Top 5 2015 Content Marketing Trends from Alinean

I’m catching up on the end-of-year/beginning-of-year blogs and posts. There are some good ones out there including this one from Tom Pisello. Tom spells out 5 content marketing trends to keep in mind. Some of these aren’t new but all worth reviewing. Here are my thoughts on two of them:

Trend 2 – Marketing Overload

As a marketing executive, I get a LOT of email offers on anything related to marketing. I’m still amazed at email overloadhow many emails I get from so-called “marketing experts” trying to get me to look at some of their content. I’m not sure where Tom got this from – “with the average executive receiving over 50 offers each business day” – but I believe it. I delete about 200 emails a day from my work inbox. A very large portion are unsolicited offers. A sampling from this morning include whitepapers/ebooks on creating the perfect persona, database management, personalization, A/B email testing. The list goes on. And I get them every day.

As a marketer, I make a conscious effort NOT to email offers. I tend to roll up our “offers” into a bi-monthly enewsletter. But I make sure the newsletter is not just about my company and how great we are. I put in links to key industry articles and trends from the trade media. I invite partners to contribute articles. Anything I can think of that may add value to the reader. By doing this, I’ve just about done away with single email offers. And I’ve seen our newsletter readership both increase in database size and also in open rates and click-thrus.

Trend 3 – Buying by Committee

This has been happening for a long time. And marketers need to advance their techniques if they really want to address the challenges here and help sales win deals. I don’t think I can say it any better than Tom so I’m just going to paste two of his sentences which are keys to success:

“One size-fits-all content doesn’t cut it when there are so many different perspectives involved in the decision making process.

You have to develop, or better yet personalize content for each stakeholder in an environment where each buyer expects and requires personalization.”

So if you get a chance, glance through the rest of Tom’s trends. And keep them in mind as you plan and execute your marketing campaigns in 2015.

 

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