D Custom Content Marketing News
Dallas integrated content marketing agency D Custom has published its annual B2B and B2C marketing trends to watch for 2015.
Trends for the coming year are defined by new technologies, practices, channels, and marketing roles with a focus on strong brands, an even bigger call for original content, and navigating the ever-shifting world of social media. They include the increasing importance of internal content marketing and employer brands, more immersive storytelling, quality over quantity, and even more questions around social ROI.
“With content making up roughly 37% of marketer spend in the yearly budget, these trends can help shape where marketing innovation spend should focus,” says Gordon Locke, president of D Custom.
“A shift toward deeper relationships with content, both internally and externally at a company, is very exciting,” says Elise Anthony, content strategy and audience development director at D Custom. “Our top trend deals with the convergence of digital outbound marketing, typically known as push marketing, with the content distribution side of things, which falls under pull marketing. Seeing these two disparate techniques beginning to join in ways they have never joined before is something every marketer should be paying attention to.”
The second trend to watch is that of content marketing in a retail setting, says Anthony. Stores have historically enjoyed close ties to their shoppers and even been part of the overall surrounding community, but they have grown to be less in touch with their customer base due to a focus on boosting ecommerce profit. But according to Anthony and Locke, content can turn that around and create a holistic experience for shoppers that will refresh stores’ brands and renew relationships with customers.
Anthony shared that another trending topic that faces marketers is that of the employer brand, something that both helps to attract new talent yet also keeps current talent attuned to the content strategy that drives messaging and frames perception, both internally and externally. “Content is more important now than ever before in luring talented, capable employees to an organization, because it sets the tone and boosts brand personality,” she says. “But it’s also important to utilize content internally to help current employees understand where they plug in to the bigger picture at their company.”
“2015 is going to be a year of evolution for marketers as the science and art of content creation and distribution blend together on an even deeper level and social media stakes get even higher,” adds Locke. “As we work with our clients in the coming months, it will be of utmost importance to get out ahead of these trends and incorporate them into the content strategy, custom content, and digital marketing work that we are doing.”
The trends report can be downloaded in full at dcustom.com/2015-content-marketing-report-10-b2b-and-b2c-trends.
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