Just when it seems social media marketing has gone as far as it can, a new year begins and the field continues to evolve. As businesses watch a new year approach, many are wondering how they should adjust their content marketing efforts to match any industry changes next year.

As you formulate a plan for your upcoming campaigns, it’s important to take into account the social media environment we can expect over the course of 2014. Here are a few major changes to the social media landscape that experts are predicting next year.

Concentrated Social Media Staff
As social media has increased in importance, many businesses have been forced to assign social networking tasks to existing staff. This leads to inconsistencies between organizations as one company may have an administrator, another a business owner, and another a member of the marketing staff handling updates.
In 2014, the industry will see a more profound shift toward dedicated social media staff as businesses begin to see it as an essential part of doing business. With so many skilled, experienced professionals now in the job market, businesses will be able to find experts who specialize in the field.

Content Aggregation Sites

Busy professionals want to know, at a glance, what the web is talking about at any given time. Sites like Digg, which has recently experienced a resurgence of popularity, are not only useful for keeping time-challenged individuals informed. Businesses interested in marketing content find that news aggregators are useful tools for getting the word out about a new product or event.

Many participants gain notice on aggregation services by reposting interesting content. However, Digg allows posters to put their own spin on a topic by adding their own commentary. Just two major rules—make sure you properly attribute the original content and add something interesting to the story. If you can’t bring unique, interesting information to readers, you’re better off simply reposting the story as-is.

Exposure is Everything

In addition to gaining exposure through content aggregators, businesses and marketers will also begin to realize the value of guest blogging on high profile sites. If these businesses are unable to create and post the content themselves, they’ll look for high-profile influencers with which to partner.

Offering free products and services in exchange for exposure will continue to wane as business realize likes don’t necessarily convert. Instead, businesses will seek to get people to purchase their products or services based on what they read online.

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