What will influence your content marketing budget? Ted Karczewski, Marketing Content Specialist at Skyword and the Brand Editor of the Content Standard, is invested in exploring the impact influencer marketing and native ads have on content strategy performance. With budgets on the horizon, here are a few key trends he advises content marketers to keep front of mind when planning for the year to come…
I’ve been so focused on becoming a better writer lately that I spent about 30 minutes over lunch thinking of the most creative way to start this post. With brands adopting story form as a way of creating content that resonates with audiences, kicking off any article these days without a clever first line will turn readers away.
At the same time, I had a vision for this post, and I wanted the utility of the information to stand on its own. As brand marketers, we’re gearing up for our Q4 overviews, where we lay forth our 2016 budgets and plans and hope neither gets torn apart too much.
Content strategy has undeniably earned its place in enterprise marketing budgets this year. In February I forecasted on the Content Standard, along with many more credible sources, that spending, talent acquisition, business transformation, and customer experience would play crucial roles in successful brand storytelling programs this year.
Now that we’re eight months into the year, new trends have emerged, and we need to factor in how those events will affect our budgets and programs in the near future. BrightEdge, in partnership with SAP, reported that more than $135 billion was spent in 2014 on creating new digital marketing content. A July 2015 report from Qvidian found that 78 percent of B2B professionals worldwide say content is very important to the effectiveness of the sales process.
So here we are again, looking at what worked, what didn’t, and what strategic patterns unfolded in 2015. I’ve partnered with some amazing people to present to you the trends to watch and plan for this year.
Want more on content marketing trends? Check this out: The challenges of real-time content marketing
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