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The ultimate goal of every marketer and salesperson is to convert a lead into a sale. Optimizing this process and thereby improving conversion rates are some of the most obvious ways to grow a company. However, consumers are constantly flooded with content. They could not possibly open every email or read every social media post that they receive. So how does a marketer ensure that their material ends up in a consumer’s hand, or on their computer screen, instead of in the trash bin? The easiest way is to create content marketing campaigns with marketing automation software and build a microsite at its core.

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The Mobile Content Marketing Revolution

It’s Unanimous – Content Marketing was the marketing buzzword phrase of 2014 and mobile content marketing will lead in 2015. According to the latest research from Content Marketing Institute, 77% of B2C and 86% of B2B organizations are using content marketing and 69% of B2C and 70% of B2B marketers are creating more content than they did one year ago. Companies overwhelmingly made content marketing a priority in 2014 – and the research proves that content marketing isn’t going away any time soon.

With everyone doing it, how does a business stand out from the crowd? The key will be how effectively they plan their content marketing strategy in 2015. Over the past month, marketing experts have revealed the biggest marketing trends they expect to see in 2015, from digital, social media, and content marketing. Out of these predictions, the two biggest takeaways we found are:

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Content marketing. Every marketer has an opinion on it. Some say it’s the future of marketing. Some say it doesn’t work. Others see it as the necessary but largely useless filler for any sales-oriented campaign. But what is the truth?

If a company doesn’t do its content right, any of the above could be true. The old formula of good content = good results is no longer applicable. In a marketing world where every company from your neighborhood lemonade stand to Microsoft has a company blog, simply writing an attractive and informative piece does not guarantee readership. In order to really stand out, marketers must combine good content pieces with cutting edge distribution, whether through well-timed drip campaigns, lead nurture campaigns, or social media. Thus, the new content marketing strategy is this: great content + smart distribution = great results.

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As companies of all sizes look to reinforce, reposition, or expand their brand image, more and more are turning to content marketing as a powerful yet cost-effective tool. Content marketing, a company’s distribution of material that a consumer will find helpful or interesting, has rapidly become a major marketing buzzword as companies scramble to master this form of brand management. In addition to branding, marketers have also discovered content marketing’s usefulness in directing a consumer’s research on a product. In the age of the internet, consumers will almost always research a product before engaging with sales teams, placing orders, or making decisions. Content marketing pieces empower marketers to help consumers with their research, or at the very least point a consumer’s research toward their product.

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