With the new year just around the corner, it’s a time when many marketers are speculating what the biggest trends of 2015 will be. A recent infographic from Wheelhouse Advisors discussed what marketers can expect and what adjustments need to be made to stay on top. Here are some of the key takeaways of the top content marketing predictions for 2015 that can impact your legal campaign and leave you better prepared.
Widespread Use of Analytics
Due to the ease in which data can be generated via analytics software and the effectiveness it can have on marketing campaigns, you can expect that more law firms will be implementing some form of metrics. When used correctly, analytics help to increase conversion rates, lower cost per acquisition and increase ROI. Consequently, it’s a good idea to at least look into a few software platforms if you’re not already using one. This resource from Predictive Analytics Today highlights the top 21 platforms and briefly discusses their features, which should serve as a good starting point.
Even More Focus on Mobile
In 2014, it’s become quite obvious that it’s important to make your law firm’s website mobile friendly. Whether through simplifying site functionality, responsive web design or building an alternate mobile version, it’s basically a necessity to cater to smartphone, tablet and wearable tech users. In fact, it’s predicted that “the mobile web will actually become bigger than desktop Internet use in 2015.” If you’ve been slacking on mobile, this should be a top priority because failing to do so can adversely affect your lead generation. The infographic also makes a good point that mobile marketing is advantageous because you can reach clients during practically any time of day whether they’re at work, at play or on the go.
Higher Demand for Quality Content
One negative side effect of everyone and their brother blogging and creating content is that it’s created a lot of “noise,” which is described as low quality content that offers little to no value. As a result, you can expect search engine algorithms to take additional measures to penalize this type of content, while at the same time rewarding original, high quality content that offers genuine value. If you’ve been skimping on your blog content and settling for mediocrity, it could come back to haunt you in 2015. Consequently, it’s smart to either spend the time creating excellent, high caliber content yourself or hire someone else to do so.
Guest Posting Faces Near Extinction
Back in early 2014, Google’s Matt Cutts went on record to say that guest posting as a means of generating backlinks was going to die. While just a few years ago, this technique was extremely popular and often effective, this is no longer the case in 2015. Although you’re unlikely to incur penalties if you use nofollow links, it’s recommended to just ditch guest posting as a marketing tactic at least for the foreseeable future. The consensus is that it’s better to be safe than sorry.
It’s important to understand that the content marketing realm is constantly in flux, and adaption is integral to success. By paying attention to these content marketing predictions for 2015, it should give you an edge over competitors whose campaigns have went stale and position your firm’s campaign for success.
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