Some things will inevitably change in content marketing over the course of the year as trends come and go, social platforms continue to evolve and new statistics emerge that will influence content strategies.
But there are some patterns that won’t change in 2015. Here are a few things you can count on to remain constant as we prepare to embrace the new year in content marketing:
1. Spending on content will increase.
Wondering about whether other companies are pumping money into their content programs? Research from the Content Marketing Institute shows that 55 percent of B2B marketers plan on increasing their content marketing budgets during the next 12 months.
For four consecutive years a majority of B2B markers have answered that question with either “increase” or “significantly increase.”
Why are companies continuing to increase their marketing budgets? Because simply creating content is not enough anymore to attract readers to your site, and to keep them coming back for more; now the focus is on improving content.
And improving content costs money, as it requires either hiring in-house quality producers and editors or partnering with a content marketing vendor, and employing cutting-edge research and data-driven strategies.
2. Email marketing will continue to dominate.
Email marketing will continue to be the preferred way that B2B marketers send and receive content. As Kapost shows, 69 percent of B2B marketers prefer to receive content via email, while 78 percent choose email as their preferred vehicle for sending content.
Percent of B2B Marketers Who Prefer Email for Content
B2B marketers love email marketing because email provides critical tools for registering feedback. Open, bounce, forward and delete rates can all be tracked and logged over email, providing plenty of transparency. Marketers can use this data to assess programming effectiveness and to experiment with different tactics to reach their target audiences.
3. Content styles will remain mixed.
According to Kapost, B2B marketers are sharing a mix of both “data heavy” (63 percent) and “playful and fun” material (67 percent). This trend will likely show itself in the type of content these marketers produce as well.
What kind of content do B2B marketers share?
A mix of different types of articles on your site, therefore, will be right in line with other marketers’ production habits. This makes sense, as balancing fun, conversational blog posts with highly technical articles, such as white papers and case studies, is a great way to connect with audiences and still provide a backbone of hard-hitting content.
As we head into the new year, keeping trends in mind can help as you develop your strategies and visualize your goals. They may not necessarily jive with your current strategy, but it’s important to know what the majority of other marketers are doing.