For the seventh consecutive year, I’m proud to announce our annual eBook of content marketing predictions (you can also view our forecasts for 2009, 2010, 2011, 2012, 2013 and 2014). Special thanks to our friends at Marketo for making this year’s eBook possible.
My favorite part about these predictions is that I’m usually wrong (as you know). Despite this, I don’t mind going out on a limb again this year.
For the record, here are my (soon-to-be-failed) predictions for 2015:
- We will see a surge in print magazines from brands in 2015. As most brands continue to focus heavily on digital, the smart ones will realize that it is much easier to cut through the clutter by leveraging “the post” — where there isn’t much competition at all, comparatively speaking.
- Medium-sized and large businesses will begin to purchase niche media companies because they thirst for creating real relationships with their target audiences.
- We will begin to see well-known B2B publishers and editors at media companies getting recruited by and joining large B2B brands, with technology companies leading the charge.
In total, we have compiled 60 content marketing predictions from thought leaders around the world. Here are some of my favorites:
- Google will acquire Twitter, and Salesforce.com will acquire a content management company. —Robert Rose, Chief Strategy Officer, Content Marketing Institute
- 2015 will bring decentralized content creation programs with participants across the company (not just marketing), as well as content initiatives that rely on user-generated content in expanded and highly strategic ways. The best source of content in most companies may be right under your nose: your employees and customers. —Jay Baer, President, Convince & Convert
- ‘Fat’ content will become the focus of marketers everywhere. This includes content types like white papers, videos, eBooks, infographics… content that can be broken up and used as the fuel for multi-channel campaigns. —Jesse Noyes, Senior Director of Content Marketing, Kapost
- Now is the time to have content marketers really step up and lead a centralized organization that directs, creates (or supports the creation of), and distributes content. 2015 will see the end of fractured programs and tactics. —Amanda Maksymiw, Content Marketing Manager, Lattice Engines
- Content marketing slides down from heightened expectations to disillusionment as brands begin to realize “content marketing” isn’t the same thing as merely producing content. —Frank Strong, Director of Communications, Lexis
- Brands will recognize the role of editor as the missing link to true content marketing effectiveness. —Sarah Mitchell, Director of Content Strategy, Lush Digital Media
So what’s your content marketing prediction for 2015?
Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute, Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. Joe’s latest book is Epic Content Marketing (McGraw-Hill). If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.