In May of 2014, Google released the Panda 4.0 update. This single update to the ranking algorithm of the Google search engine threw the online marketing world in a frenzy.
Some online marketing sites watched as page view dropped by as much as 90% while others saw page views double. If 2014 was exciting for content marketing, 2015 looks like it will be even more so, as many of the following practices are likely to see a rise in 2015.
Content marketing currently focuses on using specific keywords organically and repeatedly. Google has been getting more and more savvy with its ranking algorithms, though.
By 2015, exact keyword matches are less likely to be important than conceptual matches. Experts suggest that broader matches will be necessary in the future.
This means that content writers have to have stronger expertise when creating marketing content.
More Than Just Words
Popular content sites like Hubpages already recommend at least three videos or photos per article. This just means this site is ahead of the game. A whopping 69% of B2B marketers are currently using some form of illustrations or photos in online marketing and this number is sure to increase in 2015.
Basically all marketing should include at least one picture and content marketers should have easy access to a large quantity of publicly accessible stock photos.
Local Marketing Moves Online
In 2014, 93% of B2B marketers used online marketing. That is practically complete market saturation. Content marketing has moved far beyond just faceless online businesses.
It is being used by local businesses to market locally. More and more marketing requires a sales pitch that resonates with the local community. This means that there will be more opportunities for content marketers to ply their trade based on their local knowledge.
This also means that 2015 is almost certain to see the rise of online websites that connect local writers with businesses that need local marketing, since that particular market segment currently has very little support.