This week, our friends at the Content Marketing Institute (CMI) compiled their seventh annual list of content marketing predictions. Although they ate some crow for a few prediction fails in 2014 (hey, nobody’s perfect), overall their thought leaders demonstrated remarkable accuracy in capturing the heart of this rapidly evolving marketplace.
Looking at the predictions that have been offered up for 2015, there are quite a few that we couldn’t agree with more. And, there are even some that we’ve been hinting at ourselves over the past year, like these great examples:
2015 will bring decentralized content creation programs with participants across the company (not just marketing), as well as content initiatives that rely on user-generated content in expanded and highly strategic ways. The best source of content in most companies may be right under your nose: your employees and customers. – Jay Baer, President, Convince & Convert
We couldn’t agree more, Jay! We’ve long believed that content marketing is about more than just marketing content. In fact, we recently published an infographic illustrating that all of the customer-facing content organizations create (whether it’s from their marketing, sales, technical documentation, product development or customer service departments) has an important role to play in building customer relationships.
Not only that, we also think tapping into all of those diverse content sources could be the solution to what many content marketers cite as their biggest challenge: producing enough content to meet demand. Once content marketers open their eyes to all of the different content their organizations already create, they’ll find that their real challenge is incorporating it all into their content marketing efforts. Plus, they’ll have to figure out how to standardize it all so it’s consistent in terms of branding, style, and tone of voice.
Brands will recognize the role of editor as the missing link to true content marketing effectiveness. – Sarah Mitchell, Director of Content Strategy, Lush Digital Media
Sarah’s spot on with that one! Editors are so important because they’re the ones who are ultimately responsible for ensuring the quality and consistency of companies’ content. After all, they’re typically the ones who take the time to check that writers from different departments are using the right terminology, achieving the appropriate tone of voice, and not letting typos or any other embarrassing mistakes find their way to your customers.
The problem, particularly at large companies that produce a lot of content, is that being able to hire enough editors to review all of the content can be prohibitively expensive. Fortunately, good content optimization software platforms offer a much more cost-effective alternative that you can easily scale no matter how much content you produce.
Now is the time to have content marketers really step up and lead a centrilized organization that directs, creates (or supports the creation of), and distributes content. 2015 will see the end of fractured programs and tactics. – Amanda Maksymiw, Content Marketing Manager, Lattice Engines
Amanda is right! Fractured programs and tactics just aren’t going to cut in anymore. Content marketers needs to be more strategic. We’ve been trying to do our part to add to this discussion, having written this post about how to create a content strategy earlier this year. Plus, we’re working on an eBook right now about the future of content marketing. Rest assured that it too calls out the fact that strategy has a big role to play to the success of content marketing going forward. Stay tuned for the eBook in March 2015.
Thanks to CMI for collecting so many great content marketing predictions for 2015. We hope you’re as excited as we are to see what the New Year brings. While nothing’s ever certain, here at Acrolinx we’re 100 percent confident about one thing: We’ll continue to provide you with the best content we can each and every week.