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Tips for future-proofing your content marketing

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I don’t know about you, but it’s taken me a while to find my 2015 stride.  I mean, it’s hard to believe that we’ve finally reached the year that Marty Fly visited in Back to the Future II. So it turns out that we don’t have flying cars, there isn’t a female US president and hoverboards are not the favoured transport of the younger generation.

The film did, however, accurately predict handheld tablets, 3D movies and video conferencing. In comparison to 1989, when it was made, the technologies of today are unrecognisable and far-fetched.   But as with everything, the progress has snuck up on us gradually. We don’t bat an eyelid at Google glasses and Skype is pretty run of the mill these days. It’s easy to dismiss how far we’ve come.  The advances in marketing since 1989 are even more radical. Our industry changes so rapidly and hindsight nearly always provides a glaring missed opportunity or ‘could have done better’ moment.

So, how to grab the marketing bull by the horns in 2015? My top tip would be to stop chasing marketing trends and take some time to design a strategically driven marketing mix for your business. It can include several compatible strategies and merge traditional and digital channels to produce the perfect brand-oriented marketing blend.

It may sound obvious, but successful content marketing is reliant on a content marketing strategy.  This strategy is essential. It guides your otherwise eclectic content marketing efforts and is the cornerstone to digital marketing success. Whereas content was undeniably king in 2014, in 2015 it will take on a more presidential role.  By which I mean it is pivotal to all your communications, not just an insubstantial figurehead. Make sure that you are investing in content creation and curation.  You can no longer afford to ‘wing it’, using an ad-hoc/when you’re not tied up with other things approach.

Let’s not forget that the bastion of content marketing is a customer-centric vision.  In 2015, our ongoing quest is to improve the customer experience.  Customers these days are incredibly aware of their worth, and empowered by the knowledge that a single complaint on social media can have a costly impact on a brand.

So, in a nutshell, the best way to apply this to your content marketing is:

  • Get personal – connect, engage and listen intently.
  • Customise – where possible make sure your content is always relevant to your target audience and tweaked for brand relevance.
  • Entertain – within reason, you can’t go wrong if you’re entertaining your customer.
  • Build brand ambassadors – they will be worth their weight in gold.

The other key aspect of marketing in 2015 is to ensure that you THINK MOBILE FIRST. Smartphones and tablets made up 60% of total digital media time spent in 2014 (up 50% from 2013). 2015 looks set to build on this, as analysts are predicting that by 2017, mobile will represent 91% of all internet use.

The key learning here is to keep mobile users at the forefront of your mind in terms of all website updates and marketing communications. If you ensure that you keep the customer front of mind in all your marketing activity you should avoid falling foul of 2015’s big bombshell…DIGITAL DISAPPOINTMENT. Digital natives are the most spoilt and demanding customers ever.  Find a way to make meeting their digital expectations the core of your business and you might just be onto a winner.

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