Align your content and social media marketing strategies with your existing business strategies. The reason I predict that content and social media strategies will be documented and aligned with business strategies in 2015 is recent data from Content Marketing Institute and MarketingProfs that show that 35% of respondents had a documented content marketing strategy. As a result, they were 62% more likely will be able to achieve better results. Similarly, HubSpot in their State of Inbound found that people who tracked ROI had a 17 times greater ROI just by the fact that they measured it. Therefore, what you need to do for 2015 to improve your B2B marketing is to align your content and social media marketing strategies with your business strategies. This means that you need to have a documented strategy. You need to also know who your customer is by having a well-developed marketing persona. Research by Content Marketing Institute and MarketingProfs show that you needed four personas on average. 2015 for B2B marketers will be the year of video. 2015 will be the year of video for B2B marketers. Video is going to be strong because it’s photographs on steroids – and 2013 and 2014 have been years of visual content marketing. Part of the rationale behind moving towards video is the fact that YouTube is the second largest search engine. So that if you want to be found by your prospects and their influencers, you need to be findable on YouTube by having content there. Additionally, video content is an easy way for marketers to get input from their employees and customers who either do not have time to sit down and talk to them to gather well-written out content or who may be afraid to put their ideas in words on paper. 2015 will be the year of increased use of content curation by B2B marketers. The reason B2B marketers will increase their use of content curation is the following three reasons: 1. Content curation enables you to become a tastemaker. It’s very important because there is the 80/20 rule on social media. You can’t keep crying, “my company, my company, my company” – you need to show a variety of other voices on social media. So curating other articles and other pieces of information makes you much more of a thought-leader and a tastemaker. 2. You’ve got to think the way that Content Marketing Institute did. Joe Pulizzi wrote that they were hiring a new employee for content curation. Why? Because the exact person will help leverage not outside content curation, but to build and extend the use of their existing content via digital asset management. 3. By using curation, it actually helps you by leveraging other people’s audiences. You can see content curation that curates their information, as well as creating new, unique information by gathering people’s opinions. Lee Odden is an expert at doing this. He creates the pre-conference eBooks that garner tens of thousands of views on SlideSh

1.  Top 3 Marketing Predictions for 2015
Heidi Cohen
Chief Content Officer for Actionable Marketing Guide and
President of Riverside Marketing Strategies

2. “ Align your content and social
media marketing strategies
with your existing business
strategies

3. Align your content and social media marketing
strategies with your existing business strategies
 Recent data shows that of the 35% with a
documented content marketing strategy, 62%
were more likely will be able to achieve better
results.
 Similarly, people who tracked ROI had a 17
times greater ROI just by the fact that they
measured it.
 This means that you need to have a
documented strategy complete with well-developed
customer personas.
 Lastly, you need to measure your goals so
that these metrics help you achieve a greater
ROI.
1

4. “ 2015 for B2B marketers
will be the year of video

5. 2015 for B2B marketers will be the year of
video
 Video is going to be strong in 2015
because they are photographs on
steroids.
 Video content is an easy way for
marketers to get input from their time-strapped
employees and customers.
 And lastly, don’t forget to use multiple
platforms for distribution; YouTube
and a variety of sites including your
own sites and social media platforms.
2

6. “ 2015 will be the year of
increased use of content
curation by B2B marketers

7. 2015 will be the year of increased use of
content curation by B2B marketers
 Content curation enables you to
become a tastemaker.
 Content Marketing Institute
recently hired an employee solely
to manage and oversee content
curation.
 By using curation, it actually helps
you by leveraging other people’s
audiences
3

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