Sales & Marketing⟩Content Marketing

Online Content Marketing Trends to Watch Out For in 2014

author imageJay Leonard Last updated:

2013 saw some pretty interesting changes in the world of online content marketing.

Possibly the largest was the rolling out of Google’s Hummingbird algorithm in August (possibly the biggest change in search since 2001), hurting many ‘black hat’ marketers, while at the same time, serving to elevate niche websites within the SERPs; creating an even playing field between what some have compared to ‘good Vs evil’.

But besides upgrades and amendments to Hummingbird, what does 2014 have in store for the world of content marketing?

5. The job market for content creation is set to explode

Whether in-house or agency based, one of the top marketing jobs of 2014 is tipped to be ‘Director of Content, with many writing, video and editing jobs set to open up as the year continues.

Indeed, in HubSpot’s Fifth Annual Review of Inbound Marketing, the company states that the top marketing job of 2014 may well be Director of Content, and they aren’t the only ones making the claim.

4. The area is going to grow massively next year.

If someone was to say that there would be only a marginal growth to be had in 2014, they would probably be wrong. In the United States, 60 per cent of businesses already use some form of content marketing as part of their overall strategy.

And this is set to increase to the point where the overused and increasingly stale motto of ‘content is king’ will not be just a buzz phrase on internet blogs, but a mandatory and widely accepted fact.

In addition to this, according to a survey by the Marketing Institute, 48% of marketers plan to increase their content marketing budgets into 2014.

Amidst fierce competition, getting it right will be imperative.

3. In some sectors, content will become more exclusive to certain people

Although for the moment, people are pretty much free to consume as much content as they want (besides those who read The Times and other subscription based media), marketers are expected to incorporate select audiences for their brands – incorporating the idea that exclusive content is better content, and therefore, far more valuable for both the audience and the brand.

By providing exclusives such as articles, offers, games and videos to only a privileged few (thousand), marketers will be looking to heighten trust signals, quality and value during 2014 on this basis.

 2. Whether you like it or not, Google+ is about to get bigger

Though the significance and worth of Google+ is currently up for debate, the world’s second largest technology company isn’t about to drop its bone yet.

In terms of outreach, social media is basically mandatory via Twitter etc. anyway, but technology experts are predicting a greater reliance on what is deemed to be the second largest social networking site after Facebook.

Largely due to advancements with Google Authorship (though it doesn’t help rankings yet), Google+ is set to be one of the defining elements of social and content outreach by the end of next year. Indeed, if marketers don’t want to be left behind, then forgetting about Google+ could be deadly.

1. Video Content is going to take off in a big way

Though we’ve got just about all that we can out of the likes of infographics, the mainstream emergence of apps such as Vine (as used by Honda) and even Snapchat is somewhere things are looking to grow – which is especially great for marketers who rely on visual media to connect with their audiences.

To add to this, many agencies are beginning to realise that video marketing isn’t as expensive as it used to be, and if done right, it can be sent and well received through almost any channel.

If you aren’t convinced yet, a single video (lasting 1:31) of Felix Baumgartner’s space dive has so far given Red Bull an extra 35 million views on their primary YouTube channel alone.

  This article was written for Business 2 Community by Jay Leonard.
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Author: Jay Leonard

Jay is a UK-based cryptocurrency expert, specialising in fundamental analysis and medium to long term investments. Jay has a great deal of hands-on experience in analysing financial markets and performing technical analysis. Jay is currently focusing on the institutional adoption of cryptocurrency and what it means for the future of

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  • Great article and forecast of 2014 trends. Arguably, “Content Marketing” has become the battle cry of B2C and B2B marketers this year; and next year’s budgets are putting money where those mouths are.

    I have been reviewing a constant stream of articles on the subject of ‘content marketing’ over the past year and I have noticed in almost every case, a conspicuous absence of audio content.

    Audio has almost twice the reach of video at a fraction of the economic and logistical costs of video production. For the sake of transparency, I am Director of Business Development, Healthcare, for RadioMD, which as you might infer from the name, audio is our business.

    I do believe that video is effective and I am not advocating that businesses should replace their video with audio. I will only suggest, however, all bias aside, audio content solutions tend to out-perform video where it matters most to businesses, the bottom-line.

    Audio solutions are easier to manage, as shooting space, travel, lights, makeup, and camera operators are not required. Our company uses professional ‘talk radio’ hosts who work from our studios. The featured guests (mostly physicians in our case) never have to leave their office, home, or where-ever they prefer to be.

    More importantly, from the consumer’s perspective, audio is easy to consume and more accessible to them than video content would be throughout their typical day’s activities (e.g., commuting to work, working out, riding a bike, etc.). Auto manufacturers are scrambling to install online audio devices in all new models in response to the growing demand. Because of audio’s relative accessibility it boasts a reach 190% of that of video (SOURCE: USA Touchpoints 2012.2 | http://media.mediapost.com/images/inline_image/2013/02/06/2-6-13.jpg).

    Often it seems that the sizzle of video can obscure the facts of audio’s efficiency, effectiveness and overall true value. Additionally, audio has some inherent (albeit intangible) benefits as well. Ask yourself, do you feel a closer connection to the morning DJ in your ear on the way to work each morning, or the news anchor you watch on the evening news? When building relationships of trust, those details matter.

    Reply

  • You are welcome, Andrew. I appreciate the forum. It is true that “radio” has seen, and will continue to see a decline in their audience; however, it is traditional (i.e., terrestrial) radio that is experiencing the exodus. As the article states, “…the Luddites in radio still believe the Internet didn’t happen…” ‘Luddites’ from any industry will be challenged by, if not disgusted by the advent of new technologies. In general, however, they tend to represent a (sometimes vocal) minority… and now watch fewer movies since their Blockbuster closed.

    Although, “Radio Digs Its Own Grave…” is an excellent headline from a marketing perspective, it would have more accurately read, “Terrestrial Radio Digs Its Own Grave…”

    Just as the video industry has shifted from rentals to downloads and streaming, so goes the audio. Traditional radio stations will need to quickly embrace and become engaged in leveraging the power of, often unfamiliar, digital distribution technologies and find creative ways to monetize an exponentially greater amount of marketing data.

    Reply

    • That’s a very good point. To be honest it didn’t strike me that audio could transfer digitally at first. The more I come to think of it, with Spotify and Last.fm adverts, that’s exactly what’s happening.

      Reply

  • Thanks Andrew for sharing these.. I wonder what’s the next big thing in content marketing though, or if we’ll see a new type of social media network that will compete with big names out there. I’m surely checking out what 2014 will bring.

    Reply

    • Thank you Shaleen.
      I too shall be looking out for what’s happening next year. It should be very interesting indeed.

      Reply

  • I think as mid size brands become more sophisticated with Content Marketing, we will see more agency-level branded content. Think about all of the digital tools available to us all.

    Imagine a Ford dealership owner in Wisconsin paying for pizza and beer to his son and college buddies to shoot a funny prank video over the weekend that takes place in the dealership.

    Essentially, Content Marketing is simply the natural evolution of the digital revolution. Branded storytelling is here to stay.

    John Curran
    http://mediashower.com

    Reply

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