The document provides predictions from various content marketing influencers for trends in 2015. Some of the key predictions include: - Marketers will make a serious effort in audio content like podcasts as connectivity in cars and mobile devices increases. - Companies will step outside the box with more interactive and engaging content, utilizing technologies like augmented reality. - Content will be created and distributed more by employees and communities through new media like video and podcasts. - Content marketing technology stacks will emerge to integrate all aspects of content planning, production, analytics, targeting and optimization.

1. Content Marketing
Predictions for 2015
A forecast from content marketing influencers
Tweet your prediction to us!
@brand
#contentmarketing2015

2. Withnewcarshavingseeminglydozensof
waystoconnectyoursmartphonestothem,
you'llseeabigriseintheimportanceofaudio
contentnextyear.Whetherit'slisteningtoa
podcastoverBluetoothinyourcarorduring
yourbusridetowork,contentmarketersare
havemoreopportunitiesthaneverbeforeto
engagewithpeopleduringtheircommute.In
2015,you'llfinallyseemarketersmakea
seriouseffortinaudio.
Allen Gannett, CEO ofTrack Maven
@Allen
"In 2015, you'll finally see
marketers make a
serious effort in audio."
- @Allen via @brand
#contentmarketing2015

3. 2015willbetheyearthatcompaniesandbrands
reallystepoutsideoftheboxwiththeircontent
creationstrategy,withthegoalofmaking
contentmoreinteractiveandengaging.Utilizing
technologylikeAugmentedReality,whichhas
beenonthecuspofmainstreamforawhilenow,
willallowthemtodothis.Ipredictthat
AugmentedRealitywillbeembracedmorefully
bydigitalagenciesfortheirhealthcare,
pharmaceuticalandeducationindustry
clients.
Anise Smith, Marketing Professor at Antonelli College
@AniseSmith
"2015 will be the year
that companies and
brands really step
outside of the box.“
- @AniseSmith
via @brand
#contentmarketing2015

4. Contentwillmovefromamarketingdrivenroletobrands
creatingandoperatingcommunitymediahubs. Employees
willbecomethestarsofthebrandascompaniesbeginto
embracethepowerofemployeepersonalbrandingand
employeecreatedcontentincludingvideos,podcasts,blogs
andanyotherassetthatcreateconversationsasUGC
becomesCommunityGeneratedContentbyemployees,
customersandthecommunity. VideoandPodcastingwill
growdramaticallyasconsumptionofthesetechnologiesare
dramaticallyincreasedthankstomobileandInternetofThings
enableddevices. ContentwillstillbeKingin2015butthatKing
willbedeliveredvianewtypesofmediathatarecreatedby
thecommunityandemployees.
Brian Fanzo, Partner at BroadSuite
@iSocialFanz
"Content will still be King in
2015 but that King will be
delivered via new types of
media."
- @iSocialFanz via @brand
#contentmarketing2015

5. Wewillseecontentmarketingtechnologystacksbeginto
emerge.Theseareend-to-endsoftwaresolutionsthatwill
integrateallaspectsofcontentmarketing:planning,
production,analytics,targeting,optimization,governance,
legal,compliance,etc.Thesesoftwarestackswillabsorb
socialmediasoftwaresolutionsaswellas"talk"tothestacks
thatmanagedigitaladvertising.Infactthesetwostacks,
contentandadvertising,arewhatwillcomprisewhatwe
refertotodayas"themarketingcloud."
Rebecca Lieb, Industry Analyst atAltimeter Group
@lieblink
"We will see content
marketing technology
stacks begin to emerge."
- @lieblink via @brand
#contentmarketing2015

6. Organizationswilldevelopcontentcultures.Contentcan't
justresideinmarketing.Therearesubjectmatterexperts
acrosstheenterprise,insales,customerservice,product,HR
andseniormanagement.Eachpossessesdifferenttypesof
expertiseandaddressesdifferentconstituencies.When
organizationstrainandempowercontenttoflowbothup-
anddownstreamorganizationally,theywillproducebetter,
morehumanandmorerelevantcontent.Watchfor
companiesdevelopprogramstotrainemployees,regardless
offunction,intheimportanceandefficiencyofcontent.
Rebecca Lieb, Industry Analyst atAltimeter Group
@lieblink
"Organizations will develop
content cultures.“
- @lieblink via @brand
#contentmarketing2015

7. Shortformcontinuestodominatesocialmedia:
Infographics,AnimatedGIFs,Snapchat,Vines,Instagram
videoscontinuetodominate,allowingpeopleand
organizationstoquicklytelltheirstories,getattention,and
potentiallygoviral.We'llseemore/bettercurationofuser-
generatedcontent,resultinginhigherqualityandmore
viewsandsharing.
Real-Time&Just-In-Timecontentmarketing(gettingthe
rightmessagetotherightpersonattherighttime)becomes
thenewgoal,vspreconfiguredmessagingthatisdelivered
onthePublishersschedule.
David Mathison, Curator at CDO Summit
@BeTheMedia
"We'll see more/better
curation of user-generated
content." - @BeTheMedia
via @brand
#contentmareting2015

8. Ibelievein2015SocialMediaMarketingwillbetakingabigleap
forward–organizationswillbeforcedtoreallyestablisha
relationshipwiththeircustomers.Ifyoutakealookatwhat
Facebookisdoing,they’llberewardingcontentthattrulysparks
engagementandinterestfromreaders–thedaysof“Liketo
enter”or“Buyitnow”areover.ThetermHumantoHuman,
coinedbyPureMatterCEO,BryanKramer,willevolvetheway
organizationsshouldthinkaboutthecustomers–in2015
platformswillrewardgroupsthattreattheiraudiencelike
people.IalsofeelVideocontentwillbecomemuchmore
prominentacrosstheboard,skyrocketingengagement.2015is
anexcitingtimetobeaMarketer,andeveryonewho’sbeen
doingitright,buildingrelationships,trust,andbeinghumanto
theiraudiencewillbenefitthemostgoingforward.
James Stephan,Owner & CEO of JSU Solutions a Social Media
MarketingAgency
@jsusolutions
"2015 is an exciting time to
be a Marketer." -
@jsusolutions via @brand
#contentmarketing2015

9. Companiesarebeginningtounderstandthatcontentmustbe
focusedontheneedsoftheirreadersratherthanthoseofthe
marketingteam.Wewillseelesswhite-papersandproselytizing
andmoresolutionbasedmessagingcreatedfromauthentic
questionsfromreaders.Salesteamswillinfluencethisby
sharingfeedbackfromusersandtheirexperiencesinthefield.
Contentcreatorswillbethinkingofhowtousestorytellingtools
acrossawidevarietyofplatformstoreachaudienceswherethey
areandgivethereadersawaytoengagewitheachotherand
thebrand.Thismustincludemobile,responsivewebsitesand
appsformultipleplatforms.
Janet Fouts, CEO atTatu Digital Media
@jfouts
"We will see less white-
papers and more solution
based messaging created.“
- @jfouts via @brand
#contentmarketing2015

10. SmalltoMediumBusinesses(SMBs)willcontinuetostruggle
withContentMarketingeffectivenessfortworeasons:
1.)theydon’thaveastrategyandcommitmentnecessarytobe
successfulwithcontentmarketing;and2.)theyhaven’tproperly
definedtheirmarketssothattheircontentiseffective.
Forthefirstreason,it’sbeenmyexperiencethatSMBsthink
theywilldocontentmarketingandtheysaytheywilldoit,but
theystruggletogetitdoneattherightlevelofqualityAND
quantitytogetfound,followedandlikedbytheiraudience.The
secondreasonisthatSMBstendtojumpintonewtacticslike
contentmarketing,buttheyaren’teffectivebecausethey
haven’tdonetheirhomeworkinmarketingbyunderstanding
themotivationsandpersonasoftheircustomersandprospects.
Jennifer Beever, Marketing Consultant at CMO for Hire
@cmo4hire
"SMBs will continue to
struggle if they haven't
properly defined their
markets." - @cmo4hire
via @brand
#contentmarketing2015

11. In2015,B2BBrandswillsharpentheirfocusonbetter
storytelling.Manycompaniessupportmultipleaudiencesand
contentwillhavetobetterreflectdiverseaudienceneeds.There
isagaptodaybetweencontentproducedandcontentdesired.
Thequestionisn’tjusthowmuchcontent;it’shavingtheright,
compellingcontentforeachsegment.Greatstorytellingthat
focusesonmakingcustomers’livesbetterishowcompanieswill
becomemorehuman,andconnectmoresuccessfullywith
audiences(youknow,actualpeople)!Ialsobelievewe’llsee
more(andbetter)humorinbusinesstobusinessmarketing,
thankfully.Peoplebuyfrompeople,afterall.It’salwaysabout
thehumanelementbecausebusinessispersonal.
Kathy Klotz-Guest, Founder of Keeping it Human, Inc.
@kathyklotzguest
"In 2015, B2B Brands will
sharpen their focus on
better storytelling." -
@kathyklotzguest
via @brand
#contentmarketing2015

12. Inthecomingyear,we'regoingtoseebrandscontinuetobecome
morecomfortablewiththeideaofindividualswithinthecompany
workingontheirpersonalbrands.Therearesomelogicalarguments
againstbrandsinvestinginmakingtheiremployeesauthorityfigures
–whatifyoubuildthemupandtheyleave?Shouldn'tyourbest
contentgooutonbehalfofthebrandasawhole,ratherthan
individuals?Shouldyourteambeworkingonpersonalcontenton
companytime?
Itmightseemcounterintuitive,butthere'shugevalueinbuilding
individualsinyourcompanyupasauthors,speakers,andothertypes
ofcontentcreators.Sure,you'llalwaysruntheriskofthenlosinga
"publicfigure,"butyou'llalsoalwaysbethecompanythathelped
propelthemtogreatness!We'reseeingthistrendtowardscontent
marketingcomingbackinhouse,rightfromplanningtocreationto
contentpromotion.
Larry Kim, Founder ofWordStream
@larrykim
"Brands will become more
comfortable with company
individuals working on their
personal brands.“
- @larrykim via @brand
#contentmarketing2015

13. Ifeellikeimagesarereally"hot"andtrendingright
now,ifInstagramandPinterestareanyindication.Welive
inaverybusyworld,andifyoucancommunicateyour
contentinasingleimage,asopposedtoapagefullof
words,peoplepreferit.
Canyoucreate,forexample,infographics?Inspirational
quotesovertopofbeautifulphotos?Entertainingor
humorouscomics?Memes? Theseareallreallypopular
trendsrightnowthatIcan'tseegoinganywherein2015.
Rebecca Coleman, Owner of Rebecca Coleman Marketing
@rebeccacoleman
"Images are really hot and
trending right
now and I can't see going
anywhere in 2015."
- @rebeccacoleman
via @brand
#contentmarketing2015

14. 2015willbeayearofadjustmentforContentMarketers.Inmyview
morepressurewillbeonmeasuringtheresultsandoutcomesof
contenteffortsascompaniescontinuetoincreaseinvestment.
Therearetwofactorsthatwillbeabletoaddressthischallengein
2015-Quality&Amplification.Togetmoreattentionmore
attentionwillbespentondevelopingrichercontentthatismore
desirableandultimatelyshareable,gettingmoreattention.
Contentamplificationwillbeessentialtothisgrowingpressureto
produceameasurableoutcome,andthebeachheadwillbe
eyeballs-Howmanypeoplearedigestingourcontent?More
attentionwillbespentonleveragingexistingchannelssuchas
socialmediatogainmoreattentiontocontent,howeverIseearise
inpaidcontentchannelsworkingwithprofessionalsonleveraging
existingnetworkstogettraffictoyourcontentandassistingin
someofthedevelopmentsuchasvisual(Video/Photos)orwriting
strategy.
Scott A. Martin,VP of Marketing and Strategy for JO MediaTV
@scottadammartin
"2015 will be a year of
adjustment for Content
Marketers."
- @ScottAdamMartin
via @brand
#contentmarketing2015

15. In2015youwillstartseeingcrosschannelcontent
developmentwherestoriesarebridgedacrossthese
networksratherthanmirroredorcopied.Thiswillnotbe
pervasive,howeverit’sasignaltowardsthefutureof
customizedcontent.Curationofstoriesthataresharedin
differentchannelsandmediawillneedtobeadjustedfor
length,styleandultimatelyaudienceinorderto
demonstrateanincreaseinviewsandshares.Again,the
adjustmentforcontentmarketerswillbeonmeasuring,
andassuchmethodsthatincreaseresultswillgrowin
popularity.Thisyearitwillbehowtodevelopbetter
contentandhowcanwereachthemostattentionwithour
audienceinthemosteffectivemanner.
Scott A. Martin,VP of Marketing and Strategy for JO MediaTV
@scottadammartin
"In 2015 you will start
seeing cross channel
content development."
- @ScottAdamMartin
via @brand
#contentmarketing2015

16. If2013wastheyearofcontentcurationand2014wastheyearofowned
contentorbrandjournalism,itfeelslike2015willbeatimewhenmarketers
stopbeingsodrasticintheirapproachandinsteadoptimizetheircontent
mix. We’llseeconsumptionanalyticsdrivingmuch,butnotall,ofthis
decisionmaking. Contentthatdoesn’tresonatewillbede-emphasizedwhile
assetsthatperformwellwillbereplicated,freshenedupanditeratedtodrive
evenlargeraudiences. Softwarewillbeemployedtorecommendtobrands
thetopicsthatwillconvertbestwiththeiraudiences,likeSkipBesthoff’s
InboundWriterandMattLovett’sOzContent.Strictlybasingcontent
marketingdecisionof“countsandamounts”willbeshunned—andshould
be—in2015becausebrandswillstillhavearequirementtoincludekey
messagesinthecontenttheyproduce.Brand.comisbankingon
marketersacknowledgingthepowerofhavinganauthoritativenewsoutlet
talkingaboutabrand,soourmodelofcommissioningarticlesthatare
publishedonrecognizednewssiteswillbecomepartofthemix,alongside
brand-producedcontentandearnedmedia. Gamificationwillbecomeless
expensivein2015,makingitpossibleforevenmid-sizedB2Bcompaniesto
bringinfotainmenttotheirconstituentsinthesamemannerlargeCPG
companieshaveinrecentyears. TheenterprisescavengerhuntappScavifyis
agoodexampleofthis. We’realsoapproachingapresidentialelection,so
watchforcorporatestojumpalloversomeofthenewdigitaltoolsthatwill
inevitablybeemployedtomovevoters.
DaveArmon, CEO of
Brand.com
@daveyarmon
"In 2015 marketers will stop
being drastic in their
approach and optimize their
content mix." -
@daveyarmon via @brand
#contentmarketing2015