This article has moved to the new Steveology Group website. Great marketing
In Part 1 I shared what I saw coming in 2015 for digital marketers. For this post I look at few key trends that I think are worth knowing about.
Click To Tweet >>> Social, Mobile, Content Marketing Predictions for 2015 Part 2
Taking The Notion Of “Brands Are Publishers” And Pushing The Boundaries
How that plays out: We’ll focus on enormous empathy and customer experience (and not just more blog posts). (That doesn’t mean blog posts aren’t important, for the right company and the right customer. But it means we consider if that’s the best approach, rather than making a post the default.)
We’ll focus on more relevance and new inspirations (rather than just the tried and true).
And we’ll focus on being generously useful.
Steve’s Comment: Tom Foremski for predicted this about 10 years ago, and he was right. The idea of becoming a publisher is very difficult for businesses…especially for large ones. They traditionally think about ensuring every word they publish is saccharine sweet and glowing in its obsequious praise. However, publishers want to attract readers and are forced to write for them. Not at them. With the growing cost of creating content, the painful truth that self-serving drek just doesn’t get shared rings loudly. Content marketers who strike the balance of being a great editor who knows a good story, but has the keen eye of a publisher who knows it must drive revenue will be the biggest winners.
Starting with sharing your blog posts or larger digital assets on your best performing social networks, like Twitter or Facebook, helps get early exposure, going back and promoting them with $20 bucks gives you a better chance to see how they will perform, and stronger signals to determine if they are worth supporting with heavier ad dollars.
Twitter’s New Business Advertising Model Will Skyrocket In Popularity
With Twitter’s move to offering businesses more choice and flexibility in how and what they pay for in terms of advertising, more small and medium sized businesses will jump on the Twitter ad bandwagon. The new fee structure allows businesses to pay for certain performance-based actions rather than just retweets or clicks.
These objective-based campaigns, which are still currently in beta, will offer more flexibility including tweet engagements (retweets, replies, etc.), website clicks or conversions, app installs, new followers and leads. These campaigns will be particularly appealing to small business owners who want to pay for results, not just for brand visibility.
Steve’s Comment: Paying to amplify content marketing is the new reality. Ad spending will continue to grow as social networks gate meaningful access to businesses trying to reach the active users. Both Facebook and Twitter are evolving their advertising models to bring in more companies. There is an advantage for midsized business because they can create more micro-campaigns to take advantage of multiple niches their product serve that large companies are likely to overlook or undervalue. Learning how to create and test multiple ad campaigns can be learned over a weekend. Marketers not willing to get their hands dirty are at a disadvantage for career growth.
Advanced, Pervasive and Invisible Analytics
Analytics will take center stage as the volume of data generated by embedded systems increases and vast pools of structured and unstructured data inside and outside the enterprise are analyzed. “Every app now needs to be an analytic app,” said Mr. Cearley.
“Organizations need to manage how best to filter the huge amounts of data coming from the IoT, social media and wearable devices, and then deliver exactly the right information to the right person, at the right time. Analytics will become deeply, but invisibly embedded everywhere.” Big data remains an important enabler for this trend but the focus needs to shift to thinking about big questions and big answers first and big data second — the value is in the answers, not the data.
— David Cearley (Read More Gartner Identifies the Top 10 Strategic Technology Trends for 2015)
Steve’s Comment: Knowing what content is accelerating sales, and which channels work for different types of content is mandatory. While marketing analytics is growing, to date much of it is to generate graphs and reports that we show the bosses we did something and make everyone feel good. However, we now need to grasp, analyze, and make data actionable. We need to get ahead of the curve and know specifically which kinds of content drives business goals, and pay to promote it, now requires marketers to become marketing technologists. And that’s a good thing.
About The Author
Steve Farnsworth is a Demand Generation Strategist for The @Steveology Group: A Content Marketing agency that drive sales and dominate markets for high tech B2B. You can contact Steve or connect with him on Twitter as @Steveology.
And a special thank you for the very cool team at Racepoint Global for their outstanding work and continued support.