According to several studies on the problems companies face with content, the top thee challenges are1.  Lack of resources and capabilities2. How to create excellent content that gets seen and heard above the noise.3.  The need to produce more and more content and still get results. Companies published 35% more content in 2015 than the year before, yet engagement was down 17%.

This week's #DigitalPR Twitter chat on Friday at 1 pm Eastern 10 am Pacific is about the rapid growth of interest in using user-generated content (UCG) as a marketing and PR tactic.  A year ago UCG was not even on the list of preferred tactics or content types for marketers.  In the recent Content Marketing Institute report 79% of marketers said they plan to use UCG in 2016.

Join the #DigitalPR Twitter chat about visual content this Friday with special guest Victoria Lim.  Lim is a visual content expert and the Managing Editor for Public Relations & Editorial Content for Walt Disney World.

What remains to be seen is how activist campaigns and company responses will be different in 2016 compared to 2015.