Morgan McKinley Student Series | Future Trends of Content Marketing

Jane Hassett 02.07.2015

By definition, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

So what trends in content marketing are we likely to see?

Tailor to the Persona

There will continue to be a focus or emphasis around tailoring content.  

Companies that create tailored content based on their customer’s personalities, personal interests, behaviour patterns, personal goals and where they are in the sales funnel will become more ‘trusted’ by their potential customers / buyers.  

Investing in Quality

For years, SEO content creation had focused on links and keywords or phrases to help drive traffic.  However, Google’s new algorithms continue to rank content based on quality as opposed to keyword density, backlinks etc.

Content marketing will mature to high quality programming.  Many companies are actively using journalists, bloggers and writers with strong followings and the ability to write passionately and compellingly in order to increase the quality of their content.  Quality content marketing will live alongside journalistic or entertainment content, transparently labelled as created on behalf of a brand, but still gaining buyer attention by the quality of the work.

Variety of Content

While the quality of content is important, diversification is also a key element. 

Finding the right balance between different mediums and content can be tricky, but companies who want to present a well-rounded picture should consider incorporating some or all of the following media into their content strategy:

  • Videos 
  • Blogs (including contributions from guest bloggers)
  • Social media posts
  • White papers
  • Webinars and podcasts
  • E-books
  • Live presentations


Video Fast Forwards

Communicating and connecting with people through videos will continue to rise in 2015. YouTube still reigns supreme but content on Vimeo, Vine and Instagram are also becoming important players.  Where people used to skim-read articles or posts, now many would rather have the information delivered via a short video or podcast that they can watch while they commute or during a break at work.

Measurement and ROI

As brand Euros continue to be added to (or shift from) traditional and paid media to content marketing, the pressure will rise on proving its value. 

Brands and their content marketing programs will become more strategic about how to measure the ROI of their investment in content.  It used to be ‘fans’, ‘likes’, page views and social reach; 2015 content marketing will be about attention and deep engagement, and how they impact on sales, sentiment and reputation.

Alan Murphy is studying for an MSc in Digital Marketing at DCU and oversees the Funding and Partner Channel at the CoderDojo Foundation. 

The author, Alan Murphy, is Head of CoderDojo at Bank of Ireland Group and is currently studying for an MSc in Digital Marketing at DCU. Connect with Alan on LinkedIn.

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