Editor in Chief of Contently, Joe Lazauskas, compiled a list of predictions for content marketing for the latter part of 2015. Content marketing is evolving so quickly that the Contently team didn’t want to wait another six months before making their annual list of predictions, the wanted to dive in now and forecast what the second half of 2015 might look like.
A few of the predictions that I found most interesting are:
- “Brands will start seriously turning their attention to Gen Z, roughly a quarter of the U.S. population. They’ll need to come correct-these kids are notorious for having different habits than millennials, consistently using as many as five different devices (laptop, TV, iPad, smartphone, desktop).” -Ann Fabens-Lassen, Communications Manager
- “Brands will realize that content marketing is not just about telling a compelling story with words. It requires strong visuals and multimedia to push a narrative forward.” -Kathryn Han, Director of Design
- “Companies will get more focused and accurate about defining just how much quality content is worth beyond strictly financial metrics. Content marketers will start looking at many of the same brand metrics their colleagues in advertising use to measure impact.” -Richard Sharp, Head of Product Marketing
- “I’ve said this before, but I need to say it again: Vanity metrics will die. No more empty-calorie metrics like shares and tweets and page views.” -Paul Fredrich, VP of Product
- “We will see a shift as content marketing initiatives include more technology integrations and integrations across multiple teams.” -Ari Kepnes, Content Strategist
To read the full article and see the rest of Contently’s predictions, see: 21 Content Marketing Predictions for the 2nd Half of 2015
Content marketing is rapidly changing and there are so many exciting things that will happen in the near future. To be successful with content marketing, you will have to be fluid and agile. If you don’t like change, this is not the place for you. The most effective companies will be the ones disrupting the space with innovative thoughts and strategies, there is no “we have always done it this way” in content marketing; it’s all about adapting to the changing tides.