2013 has been a breakout year for content marketing. The “star” marketing strategy has now become a staple in many companies’ inbound marketing efforts. In fact, the number of U.S. companies with a comprehensive content marketing strategy in place jumped from 28 percent in 2012 to 49 percent in 2013, according to IMN’s “2013 Content Marketing Survey Report.”
So, what can we expect from this marketing gem in the coming year? Recently, Forbes compiled its top 10 content marketing trends that will dominate in 2014. We chose our favorite four and weighed in on what we think is in store for the coming year.
- Content Marketing will Go Mobile: With analysts predicting that mobile will trump desktop usage within the next two years, companies would be unwise to not incorporate mobile into their existing content marketing strategies. Creative, compelling content that’s “reader-friendly” on-the-go will become critical.
- Google+ and Slideshare will be a Must for B2Bs: Now more than ever, B2B marketers are turning to social media to promote content and spread brand awareness. With Google+’s projected growth and Slideshare already being used by 40 percent of B2B marketers, these two social platforms are here to stay.
- Location-Based Content Marketing will Equal Huge ROI for Brick- and- Mortars: With today’s GPS-enabled smartphones, brick- and-mortar businesses would be doing themselves a great disservice by not taking advantage of delivering customized, location-based ads and deals to consumers.
- “Director of Content” will be the Next Big Job Title: With CEOs finally realizing that their business can’t survive without content marketing, they will start actively recruiting and hiring dedicated content marketing managers.
- Content Marketing Spending will Continue to Skyrocket: According to a “B2B Content Marketing: 2014 Benchmarks, Budgets and Trends – North American” study commissioned by the Content Marketing Institute, marketers will continue to aggressively invest in content marketing. Currently, on average, B2B marketers allocate 30 percent of their budgets to content marketing, which will increase to 58 percent over the next 12 months.
If your business isn’t planning on investing in content marketing in 2014, you will undoubtedly be among the minority. Tell us… what trends do you think will dominate 2014?