Content marketing is an increasingly important part of the marketing strategy of companies. Companies are investing more and more in them, the media have incorporated them as a key element in their bottom line, and consumers seem especially receptive to these types of advertising formats. The contents add value, are not annoying and are more of a service than an advertisement, which makes them especially attractive. During 2014 there has been a lot of talk about content marketing and, during 2015, there will be no less talk and no less investment will be made in them. However, next year will be a period of greater maturity in the field of content marketing than the previous ones, which will imply certain changes in the strategy of companies in this field. Forbes magazine has published a guide with where the changes in content marketing will take place during the next year and these are some of the trends that will dominate the market.

Publishing is not enough: the value comes from the distribution During 2015, companies will launch into the next step in the world of content marketing or, at least, to assess one more element of the chain that makes these resources have an impact on the brand. And this step will be the realization that distribution is what gives value to content. It is not just about publishing information, it also has to reach consumers and, above all, they have to leave the environment that has already been created by the brand. From Forbes they recall a study by Alimeter that indicates that only 26% of company managers are investing in content distribution, although they are more aware of its importance (half say they know they have to). Strategically distributing content is, in fact, what makes a company’s proposal different from that of its competition. Frequency and Quantity vs. Quality and Engagement

The frequency of publication only makes sense when we develop quality content. The most relevant media are beginning to bet on reducing their publication frequency and the amount of content while they are betting on a greater production and quality of the same. The result is the difference between content that passes without penalty of glory, to  Cyprus WhatsApp Number List   information that really generates a high return and engagement. An abuse in the number of publications can lead to a certain saturation with which hardly any social reactions are generated, causing said content to end up being forgotten, losing its impact and reducing its return and potential engagement. Given the quantity, the ideal is less but better. Content marketing will be more closely linked to social media marketing Right now, social networks are already the main resource that companies use to distribute the content they produce, especially because they know that it is an open environment and that, hopefully, it will allow them to make that content go beyond the circuit in which they have been created and launched.

Companies already attach great importance to social networks, although in 2015 they will rely more on them. They have realized that distributing content is essential and they will emerge as the natural allies to achieve it. The consequence that this growing interest will have in how companies use social networks. As they know that it is the way to reach the consumer, companies will not only rely on organic formulas for their content to go viral, but will also bet on paid positioning. Ads will lose importance Traditional ads will no longer be the main objective when it comes to advertising investment on the internet: companies will focus and will begin to favor those ads that are integrated with informational content. In other words, content marketing will overtake the banner. Some media, they remind us, have already done without banners and traditional advertisements and others have promoted formats that are much closer to content marketing. The future of online media ads will therefore be much more like product placement in movies than the usual ads. In addition, both advertisers and publishers are expected to work together to achieve the best results when it comes to reaching the consumer.

Companies that do content marketing will be successful in SEO Despite the fact that many have given it up for dead or dying, SEO will continue to be one of the crucial elements in the near future that brands will use to reach the consumer. The buyer continues to use search engines to find what interests him and, therefore, he will have to continue betting on positioning himself well on the net. Nothing better for this than content marketing, which is what provides links, activity on social networks and the engagement that search engines value (and all naturally). Therefore, SEO and content marketing will come closer than ever. The guest post will have a new revival Perhaps due to its abusive uses or due to a misinterpretation of its benefits, guest posts , known as guest blogging ,

had ended up developing a not-so-good reputation within potential marketing efforts. In 2015, its power within the content marketing strategy will be restored because brands and their managers have understood what to do. Guest posts should not be a tool to promote or an excuse to create an avalanche of links to the site of the person who writes the article: they must be “legitimate” content that adds value to both parties and who reads that content. It is not an advertisement, but a content. And as it seems that the difference between one and the other is beginning to be understood, in 2015 a change will be seen and the guest posts will revive in terms of popularity. There will be a lot more money for content marketing Different studies have pointed out the growing importance of content marketing and also the fact that brands have begun to understand its role within the marketing strategy, so those responsible for companies will be much more aware that they must include it in their budget and they should also do well.

The budget for content marketing will thus rise again to record levels and beat what has been achieved in previous years. With more money, brands can also be much more open and varied in their efforts in this area. In 2015, content marketing will cover many and more diverse types of content, from white papers to syndicated content to mobile content, videos or studies. Content marketing will also touch email marketing But not only these new formats will benefit from the push of content marketing, something similar will also happen with email marketing, which will become more sophisticated in terms of content. As Forbes reminds us , until now email marketing was an excuse to distribute content that had already been published or promote products, now they will also become independent and differentiated tools to get the content that is created within content marketing strategy.

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