4 trends developing in content marketing in 2015
Trend #4: Hispanic content
Brands have been slow to create branded content for the
Hispanic market, yet data consistently demonstrates that Hispanics are some of
the most active in digital engagement (see Forrester report).
The trend will be to create bicultural content that has
broader impact than Hispanic-only content, and target towards Latinas who,
according to Alma, hold disproportionate influence on buying decisions in
Hispanic households.
Publishers can take advantage of this shift by tapping into
brand spend on content marketing distribution.
According to OneSpot, a content marketing software vendor,
brands spend 30 percent of their content marketing budgets on distribution, and
59 percent of brands say they intend to increase this over the next year.
PUBLISHERS HAVE experience in creating sponsored page
experiences, but tapping into content marketing requires delivering audience
scale to a destination site and adding more consumer insights post-campaign.
These are two areas on which publishers have typically not focused.
While some publishers are building out these capabilities
themselves, most are working with technology vendors such as acuteIQ that help
publishers increase ad sales from content marketing.
Next year will represent a period when the value of content
marketing becomes more measurable and targeted. This represents an opportunity
for brands to get better ROI from their investment and an opportunity for
publishers to tap into a new form of advertising revenue.
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