, content created for mobile devices, and others. Also, marketers will invest a certain portion of their budget for promotion of the mentioned content through various marketing channels.
7. Content marketers will improve their use of e-mail marketing.
In the past year, the email marketing channel considered for promotion of existing content, such as posts on blog, and news about various products and services to subscribers. However, this method of promotion began to decline in their performance, and marketers will have to find new ways to achieve their content marketing goals via e-mail.
Results of the survey conducted by Hubspot point to the fact that users are today more than ever less willing to realize the purchase based on e-mails they have received. Given this fact, and the fact that many users are frustrated of increasing number of spam because they do not want to even read the contents of all e-mails. The challenge to marketers is clear: to create relevant content that will use the readers and inspire them to remain follow their contents.