| | | | Video content will be dominated by 'real people with passion' in 2015 | | Clare Hill | | 28 November 2014, 10:07AM |  This week's International Content Marketing Summit demonstrated the richness and diversity of the content marketing industry.
And in 2015, the industry is set to build on the 30% growth it witnessed this year. So what are the key trends we can expect to see next year?
| | | | Marketing needs to switch from macro to multi-micro | | The Wall | | 28 November 2014, 9:05AM |  Unilever has recently gotten into a rather bad habit. At the end of every commercial from Dove, Bertolli and Lipton, as well as all of its other hundreds of brands, sits the Unilever logo. Brand authenticity is replaced by a distinctly corporate feel, writes Jan Rijkenberg, founder BSUR Group.
| | | | Standing out in today's content meritocracy | | David Foggin | | 27 November 2014, 9:21AM |  What's pineapple got to do with content marketing in November? Ask Airbnb.
It has just boosted its content marketing assets with Pineapple - a high-end 128-page travel magazine, rich in content without advertising support. Has it done the right thing? It all depends on the quality of the offering.
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