Will 2014 be the year of content marketing? In a post that appeared on Mashable, Shafqat Islam, the co-founder and CEO of NewsCred, came up with his top ten predictions for what marketers will do with content marketing this year. Islam believes that the high rate of smartphone ownership combined with marketers’ drive to reach more consumers will result in a sharp focus on content and social media marketing.
Islam notes that enterprises who have been experimenting with content marketing will formalize their efforts in 2014. In some organizations, content departments will appear. Other enterprises may begin to review the number of vendors they’ve been contracting with to develop their content. These types of reviews generally result in cost cutting and Islam predicts” 2014 will see the emergence of a class of cloud-based, end-to-end content marketing platforms.” The outcome will reduce expense and complexity that sometimes comes with initiatives that have been allowed to grow without a strong strategic direction.
A natural byproduct of the move to increased content marketing will be more ad agency focus on this format. Agencies have been watching their business models change in the past couple of years. It’s not enough to be supremely creative anymore. As more of their previously lucrative ad buying services is consumed by programmatic buying tools, smart agencies will be teaming up with tech providers “to power content creation, distribution and measurement.”
All of these changes mean that marketers will be one step closer to accurately measuring and proving the value of digital formats like social media and content marketing. They'll also be able to verify ROI.
What’s your opinion? Check out Islam’s predictions and let us know if you agree with his view of the content marketing world.