Three digital marketing experts predict content trends of 2014

It’s essential for those on the digital marketing scene to keep up to date with what’s hot to ensure their brand does the best it can in tough competition. The Content Marketing Association recently asked a panel of experts what they think will be the content marketing trends in 2014. Here’s what they had to say:

Jonathan Mildenhall, senior vice president of marketing communication and design, Coca-Cola said: “For the Coca-Cola Company the major trend in terms of content marketing will be the move towards real-time marketing. The benefit for consumers is fresh and topical content and conversation. The benefit for our brands is the same.”

Alastair Cotterill, creative strategist at Facebook, said: “I think the main trend will be the continued shift to people accessing the internet on their mobile phones. For most brands this will provide opportunities to for brand building through content that is discovered and consumed on social/content discovery platforms.”

Nick Blunden, global head of digital and content strategy, The Economist said: “Although it is tempting to see the recent changes in the way people consume content as a simple linear journey from analogue to digital, in reality we are actually seeing more of a shift from single channel to multi-channel media experiences.This creates a significant challenge for brands to engage their audiences across a variety of analogue and digital touchpoints but also the opportunity to create unique transmedia brand stories that create true differentiation.”