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Today, 25 February 2016, a senior member of our content & optimization team, Juraiporn Paparpun took to the stage, elaborating on Social Media Trends for Facebook, Instagram, Pinterest and Google Plus in 2016 alongside other digital marketing experts at the ADF digital innovation 2016 conference (InterContinental Bangkok). Yes, we are talking about Facebook’s new dislike button, which turned out to not literally mean the thumbs-down icon. For the past couple of years, when we refer to content marketing, the first thing that comes to mind is blogging. Then why is it that this article is titled: The Big Content Marketing Shift 2015? Will blogging slowing lose importance? Over the course of 2014, many trends have carried over from 2013′s predictions and have since evolved to accommodate the fast-paced rate of digital marketing trends. With video becoming increasingly more popular and together with enhanced analytics, its important that marketers either continue or start to engage with their customers through this channel.
Here’s a look at some of the most compelling reasons on video marketing and its trends for this year and 2015. Now when we talk about marketing (offline or online, doesn’t really matter) advertising will always be present.
Already this year we saw many activities happening on that front, such as Google’s AdWords Dynamic Retargeting for retailers that was released sometime June 2013, twitter’s new ad retargeting exchange and the developments on Facebook Exchange (FBX). This is probably the number 1 trend with the Internet getting much more integrated with mobile devices. As for advertising itself, from 2011 to 2016, mobile advertising revenue is predicted to grow by 400%.
Just as we have seen in the previous two years, content marketing remains a top priority for marketers going into 2013: 9 out of 10 marketers are using content marketing.
This year, on average, B2B content marketers are using 12 tactics — a significant increase over the average number of tactics used in each of the past two years (8 tactics). The use of all tactics has risen across the board, with one exception — print magazines have stayed the same, at 31 percent.
Even though marketers are using more tactics, they are still unclear about how effective they are — a trend that is similar to what we saw last year.
This year, 87 percent of marketers are using social media to distribute content, as compared to the rate of 74 percent that was reported last year. On average, B2B marketers are spending 33 percent of their marketing budgets on content marketing, which is up from 26 percent last year. This year we are seeing a shift in B2B marketers’ use of in-house teams for content creation, with only 44 percent of companies reporting that they outsource these efforts. This year, we asked marketers to indicate any challenges they had with content marketing, and then select one as their greatest challenge. Read the entire report to see the profile of a best-in-class B2B content marketer and learn more about what goals and measurements they are using. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
It would be interesting to dig a little deeper and find out which of these channels are producing results for business.
It’s understanding about present content marketing going on and then B2B Companies using Content Marketing present. Personally for me – it would be interesting to figure out why companies tend to outsource content creation less as compared with the previous years. Now the greatest challenge for marketers is produce enough content – and still fewer tend to outsource content creation. I agree with your idea here, Joe – the content that we see is shifting from mass posts to in-depth, focused pieces. In addition to customization, the growth in the number of outlets that enterprises are using to distribute content demands an increase in the volume of said content.
I needed a favor from you, I was working on a research project to measure the effectiveness of content marketing in India. Could you help clarify what survey respondents meant when they cited “Social media, other than blogs” as a content *tactic*? We don’t have the data broken out this way, but is there a specific question on which you would like to see this breakout? The reason I suggest breaking those out is that I suspect that quite a few people in the industry fill out such surveys because they want early access to the results.

Trends such as social media marketing, mobile marketing, and content marketing were the big winners of 2014.
Developing presence through videos that are both useful and creative for consumers and capitalize on the power of video engagement. Small screens means less display space, means less area to put your message across, means less user patience and tolerance towards anything that’s unclear. On mobiles, you don’t want to cramp lots of content into the small screen and leave it to your readers to pinch away on their mobile touch screens. Consumers are smart and with increasingly easy access to the Internet and free Wi-Fi almost everywhere you go, not to mention the fact that mobile service providers are packing together carrier service with data services, more and more people will rely on online search to find information.
So far we’ve said content, simplicity of messages and mobile will gain a lot of interest moving forward.
Then there was Google’s DoubleClick recent addition that enables users to buy retargeted ads on Facebook. Online marketing is growing in many directions and quickly becoming an integral part of any brand’s marketing campaign. Quite a lot as a matter of fact which is no surprise when it comes to the online world where the pace is fast and environment volatile. The Content Marketing Institute (CMI) and MarketingProfs are excited to publish our third annual research results: The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, sponsored by Brightcove. Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent.
Research reports, videos, mobile content, and virtual conferences are some of the tactics that have seen the biggest increases in adoption rates. As you can see in the chart below, marketers continue to consider in-person events to be the most effective tactic (at 67 percent). Unlike last year, however, LinkedIn is the channel that now has the highest adoption rate, beating out last year’s leader, Twitter.
Moreover, the majority (54 percent) say they will increase their content marketing spending in the next 12 months. As you will see, producing enough content is now the biggest challenge across B2B marketers, at 64 percent, as compared to producing the kind of content that engages, which was the top challenge reported in last year’s study.
Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Some times it is challenging to manage several social media sites without a consolidated platform. The trend that prospective clients we talk to now is to automate how their content is grabbed from their CMS, blog, etc. All of these are just tools – each company should use the right tool for the job, I constantly preach, but few listen because their rose colored glasses are strapped on tight! These are folks who work from home, so their personal and business lives merge quite easily. I’m not surprised that Linkedin has beat Twitter this year, for the best site to share organic content. If everyone is producing more and more content, it becomes increasingly difficult to say something unique that will attract new prospects. I have recently started working on Content Marketing and your work has been very helpful to me.
As you point out, the effective content marketers are using as many as 6-7 social media channels for distribution and amplification of their content (which might be tactics such as whitepapers, videos, etc). We will be publishing a few additional reports that look at the data based on a few verticals and company size if helpful. Continuing on through the end of the year, new trends will be adopted and optimized for the upcoming year. In this article, we’re going to go back in time a bit to the very beginning to gain a better understanding of where the practice all came from and really dig into the facts and figures this year, followed by an overview of key opportunities and challenges. The largest search engine has just replaced its algorithm with hummingbird, a contextual search algorithm which caters to mobile and tablet users.
The increase in consumer’s demand for easy and quick access to relevant information is already happening and will probably amplify even more in 2014 and beyond. Friendster ( if anyone still remember what it is) revamped itself into something else entirely, Zynga Facebook games has seen its own rise and fall while we see a shift from activities on social bookmarking sites such as Digg to information-based social networks such as LinkedIn and Google Plus.

Areas we feel will gain even more recognition and should be stressed are mobile, content marketing, ad retargeting and social media, while the overall trend is a shift towards “Less Means More”. It’s nevertheless important for business owners to not only always keep up to date with new trends but to take action fast as well. I’ve noticed when I share an article on Linkedin the response is much greater than when I share it on Twitter. Is this because it’s difficult to scale content creation when outsourcing and still get the result in-house marketing department wants? We’re already seeing more clients stuck between the rock of high expectations for insight in posts and the hard place of limited internal resources. So does content marketing become primarily a took for deepening relationships that already exist rather than for prospecting? Thus it seems that social media shouldn’t then be viewed as a distinct content tactic, unless something is meant other than channel distribution. By adding new blog posts to your website, you are essentially adding more content and web pages to feed search engines.
But what we are seeing in 2015 is an increased focus in 2 other content marketing channels: specifically Social Media and Email Marketing. In 1900, Michelin launched a 400 page guide: The Michelin Guides which was created to help drivers maintain their cars and find decent lodging while on the road. First of all, analytics have become more advanced and now comes in many different forms, such as video tracking, scroll and heat maps. If Google themselves are putting in effort to please mobile users, is it not a sign that there is something definitely going on there?
If you have kept a close examination on search this year, you’ll have noticed that Google has been making its search results more and more content based; pulling information from Wikipedia, Google+ accounts and what not. It’s mid-year 2013 now and what most marketers have predicted to be the next trends for digital marketing is becoming much more evident and obvious.
According to marketers content marketing helps to build brand awareness, lead generation as well as acquire and retain customers. In terms of psychology, likes essentially reflect a positive attitude towards oneself and one’s brand. The more information search engines gather about your website and services, the better they can rank you for matching search terms. Video analytics have also made an appearance while social analytics have developed beyond imagination. If the big players already see the need to move in that direction, it’s not something we should be taking lightly. This is a fairly new enhancement we have introduced and one that is garnering a ton of interest.
It’s all about knowing where your audience is and adapting your content appropriately. See the full 2015 Digital Marketing Trends infographic by Syndacast here to see how Mobile Marketing will play out, as well as other notable trends. If your website is not responsive or mobile friendly yet, high time to look into website usability on mobile. Facebook will continue to dominate the area with Google Plus and LinkedIn following close behind.
At times, it’s also a reflection of authentic feedback regarding certain topic or products (I am talking about organic likes FYI).
Your audience just doesn’t have the luxury of time to go through long ad text or play Where’s Wally to find your call-to-actions. Have you ever come across a page with low number of likes and then decide against liking the page and the posts yourself? If you compare two Facebook pages, the audience tend to end up following a page that has more likes.
On the web design and development front, this means the move towards minimalist design and responsive websites.

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