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ANA says ‘content marketing’ is word of the year


By Minda Smiley, Reporter

December 21, 2015 | 2 min read

The Association of National Advertisers (ANA) has announced that ‘content marketing’ is this year’s word of the year.

‘Programmatic,’ ‘transparency’ and ‘storytelling’ were close behind but didn’t take the number one slot for ‘2015 Marketing Word of the Year,’ was which based off of votes casted by nearly 300 of the ANA’s marketer members.

Marketers were asked to choose from a pool of 13 buzzwords, which also included the following: ad blocking, customer journey, disruption, experiential, fraud, the Internet of Things, mediapalooza, sharing economy, and viewability.

When asked to explain why they chose ‘content marketing,’ marketers cited a number of reasons.

“Consumer engagement has become the most critical aspect of our marketing efforts. Content, specifically quality content, is colossal to achieving this engagement,” one said, while another noted, “I hear it everywhere — see companies shifting budgets — it’s the content that allows us to super-target consumers. Content marketing is one-to-one marketing on steroids.”

The ANA represents nearly 700 companies with 10,000 brands that collectively spend more than $250bn in marketing and advertising.

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