posted by

reading time: 4 minutes

You’ve heard the buzz for years now: “The digital marketing landscape is changing.”

So what’s changed? And why should you care?

It’s a no-brainer, really: the success of your online marketing campaigns is going to rely heavily on the quality of your content. And your peers agree. According to Smart Insights nearly one third of marketers believe that content marketing will be the most important digital marketing trend in 2015.

In the coming year, smart brands will be going beyond the “same-ole, same-ole” content marketing tactics—and kicking it up a notch. Repeating those same old editorial calendar and social media channel rinse and repeat is going to leave you struggling to meet traffic projections and conversion estimates.

Here’s what is changing and what you need to do about it.

Related search results drive “fat” content.

Google is getting better at its job – and it’s affecting the way you should publish content. As their algorithms get more precise at connecting related content, searchers don’t have to take as many steps to find what they are looking for. It’s your job to provide them with lots of “fat” content. Longer web pages, more in-depth blog posts and long form resources will help you rank for broader keyword categories as well as long tail terms. In short: Publish quality content and prospects will find you.

Customers  want an “on demand” experience.

People are looking for a more customized experience with the companies that they buy from. Thanks to the evolution of technology and consumer expectations, your customers want an “on demand” experience. Search engines make it easy for people to find product information and content, and social media encourages users to share, compare and ask for advice from their peers. Mobile makes it possible for these technologies to be available at the tap of a finger.

These trends aren’t going away – so you need to adapt and create an “on demand” experience for your buyers. They aren’t going to call for a consultation and make a decision to buy your product while speaking with a sales person. Before they reach out to the sales person, they are finding the information that they need NOW.

The customer journey has changed – and you need to be there. With (quality) content, you can be there throughout the entire process – even if a customer hasn’t reached out to your sales person to make con tent. The customer is exposed to your content on multiple channels – and that gives you the opportunity to speak to them at every stage of the buyer journey. You’re supporting their desire to have a customized experience – but also guiding them through the journey at every stage through education.

Original content fuels social media growth.

Active on Facebook? Trying LinkedIN marketing? You’re at a real disadvantage if you aren’t publishing your own content. Without original content, you’re just posting the same things that your competitors are – and getting lost in the weeds along with them.

More and more marketers are experiencing engagement from social media distribution. The increase in interest in advertising programs on LinkedIn, Twitter and Facebook shows that there’s audience attention – and money – to be made by utilizing social media effectively. And the best way to make the most of social media is to create your own branded content.

Not only does original content help your brand stand out among the competition – but it positions you as an industry authority and sets you up for wider distribution. Your content can be used as fuel for the other companies in your industry who are searching for valuable content to curate and share. As a result, you’ll gain exposure to a wider audience and become an even bigger presence in your market.

Here’s how to benefit from the most important digital marketing trend of the coming year:

  • Develop “fat” content pieces that break new ground in problem solving and educate readers.
  • Analyze your customers’ buying cycles and develop educational content for key touchpoints throughout the process.
  • Craft original content that is shareable and interesting to social media users.

What are you going to do to make the most of your content in 2015?