checking in on 2014 content marketing must-dos
DESCRIPTION
At the start of the year, we wrote about “14 Content Marketing Must-Dos for 2014.” Now, we wanted to revisit these imperatives and take a pulse on marketers’ performance — are these key areas being sufficiently addressed by marketers? Have some must-dos already become table stakes, while others have been slower to become a priority? After the session, you’ll understand: • How forward-thinking marketers are embracing new practices • How their goals and tactics may have changed as a result • Which areas have seen notable improvements so far • Which areas may present unaddressed opportunities We hope you’re inspired to take a constructive look at your progress and assess any key areas of opportunity to keep in focus for the remainder of 2014.TRANSCRIPT
What’s changed since January, and where are we headed next?
Content Marketing Trends of 2014:
Emily Friedman Research Consultant LinkedIn
Proving the Value of Content Content Marketing 2014 Trend #1:
36% % of B2B Content Marketers who consider themselves
effective at content marketing
2014 2013
42%
80% % of B2B Content Marketers who cite lead generation as a
goal of content marketing Among the least effective marketers
Among the most effective marketers
64% Vs.
Source: Content Marketing Institute
Tapping into the Power of Story Content Marketing 2014 Trend #2:
• +50% increase in time spent on site overall
• +20% increase in time spent on pages of site
Source: 3MDIY, Mashable
Integrating Lead Gen Efforts with Content Marketing Campaigns
Content Marketing 2014 Trend #3:
agree that it’s important to see all marketing data in a single dashboard 89%
would consume more marketing data if they could see it all in one place 66%
can actually see all of their marketing data in one dashboard 19% Despite this, only
Source: Domo
Recognizing that Small is Beautiful
Content Marketing 2014 Trend #4:
Videos shared on Vine 8,333
Images pinned on Pinterest 3,472
Photos posted on Instagram 216K
In every minute of the day…
Source: @GeneralElectric (via Ignite Social Media)
The Personalization of Content Content Marketing 2014 Trend #5:
22%
are using personalization and/or dynamic content
so far in 2014*
33%
cite personalization as the most important focus of
their marketing moving forward**
Sources: Ifbyphone, Adobe
Acting on Insights with Real-time Content
Content Marketing 2014 Trend #6:
Customer-Centric is the New Social-Centric
Content Marketing 2014 Trend #7:
Empowering Employees to Contribute Content
Content Marketing 2014 Trend #8:
Source: SocialChorus
Embracing Entertaining Content Content Marketing 2014 Trend #9:
Personalizing Event Marketing & Accurately Measuring Success
Content Marketing 2014 Trend #10:
of marketers currently use CRM solutions that can track in-person interactions 52%
of marketers will invest in CRM solutions that can track in-person interactions in 2014 30%
Source: ifbyphone
Becoming a Social Business Content Marketing 2014 Trend #11:
Compelling Your Customers to Spread the Word
Content Marketing 2014 Trend #12:
30% of consumers
share content from companies on social media monthly+
92% of consumers
trust brand advocates
Source: Forrester
Source: Ipsos (via Mashable)
Rising Importance of Video in an Increasingly Mobile World
Content Marketing 2014 Trend #13:
Understanding the Role of Influence
Content Marketing 2014 Trend #14:
1. Prove the value of content
2. Tap into the power of story
3. Integrate lead gen & CM campaigns
4. Recognize that small is beautiful
5. Personalization of content
6. Act on insights w/ real-time content
7. Customer-centric = new social-centric
8. Employees to contribute content
9. Embrace entertaining content
10. Personalize/measure event marketing
11. Become a social business
12. Compel customers to spread the word
13. Importance of video in a mobile world
14. Understand the role of influence
RECAP: 14 Content Marketing Must-Dos for 2014
1
2
7
3
4
5
6
8
9
10
11
14
12
13
For more on content marketing trends, visit lnkd.in/cmtrends
Share your own Content Marketing Trends and observations with us:
Revisit the original 2014 Content Marketing Trends eBook: On LinkedIn:
Marketing Innovation with LinkedIn Group On Twitter: @LinkedInMktg #CMTrends2014
Sources: 1. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf 2. http://public.ifbyphone.com/landingpage/marketing-measurement-survey-2014/ 3 http://mashable.com/2014/05/21/3m-post-it-marketing-strategy/ 4. http://www.domo.com/learn/2013-data-driven-marketing-survey-report 5. http://mashable.com/2014/04/23/data-online-every-minute/ 6. http://mashable.com/2014/04/09/millennials-user-generated-media/ 7. http://www.marketingcharts.com/wp/online/personalization-tops-big-data-social-as-us-marketers-most-important-future-area-41681/ 8. DNN/Lawless Research/SSI study, May 2014, via eMarketer 9. http://www.forrester.com/Big+Datas+Big+Meaning+For+Marketing/fulltext/-/E-RES114782#endnote13 10. http://www.marketingprofs.com/chirp/2014/24740/unleash-the-superpowers-of-employee-advocates-infographic 11. http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-060514 12. http://public.ifbyphone.com/landingpage/marketing-measurement-survey-2014/ 13. http://www.momentumww.com/blog/2013/12/18/research-ranks-live-experience-as-lead-driver-of-brand-recommendation-conversation 14. http://www.marketingcharts.com/wp/online/audience-targeting-budgets-to-rise-3rd-party-online-data-preferred-42381/ 15. http://www.forrester.com/Build+Your+Content+Brand+By+Delivering+Customer+Value/fulltext/-/E-RES109182#endnote7 16. http://www.convinceandconvert.com/content-marketing/social-media-influencers-versus-brand-advocates-infographic/ 17. Association of National Advertisers/Forrester Consulting study, May 2014, via eMarketer . 18. http://www.marketingcharts.com/wp/online/global-b2b-marketers-rate-their-most-effective-social-media-post-types-42341/attachment/b2bmarketing-net-most-effective-social-post-types-may2014/