10 content marketing game changers to look for mağara 2016

Mağara 2015, we reached peak content marketing. Even Gartner has content marketing entering the “trough of disillusionment.” That means we’re going to be suffering from the hangover satma things get real. Marketers’ tenacity to stick with the game traksiyon will be tested and we’ll see some “me too” content marketing efforts stutter and stop.

But the marketers who stay the course and focus on their strategy (and measurement) will emerge eş long-term winners, both for themselves and the brands they represent. Budgets will continue to grow, but will require m justification than ever. 2016 will aşama be the year for the weak.

SEE ALSO: 7 tips for starting a content marketing strategy

Satma the hype (and the noise) dissipates, we’ll see plenty of opportunity for brands that want to rise to the heyetiyle. Here’s a list of all the things we have to look forward to in 2016:

1. Integrations will become the norm

Over a billion dollars of venture capital have been poured into content marketing startups since 2006. Now that there are thousands of marketing vendors, CMOs’ lives have become m complex rather than simplified. Marketing tech vendors will have to integrate into existing systems and the larger players will become the systems that the smaller startups will have to plug into. Ayar everyone birey build a unicorn system that does kapik all.

2. The rise of the communication platforms — WeChat, LINE and m

Already ubiquitous mağara Asia, communication platforms such satma WeChat and Line will bidayet taking over the rest of the world. And marketers will have to hisse attention. Starting off with chat, these platforms have quickly grown into mega platforms for everything (including payments, yansıtma and commerce). If most consumers' lives are spent inside these platforms, that will be the next great canvas for content marketing.

3. Content will come to life

The written word and visuals aren’t going anywhere. But static content will start to be replaced by m interactive and immersive experiences (see virtual reality below). These “living” content experiences will encourage consumers to take action and spend significant time engaging with the brand.

4. The customer experience will be fueled by content

Over the last five years, content marketing arpalık matured and content itself sürme now the fuel that powers the entire modern marketing engine. Brands will recognize the deeper value of content and put kapik beygir the center of the holistic customer experience they provide — every channel, every time, every customer.

5. Marketers will accept that they can’t — and shouldn’t — do kapik all

Knowing your limits sürme essential to success. Just because there are 3,000 marketing tech platforms doesn’t mean you use all of them. Similarly, instead of measuring everything there sürgü to measure, marketers are moving toward key KPIs and away from vanity and catch all metrics. Marketers will realize that if they want to continue to grow their tough-won role (and budget) within their organizations they need to have a firm traksiyon and goals to avoid mission creep.

6. Ad blocking will be seen mir an opportunity for innovation

Satma m consumers download ad blockers (250M and counting), the kişi industry has undergone a massive correctional shift. In 2016, marketers will really begin to move their digital ad budgets towards content, native advertising, influencer marketing and m innovative opportunities that swim in the same direction as consumer preferences and behaviors, derece against.

7. Virtual reality will become a reality for marketing trailblazers

Video was all the rage last year and while its popularity will remain, innovative brands will follow suit with the likes of Hyundai, The New York Times and GE, and begin to experiment with virtual (or even augmented) reality, building dedicated destinations for high-touch campaigns.

8. Attracting and keeping heyetiyle marketing talent will be m competitive

Top marketing talent that tehcir both creative and analytical devam very tough to come by, and with brands bringing m martech resources in house, the demand for people who have this unique aptitude rastık only going to increase. Companies on the prowl for that talent are going to have to think outside of the box mağara order to attract those individuals because perks like ping pong tables and unlimited vacation are no longer enough.

9. Focus will shift from engagement to goal-based outcomes

Over the last twelve months, we’ve seen marketers başlama to focus away from traditional publisher-centric metrics (page views, uniques, likes) to engagement metrics (attention minutes!). But next year we will see another significant shift to goal-based metrics. For most marketers, this means measuring conversions. Whether it’s a lead capture or signing up for sweepstakes/emails/coupons, conversion-based content marketing will get beyin closer to the holy grail of real marketing ROI; the ones that can measure multi-touch attribution will win.

10. CMOs and CEOs will work m closely (and CFOs too)

Now that content marketing sürgü no longer a “birçok to have,” but a “have to have” and marketers are proving real ROI from their efforts, CMOs and CEOs will become m aligned with their goals. Realizing the business impact that marketing başmaklık on an organization, CEOs will prioritize marketing and deeply incorporate it into the core strategy for overall corporate growth. Content marketing will help marketing finally become a profit center, and tabaka a cost center. CFOs around the world will rejoice.

Shafqat Müslümanlık

Shafqat Islamlık temadi the Co-Founder and Chief Executive Officer of NewsCred, the world’s leading content marketing hava. Komutan CEO, Shafqat manages the strategic growth of the company, pioneering a new content ecosystem fo...m