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BizReport : Blogs & Content archives : January 16, 2015

Why analytics will lead 2015 trends

Traditional marketing tactics alone aren't enough to drive measurable growth for a business today, according to many experts. The customer engagement cycle has evolved to a 24/7/365 endeavor, making consumers far more sensitive to where and when they receive marketing messages.

by Kristina Knight

Kristina: Content marketing skyrocketed in 2014, what benefits have marketers seen from this?

Christian Jorg, CEO, Opentopic: Marketers have been faced with the challenge of finding effective but less invasive ways of attracting the attention of their target audience. Content marketing has emerged as the go-to solution because it's all about placing the needs of the customer ahead of the desires of the business. By offering articles, video and images that help educate their target audience on their particular space, marketers are better positioned to attract the customers that are in or are entering the buying stage for their products or services.

Kristina: You believe 2015 will be the year that ROI and analytics will be the primary trends in content marketing, why?

Christian: Measurement is an integral piece of any marketing campaign today and content is no exception. In 2015, we'll see many of the marketers shift from experimentation with content marketing to a more analytical approach to their efforts. This closer examination of ROI is going to inform the growth of content marketing programs, be it to support an increase in budget attributed to original content development or the investment in tools to support curation or content workflow. Content has a great reputation for delivering results, but it's up to the marketer to demonstrate those results in order to build out their initiatives.

Kristina: How can marketers better manage budgets while still curating the best content for their shoppers?

Christian: There are a few key realizations that content marketers inevitably encounter as they move deeper into the practice. First, that it can be quite demanding - and costly - to consistently produce original, high-quality content for target audiences. Second, that there is a considerable amount of content being produced regularly - even in the most niche categories, that makes it difficult for original content to cut through. Fortunately, there is a solution that addresses both challenges at once: content curation.

Increasingly embraced by marketers and even traditional publishers like The New York Times, content curation is the process of discovering and sharing third-party content that is relevant to a given audience. Curation acts as a critical ingredient in any content marketing program in that it gives marketers more valuable content with which to engage audiences across digital channels. Curation opens the door for more frequent contact and raises the bar for the quality of engagement because the content that's offered comes with a level of objectivity that original content simply doesn't provide. And in a world where consumers are inundated with content, marketers that leverage their expertise to help consumers manage that deluge will stand out from the pack. Content marketing is all about being a resource to customers, and curation is key to supporting that.

Image via Shutterstock

Tags: branded content, content marketing, content trends, Opentopic

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