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Content Marketing in 2015 and 2016 - Experts Discuss

2015 Content review predictions Was content once again the king in 2015? Which type of content was the most popular? VWill content marketing continue its reign in 2016? We take a look back on 2015 in content marketing, and predict trends for 2016 Including Expert Opinions From Experienced Content Marketers Jeff Domansky Trent Dyrsmid www.theprcoach.com @ThePRCoach Glen Gilmore www.brightideas.co @TrentDyrsmid Carla Johnson typeacommunications.com www.glengilmore.com @CarlaJohnson Chad Pollitt www.chadpollitt.com @ChadPollitt @GlenGilmore Senko Duras www.ryanhanley.com www.diversisdigital.com www.neilpatel.com @SenkoDuras Ryan Hanley Gini Dietrich www.spinsucks.com marketinginteractions.com @GiniDietrich Neil Patel Ardath Albee @RyanHanley_Com @NeilPatel @Ardath421 2015 Percentage of marketers using content marketing in 2015 70% of content marketeres are creating MORE content than they did in 2014 88% 76% B2B marketers B2C marketers % of marketers 100 93% 71% of marketers are using visual assets in their content marketing strategies 80 71% 62% of B2C marketers are using infographics 62% 60 45% of marketers consider blogging as their #1 content marketing strategy 45% 40 93% of marketers use video for online 20 marketing, sales and communication 69% OF MARKETING, SALES AND BUSINESS PROFESSIONALS 31% ARE PLANNING TO HAVE USED VIDEO MARKETING WE ASKED THE EXPERTS! What is one thing you learned in 2015 about content marketing that you didn't know before? Live facebook Ads In 2015 I learned two valuable lessons in content marketing: 1) Live streaming is not a trend, it's the new normal and 2) Long-form content is a necessity in every organization's content strategy. SMS RYAN HANLEY TRENT DYRSMID Marketing should be using Facebook ads to promote their content. JEFF DOMANSKY [In 2015] I learned that omnichannel marketing is key in a crowded online universe. Also, for curation, never depend on one source for content ideas - when Prismatic suddenly shut down, it created a huge gap to fill. I've always believed that content is king with some other aspect being queen. Based on specific trend-lines that blur the borders between the media, brands, social and search that have been identified this year, I now believe that audience is king and he who has access and can persuade them holds the keys to the kingdom. Live streaming caught the content-marketing headlines in 2015, but mass distribution of Virtual Reality boxes showed that Virtual Reality will begin to transport us into new worlds! CHAD POLLITT GLEN GILMORE SENKO DURAS Focusing on anything except creating new value is a short term approach. If you want to be able to reach people and build reputation, start thinking of what is of value to your target audie ARDATH ALBEE When the Content Marketing Institute released its latest study on B2B Content Marketing, I was rather shocked that 55% of B2B marketers said they're not sure what an effective content marketing program looks like. Since more than 90% of B2B marketers say they're using content marketing, this is an indicator that content marketing as a practice has a lot of growing to do if marketers plan to be successful. and give them exactly that. I wouldn't necessarily say it's something I learned so much as what has changed. It used to be people left comments on blogs. We've seen a huge shift from that to participation in private communities. It's been a really interesting challenge as we continue to grow our marketing NEIL PATEL I continued investing a lot of time into dynamic content Previously I would focus all my efforts on infographics, but this year I switched course and started focusing on video content a bit more. I also started running webinars which have yielded great results thus far. I think the most important lesson is to diversify your content and always test. content program. My big learning for 2015 was how important experiences are to audiences and how much opportunity there is for content marketers to build massive audiences by focusing on the experience they want to architect first, and back that into the content they should create. Unless we know what our end goal is - creating amazing, remarkable experiences for audiences in order to drive revenue - we'll never be able to plan, design GINI DIETRICH and deliver relevant content. CARLA JOHNSON 2016 Percentage of marketers claiming they will produce more content in 2016 60% of B2B marketers name producing engaging content as their top challenge for 2016 76% 77% B2B marketers B2C marketers 80% of all internet traffic will be video by 2019 WITH VIDEO Creating original digital videos will be top trend in content marketing in 2016 WITHOUT VIDEO 2 out of 3 Click-through rate in emails marketers and agency executives believe that creating original video will become as important as original TV programming in next 3 years O O In 2016, number of global smartphone users will reach 2.08 billion. 91% of smartphone users say access to content is very important WE ASKED THE EXPERTS! On what type of content should online marketers focus the most in 2016? Marketers must add deep, rich content to their overall content strategy. Not every post needs to be 3,000 words long and filled with video and Slideshares, but the content that will stand out in 2016 will not be bite-size. RYAN HANLEY TRENT DYRSMID [In 2016, online marketers should focus on] Video or Podcast JEFF DOMANSKY Marketers must focus on mobile and video more than ever before. Short, active, visual and interactive will be critical for success. Marketers should double down on the content that's worked for them in the past and map content to the buyers' journey; all while making sure to spend 40 to 66 percent of the allocated time, energy, effort and budget on the three content promotion channels and paid media. Video is dominating the visual web and it's where marketers should be focusing in 2016. earned, owned CHAD POLLITT GLEN GILMORE SENKO DURAS Video is becoming more and more popular (and effective) platform lately, but people should choose type of content depending on channels they plan to use Good old textual content can still be a winner, especially if you enrich it by including organically relevant and valuable resources in your posts and give them away for free or in exchange for email address. ARDATH ALBEE It is my hope that B2B marketers will focus content marketing strategy on sharing a serial story across the continuum of the buying process, rather than short term, one-off campaigns that result in a fragmented experience and wasted engagement equity. The experience and the continuity čreated with confent are mõre important than the format. I think video and audio will content to play a huge roll in the content marketing space. It's all about catching the eyes of your audience and captivating them the most innovative strategies will win in 2016. CARLA JOHNSON My hope for 2016 is that content marketers will flip the equation and put all of their thoughts about content aside until they're åble to define, articulate and document the type of online experience they want to create and understand how that will drive their business forward. That's a critical tie, because historically marketers have functioned only within the marketing world. But it's now time to understand that we need to have a bigger voice, responsibility and impact that requires us to be involved across the enterprise in order to deliver stellar experiences to audiences. NEIL PATEL Visual, visual, visual. One of the trends we're spotting is live streaming so we anticipate there will be much more of that next year. TIPS FOR 2016 GINI DIETRICH Try some of the new types of content, like live streaming, podcasts or vírtual reality. Focus more on Invest in creating high quality original videos, or learn how to make them yourself. creating great content for mobile users. SPECIAL THANKS TO Chad Pillott, Carla Johnson, Trent Dyrsmid, Glen Gilmore, Jeff Domansky, Ryan Hanley, Neil Patel, Gini Dietrich and Ardath Albee STATISTICS SOURCES http://www.forbes.com/sites/jaysondemers/2015/12/10/35-content-marketing-statistics-you-need-to-know-in-2016/ http://www.cmo.com/articles/2015/7/22/15-mind-blowing-stats-about-content-marketing.html http://www.adeliestudios.com/top-15-video-marketing-statistics-2015/ http://blog.hubspot.com/marketing/video-marketing-statistics http://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ http://wolfgangjaegel.com/mobile-web-usage-in-2015-infographic/ f P g* INFOGRAPHIC BY CREATIVE MEERKAT Creative Meerkat is a part of Diversis Digital Ltd. I www.creativemeerkat.com 000 '. ...

Content Marketing in 2015 and 2016 - Experts Discuss

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We asked some content marketing influencers to share what they learned in 2015 and what do they expect in 2016!

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