I’ve got news for you, business owner:

You can’t make a touchdown if you don’t know how to run down the field.

Like it or not, marketing requires strategy. That strategy requires smart usage of words. And it’s those words that make you money.

The problem is, most business owners tend to opt for all-talk and little preparation.

Need proof? Check out the 2015 content marketing trends recently published by the Content Marketing Institute and MarketingProfs, and sponsored by the New Rainmaker Platform (which this site is published on.)

Only 35% of B2B marketers have a DOCUMENTED content marketing strategy.

And that’s more than the only 27% of B2C marketers with a DOCUMENTED content marketing strategy.

To be fair, 48% of B2B marketers say they have a strategy but just haven’t documented. The remaining 17% who don’t have a strategy or aren’t publish their content on a hope and a prayer that it’ll bring in new leads, new business, and more sales.

Does that sound like you?

It’s okay if it did, but it’s not okay if you continue to let your marketing take on a life of its own.

The Superbowl is this weekend. I am willing to wager a bet that Tom Brady, Russell Wilson, and each of their respective teammates have a strategy of how they’re going to get the football past the competition and into the end zone.

For your content marketing to work, you need to have that same mindset.

There’s a lot of noise online these days.

Open up Facebook and check out your newsfeed. Overwhelming? Probably. It’s a noisy world out there.

74% of B2B small businesses and 69% of B2C businesses are creating more content in 2015 than ever before. 

Among both B2B and B2C businesses, the most popular content created looks like this:

  1. Social Media Content
  2. eNewsletters
  3. Articles on Your Website/Blogs

Written content is preferred over in-person events, print, videos, photos, and presentations. 

There’s good reason for this. It works.

But it only works if you have a solid strategy in place that’ll help you cut through the noise and make your message resonate with your target audience.

The report offers more proof to back up that statement.

Companies with a documented strategy are over 2x more effective at documenting the ROI of content marketing.

One of the biggest struggles companies face in investing in website content is the lack of numbers to back the money being spent. Knowing what works and what doesn’t

How do you create a written content marketing strategy that effectively generates more leads and bolts your business past the competition?

In the report, the Content Marketing Institute outlines a few key metrics to monitor.

  • How often is your competition producing content? Are you producing enough?
  • What type of content are other companies finding most effective? Are you actively pursuing those same types of content?
  • How much money are other companies investing in their content marketing? Are you investing enough?

You already have the answers to some of these questions (see above or get the details in the report).

The point is this: Producing content without a smart approach will deliver mediocre results at best. Producing content with a documented, smart strategy will get you to the type of traffic, quality leads, and sales that you can brag about to your other business owner buddies.

And THAT is worth your investment EVERY TIME.

5 thoughts to “2015 Content Marketing Trends

  • Lauren Black

    I definitely need to step up my game in both B2B & B2C marketing. Thanks for the tips – this is the encouragement I need to work on an actual plan!

  • Siedah Mitchum

    I totally agree with you in every aspect Kimberly. Here comes the question… How? Takes a lot of planning and thought, but so worth it. Thanks for sharing!

  • Jackie Johnstone

    Ooh yes! Love me some strategy — and not only does strategy make it more effective, I find it also makes it easier to actually DO because you have a map to follow rather than just stabbing around in the dark. Great post 🙂

  • Sara Borean | Graphic Designer

    I agree – it is a noisy world out there! It’s so important to have a solid strategy that will help you to get where you want to be. Great article!

  • Vinci

    You make an excellent point. Most people do not have a defined content marketing plan and wind up falling short of their goals.


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