Thursday, January 1, 2015

4 List of Predictions Impacting Associations & NonProfits


Happy New Year!

This is the time of the year that prognosticators love to tell us what is likely to happen in 2015.
Here are four lists  that apply to associations and nonprofits.

Five Bad Marketing Habits To Give Up In 2015
By Rachel Balik via MarketingLand
  1. Don’t Drown In Data
  2. Don’t Talk About Yourself
  3. Don’t Put Advertising On The Back Burner
  4. Don’t Take It Slow
  5. Don’t Guess

60 Content Marketing Predictions for 2015
By Joe Pulizzi via Content Marketing Institute

In total, we have compiled 60 content marketing predictions from thought leaders around the world. Here are some of my favorites:
  • Google will acquire Twitter, and Salesforce.com will acquire a content management company. —Robert Rose, Chief Strategy Officer, Content Marketing Institute
  • 2015 will bring decentralized content creation programs with participants across the company (not just marketing), as well as content initiatives that rely on user-generated content in expanded and highly strategic ways. The best source of content in most companies may be right under your nose: your employees and customers. —Jay Baer, President, Convince & Convert
  • ‘Fat’ content will become the focus of marketers everywhere. This includes content types like white papers, videos, eBooks, infographics… content that can be broken up and used as the fuel for multi-channel campaigns. —Jesse Noyes, Senior Director of Content Marketing, Kapost
  • Now is the time to have content marketers really step up and lead a centralized organization that directs, creates (or supports the creation of), and distributes content. 2015 will see the end of fractured programs and tactics. —Amanda Maksymiw, Content Marketing Manager, Lattice Engines
  • Content marketing slides down from heightened expectations to disillusionment as brands begin to realize “content marketing” isn’t the same thing as merely producing content. —Frank Strong, Director of Communications, Lexis
  • Brands will recognize the role of editor as the missing link to true content marketing effectiveness. —Sarah Mitchell, Director of Content Strategy, Lush Digital Media
3 Cause Marketing Predictions for 2015
By Joe Waters via Social Giving
  1. The Future of Cause Marketing is Content Marketing 
  2. Beacon Technology will dominate Checkout Charity 
  3. Nonprofits Will Have New Rivals for Cause Marketing Dollars 
Adaptive Content: A Trend to Pay Attention to in 2015
By Jerod Morris via Copyblogger.com

For those of us who work online, each new year seems to bring with it a new buzz term or two describing a concept that will, supposedly, change how we do our jobs. How we reach an audience. How we build and grow a business.

Think back: Search engine optimization, SEO, was once a buzz term.

Mobile responsive design is another example. That has been a big buzz term over the past few years, and it helped usher in a revolution in how web pages are designed.

What is adaptive content? What does that mean?
  • You create once, and then you reduce, re-use, and recycle. You create one piece of content, and then build something new out of that instead of always re-inventing the wheel.
Using experience maps to create individualized paths for your customer.

All of our expectations have been raised because of technology.

It comes back to crawling inside the mind of the customer and figuring out who they are.

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