Content marketing: Telling Meaningful Stories

My 20 content marketing predictions – err hopes – for 2015

Christoph Trappe

December 22, 2014

Strategies

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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So many predictions are floating around out there – certainly not all of them will happen. Some are just copies of what others have already said. Some are unique and some are quite obvious. Hasn’t that one already happened?

Saying that I agree or disagree with somebody else doesn’t add much value really – and certainly shouldn’t be an entire blog post. I can just like their post.

So, why am I not doing predictions? Many predictions are guesses anyway, and I don’t like to guess. And while hope is not a strategy in content marketing, hope is certainly what can keep us going at whatever it is that we are doing and passionate about.

Sometimes, bad habits or routines creep into business processes and communications models. So with that in mind, here are my hopes for content marketing practices – including social media – in 2015 and beyond:

  1. More and more businesses will figure out that content marketing is not traditional marketing.
  2. Budgets will shift faster to more content marketing tasks. For content marketing to work, dollars have to be put towards the initiative.
  3. Brands will respond to social media questions within seconds and those responses are actually helpful.
  4. Sites that publish lists of actual helpful things don’t make visitors click to a new page for each item.
  5. Brands will not abuse that consumers have opted into their email lists. All content is useful and relevant.(Yes, they can still sell, but not be that the only thing.)
  6. Minutes upon minutes of talking heads are not videos and they will go away! (Yes, some YouTube stars are making it work, but they are the exception.)
  7. Brand journalists will actually practice brand journalism and not marketing.
  8. The understanding that it’s not about the right or wrong answer, but the most relevant answer.
  9. No more pushing of Facebook or Instagram updates to Twitter.
  10. Brands will link to the most relevant content when it benefits the audience. Sometimes that’s internal and other times it’s to an external site.
  11. Corporate blogging will be almost as easy for content creators as personal blogging is for individual bloggers. Corporate bloggers often have to go through many (often unnecessary) review processes. To be truly nimble as an organization this will have to become simpler – closer to what individual bloggers do with fewer steps.
  12. Executives will start expecting that content marketing strategies take a little while to start working.
  13. PDFs are not used to share content online.
  14. Infographics are readable on mobile devices.
  15. Social media experts are never self-proclaimed.
  16. No more superlatives in content marketing copy.
  17. It’s not one channel over another. It’s about the right mix. Web, social, etc.
  18. Organizations that publish content on their sites will have social share buttons at the top and the bottom of the article. Make sharing easy!
  19. Organizations will realize that it’s OK – and often even required – to have an opinion.
  20. Permission marketing over interruption marketing.

That’s it for now. If even five of these become true 2015 will be great.

Happy New Year! Make it a great one.


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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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