The Top 4 Content Marketing Predictions for 2015

December 27, 2014

If you’ve been following us then you know about our passion for content. In 2014 we’ve covered a lot about content marketing – everything from the power of video to why distribution is key.  Here are our top four predictions for content marketing in 2015.

1. More Mobile Video ContentWhat are your content marketing goals for 2015?

Did you know that in 2014:

  • 90% of online shoppers stated that a video helped them in their shopping and buying decision?
  • One-third of all online activity was spent watching videos?
  • 64% of website visitors were more likely to buy a product online after watching a video?

Online video users are expected to rise to over one billion in 2016. YouTube’s recent revelation that half of their views originate from mobile is why a focus on mobile video content tops our predictions of marketing trends in 2015. Combine this with a rise in video viewership by 50% every year? If you aren’t using video as a marketing tool now you’ll definitely fall behind your competition come the New Year.

(Click here for the must-knows of video marketing)

2. Rising Importance of Niche-Oriented and Local Content

It’s becoming clear that the best way to grow your brand is to find its niche. With so many platforms popping up seemingly overnight, focusing on those niche areas your target demographic is most interested in,and which channels they receive this content from is no longer a good idea: it’s a necessity.

This is why we’re expecting a stronger focus on niche-oriented content. Remember when we discussed how less than 10% of high-level executives leveraged social media and content as marketing tools? Expect to see not only a rise in the number of companies utilizing social media platforms but also a focus on two or three platforms rather than all of them. Remember, distribution is queen in the content marketing game. Make sure you’re putting your content out where it matters.

In conjunction with this trend, expect to see a move towards local, niche content. Google has made the news of late with their new local search ranking changes. The new rankings focus on two main criteria. Namely, how established your brand is and the local signals tied to it.  Expect to see content marketing becoming more local oriented as well.

3. Continued Growth of Native Advertising

Another big shift we’ve seen in the latter half of 2014 is the rise of native advertising. The idea is almost counter-intuitive: why advertise if you’re not saying what you sell or who you are?  Yet whereas 99.8% of banner ads were ignored, native ads saw an 82% in brand lift effectiveness, and a purchase intent rate of 53%.

Therefore, it’s no surprise when we say we believe native advertising will be the next big push in content marketing. The challenge here will be how to create unique and remarkable content as part of your native advertising campaign. That’s where our second point comes in: study your niche market! Chances are you’ll find more than enough ideas in what your audience is drawn to regularly.

4. Evolution of User-Generated Content

Several new apps were big in 2014 that catered to the spread of user-generated content.

SnapChat allowed users to easily share selfies and images and in 2014 saw 30 million active monthly users generating over 400 million ‘snaps’ a day. Instagram boasted 200 million active monthly users. To date, over 20 billion photos have been shared. Even ‘push to share’ video platforms saw a rise. Vine saw over 40 million users this year – about five Vines tweeted every second. This has changed the way we look at video marketing and viral content.

As custom content becomes increasingly prevalent, we predict user-generated content will become an integral part of brand marketing. Potential customers are more likely to listen to past customers, and people are more likely to trust someone in their own community. Personal referrals and testimonials continue to be some of the most effective forms of marketing. The challenge here will be how to promote content creation within your audience base.

What are your content marketing goals for 2015?

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