Readers of this blog will be aware of the macro trends we see as we move into 2015; mobile first, identified and measurable distribution channels and the need to change behaviours both internally and externally in order to execute. Detailing out these trends, I have created a list of 15 predictions that need to form a key part of any strategy and plan for organisations as they look to lead and face an increasingly dynamic ecosystem of content creators, providers, publishers and consumers.
CONTEXT
- The desktop is dead. Between 2010 and 2013, time spent on Desktop increased by 7 percent. Mobile grew by 237 percent. Multi-device [Source: Comscore], multi-format storytelling will be essential in 2015 as 50 percent of content consumed is now mobile and half all content shared is in a peer-to-peer environment. Clever commerce will merge the creation of content with an interactive ability to purchase in a native mobile environment.
TECHNOLOGY AND DATA
- Wear-ables and connected devices will change the landscape of mobile applications. With devices becoming more discrete, how we interact with them (and them with us) will change rapidly. A new type of device interaction (driven by the Google 'Physical Web' project) will provide a platform to deliver contextually relevant, personalized content to their audience. Brands who don't embrace this methodology will fall by the wayside in the increasingly important mobile space.
PURPOSE
- Walking the walk. With so much content control in consumer's hands, brands cannot hide from the fact that the culture of the entire organization must act in a way consistent to the stories they tell. If not, the resulting negative sentiment could kill your content marketing stone dead. What consumers tell each other about your products, your values and your customer service are the most avidly consumed and trusted content types of all.
CONTENT
- Brands will create Bespoke Social Content for each social platform. You may be thinking this is something that's already being done, and it is, but only by the game changers, and the brands who understand the purpose of Social Media and brand storytelling. For too many, social platforms have become dumping grounds for brands above the line comms including TV ads and print. For a user to go to the effort of following you as a brand, they want added value and a story into your brand so they know what you are about and feel a part of your brand. Recycling content for social media is just not going to cut it. More brands are waking up to creating bespoke content for each social channel, and they will be the future game changers of 2015 and beyond.
I would like to thank my colleagues at Adjust Your Set for their invaluable opinions in supporting in the collation of this list.
Lucy Cooper is Corporate Development Director at Adjust Your Set, A Digital Content Agency