Content Trends for 2014

When Coca Cola launched it’s new marketing strategy CONTENT 2020, it revealed a monumental shift in direction for the company – moving heavily towards ‘content excellence’.  The world has changed and Coca Cola understands this.  To achieve audience engagement and brand leadership, content is now the most valuable currency.

Content strategy and technology is always evolving, and to be sure you keep ahead of emerging trends, CW Content Works brings you the predicted vital trends for the 2014:

Growth of Content Strategists
Rather than marketers with broad but shallow experience, we will start to see marketers with distinct specialisms and greater depth of knowledge. Brands will seriously invest in people, processes and technologies to deliver compelling content.

Understanding the Customer Journey
Be prepared for greater competition in gaining audience attention.  In a crowded digital landscape it’s going to be vital to understand the research and buying process of your product/service and create a content strategy that engages customers at key points within that process.

Bespoke Metrics
Traffic and page views won’t be enough.  More bespoke metrics will emerge, combining elements that have meaning for specific products or seasonality.  For example, combining organic traffic + % returning visitors + bounce rates + time on site.

Content in New Mediums
As competition for attention increases, brands will experiment with content in new mediums to reach target audience.  60% of online devices are now smartphones or tablets; attracting customer attention and providing an excellent customer experience on the move is paramount.  2014 will see the digital and the physical collide with increasing frequency. Combining in store, on pack or TV experiences with digital content on devices is typical of the trends we will see.

Creative Curation
With so much content generated, there will be greater emphasis on presenting content in formats that help the audience scan and engage.

So when you are setting budgets, be sure you are dedicating enough to content, or get left behind…