The Future of Content Marketing – 2014

Content Marketing in 2014

  We could tell you that the future of content marketing is in social media, newsletters, and blogs. We could even back it up with quotes and statistics from the MarketProfs, Brightcove, and the Content Marketing Institute. We could back that information up with fancy graphs and charts from AOL and even Nielson… but we won’t. We won’t even bore you with the fact that over the year ago, there were 27,000,000 pieces of content shared and that number is expected to increase. We are definitely not going to tell you for the million and tenth time that content is king. Why are we not going to share these important facts? You have read them enough by now to know them by heart.  

The Future of Content Marketing is Confidence

The fact is… the future of content marketing is confidence… confidence in our ability to entice the reader into action. This is a part of content that has been sorely lacking in recent years. Value driven content creates confidence. One of the reasons that content marketing trends are so easy to track yet so difficult to predict is because no one really tracks their content. Sure, we track likes, comments, and shares. All of the social signals are followed closely. What we do not pay enough attention to is how our content affects the people that read it on a reactionary level outside of the fact that they comment and share it. Through reader actions, we can gauge how confident they feel. Until social media, there was really no way to track the emotional effect of content this closely.  

Using Social Media as a Marketing Gauge

That being said, with the growth of social networking over the last several years, and with the even more recent emersion of legitimate social content marketing efforts, we now have the best possible means of really understanding how our content affects reader confidence through the actions that they take, and because they now have the means to voice their confidence in the public forum that is social media. The problem is that very few marketers are taking that next, logical tracking step or are really paying attention any further than the same social signals today’s smart algorithms track… likes. Tracking likes alone tells only a small part of the consumer confidence story.  

Top Three Content Marketing Trends of 2014

What the article and blog posts about the upcoming year’s trends in content marketing do not reflect is our lack of confidence in the content that we post. Take the top three trends in content marketing over 2013/14. Social websites have given us the tools with which to track the reactions of readers. We do this by placing social links on all three. It is almost as if we have lost the confidence in our content to cause the reader to take action on their own.  

Top three content trends for 2014

  • Social Media Business Pages
  • Newsletters
  • Business Blogs
Whether we are focusing our content marketing efforts B2B or B2C, we are leading our readers towards action by placing links to our Pinterest page on Facebook. Our LinkedIn company page allows for tweets. Our Tweets are reflected on our Facebook Business page walls. Our content invites shares, no longer trusting in the social reader’s interest in doing so on their own.  

Sound Marketing Tactics Still Require Confident Content

Our newsletters offer treats for tweets. We promise a product discount in return for a like. We share with charities a portion of our profits in exchange for a share on a social wall. We fill our newsletters with infographs that link to Pinterest, Facebook, and Twitter. While these are all sound marketing tactics, we must back those actions up with confident, reader-centric content.  

Reader Centric Content Exudes Confidence

The future of content marketing is confidence in content. Using social media, we now know that people have a more positive reaction when confident content is reader centric. If content is focused on the reader, how they can use our products more effectively, how they benefit from our services, and why it is them (The readers) that make our products and services worthwhile rather than how