contentgroup 2016 Predictions

contentgroup 2016 Predictions

2016 has already begun and we are predicting a fantastic year in the contentgroup office. We are also expecting to see many changes in the public sector and the content marketing realm.

We had our staff members make their predictions for 2016 before the Christmas break as 2015 came to a close. Read on to find out what they projected.

David Polglase– Head of Consulting

Prediction: Under the leadership of Malcolm Turnbull, who is driving innovation within the public sector, there will be a range of content marketing programs delivered by government departments across the first half of the year in the lead up to the Federal election.

Sophie McKerchar– Senior Content Strategist

Prediction: Increasingly there will be more communications capability embedded within each division of a Government agency.

Rather than having a communication team as part of corporate services, each division will have their own communication resource.

The importance of engaging effectively with citizens about all aspects of an agency’s business will galvanise this need.

Jo Simunic– Junior Marketing Technologist

Prediction: Marketing agencies, and other creative workplaces will be hiring more technical focussed and STEM based employees. As we are moving into the world of big data and analytics, as well as digital platforms, it is absolutely necessary to understand and manipulate these resources in your favour. Courses on excel, data analysis software (R, MATLAB) and web development practices will be in higher demand for existing employees too.

Natassja Hoogstad Hay – Senior Content Strategist

Prediction: Video and livestreaming will become more of a focus for the public sector. The integration of video into a content marketing strategy has been trending upwards for the last few years.  In 2016 we’ll see video become even more prevalent in public sector communication. I predict a trend towards even shorter videos of no more than 60 seconds, as well as livestreaming. New livestreaming apps like Periscope entered the market in 2015 and their take-up will only increase, particularly for carefully planned media events. Virtual reality will start to go mainstream in 2016, but is unlikely to be taken up any time soon by the public sector, particularly government.

Suki– Manager Innovation and Business Development

Prediction: I have two predictions for next year.

One being that traditional platforms of publishing  will phase out faster than we expect. And those who do not upskill will be left behind.

And the second, mobile phones will become the most important publishing platform in 2016.

Constant improvements in phone applications and instant publishing tools will disrupt the current popular trends of publishing platforms , giving more power to individuals to report what they want instantly. Before we know it this shift will result in traditional methods being completely abandoned.

From making professional videos to writing articles for social media channels…

The most important platform for publishing will literally be in our hands, all the time!

Libby Coy – Graphic Designer

We will see more interactive logos on webpages and in email footers etc. Additionally, Flat design will continue to become even more popular than it was in 2015.  With the rise of data visualisation, we will see more infographics with heavy data integrated, rather than just simple fact-based infographics.

Lydia Stevens – Content Strategist

Prediction: We all know about content shock. With 50% of content being produced getting 8 or less shares, in 2016 the public sector will become more sophisticated about the content they make in three key areas: research to inform content will improve, time spent on amplification of content will increase, and the value of monitoring content produced will finally be understood.


Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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