The creative and marketing worlds are moving fast, and the way marketing and creative content is consumed is changing on a daily basis.
To succeed, the marketing teams of the future will have to keep up with trends and technologies that are shaping how businesses make decisions, including about how they market to their audiences.
Content will continue to reign supreme
Content is a huge focus for marketing and creative teams today, and that trend will only continue into the foreseeable future.
Content marketing is used by 93% of B2B marketers, and on average B2B marketers spend 30% of their marketing budget on content marketing, according to a study by MarketingProfs and the Content Marketing Institute (PDF here).
When you're building out your creative team, you want team members who can cover the three most important aspects of delivering great content to your audience: strategy, search engine optimization (SEO), and online writing.
- A content strategist. A dedicated content strategist will guide your organization's content initiatives to meet business goals by combining content with the different stages of your company's sales cycle. A good content strategist has a strong grasp of your audience's needs as well as your business goals and can align the two with a sustainable content strategy.
- SEO specialists. An SEO specialist analyzes and reviews a website to optimize it to boost its ranking on search engines and drive traffic to the site. SEO specialists also create content around certain keywords or phrases to increase traffic to your site. You need SEO to capture leads—people who may not know about your company otherwise but land on your site by clicking on search results.
- Web writers. You need writers who can generate clear, concise, and engaging content in many forms, including blog posts, product copy, marketing materials, emails, and website content. A strong online writer who also has good editing skills and experience with SEO will make your content entertaining, educational, and engaging without being overly promotional.
The explosive growth of smartphone and tablet use around the world has put mobile in the spotlight for marketers. Today's creative and marketing teams must reach audiences where they are, and that's increasingly on mobile devices.