How Will Budgeting Change For Your 2017 Content Marketing Strategies?
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NOVEMBER 2016

With the countdown to the end of 2016 underway, it is almost time to start thinking about your budget for content marketing strategies of 2017. The content marketing industry is evolving at a high pace, and budgeting with new content trends in mind can be a very powerful tool in your marketing arsenal.

Why has content marketing become important today?

According to Content Marketing Institute’s 2017 report, about 91 percent of the most successful organizations in North America realize the true potential of content marketing. They have realistic expectations about what content marketing will achieve for them. What this means is, more and more organizations are using content marketing to improve their brand recognition as well as increase their market share.

If you ignore content marketing simply because you do not have the budget for it, it may just be counterproductive in the long run. You may end up spending even more money just to catch up with other companies and organizations. Do not keep dismissing content marketing; it is here to stay. It works best when it is incorporated into your business’s entire marketing strategy.

How to measure the success of your content marketing strategies?

Didn’t get success with your content marketing strategies last year? If this is the reason why you are hesitant to allocate budget for these strategies now, perhaps you should reevaluate the metrics you have been using to calculate your content marketing ROI. Be very clear about what your goals are with these strategies, and then use the right metrics to calculate your ROI. For example, when your goal is generating leads, you will need to look at social shares, conversions, as well as click-throughs to measure content marketing ROI.

Do this and go over your strategies weekly to figure out which ones are working and which need a little more work. No one said content marketing was easy. However, the results are well worth the effort.

What are the 2017 Content Trends?

With 2017 just around the corner, now is the time to carefully look at the new content trends so you can use them to plan an effective budget. Here are some of the content trends that you should keep in mind while formulating your 2017 content marketing budget:

  • Personalized content marketing campaigns are going to be essential

Organizations are only just realizing that personalized campaigns and strategies generate more leads and communicate very clearly with the target audience. Humanizing the brand creates more opportunity because the audience feels deeply connected to the brands. Adding personal elements and touches to these campaigns will evoke positive feelings in your audience, which means that they will recognize your brands quickly.

One of the important things to keep in mind about personalization is scaling. As your audience keeps growing, personalizing everything is just impossible. The original goal behind personalization gets lost in translation when marketers begin to hyper-target. In your bid to personalize everything that you can, do not forget that scaling is equally important.

  • Native Advertising will not be completely ignored.

Native advertising is defined as ‘a form of paid media that matches the form and function of the platform upon which it appears.‘ In simpler terms, it is an ad that blends in the environment where it is placed. There have been numerous studies that have indicated that the audience does not trust native or sponsored content. However, a report by Digiday and PulsePoint stated that native ad budgets would grow by 46 percent by 2017. When more and more people start trusting and accepting native content, the brand community will be that much stronger. Then all you need to do is tap into this audience to increase your brand popularity.

Before you try to incorporate this form of advertising in your company, remember that it does not work for everyone. The content should be high on quality, very useful, interesting, and targeted to a specific audience. The most important bit is that it should not promote any of your products or services directly.

  • More and more companies will use live events

The global B2B (business-to-business) media market is estimated to reach $32 billion by 2020, according to the market study by Technavio. According to the report, the segment credited for generating top revenue is live events. A lead analyst at Technavio, Ujjwal Doshi stated, “Events leave a lasting impression of the products and services in the market, making it the primary source of lead generation and helping in achieving a measurable ROI in future”.

Live in-person events are beneficial simply because they allow you to develop a deeper relationship with your audience. If you also want to engage the audience that could not make it to the live event, consider using live streaming across the social media. When you publish a live video on social websites like YouTube and Facebook, you can reach millions of people all over the world.

  • Video marketing is on the rise

It is said that a picture speaks a thousand words. So how much more do you think a video can convey? The statistics on video marketing are truly astounding. According to Unbounce, you will increase the conversion rate by 80 percent just by including a video on your landing page. 64 percent of the consumers who have watched a video are more likely to buy a product online, according to a report by ComScore. Do not compromise on the quality when it comes to video marketing. Also remember that videos with live characters are much more in demand that those with rock stars and actors.

“The global B2B (business-to-business) media market is estimated to reach $32 billion by 2020, according to the market study by Technavio. According to the report, the segment credited for generating top revenue is live events”

Content marketing is a dynamic arena, and the only way to stay on top is to be aware of the latest trends in the industry. It is important that you keep these trends in mind while allocating budget to your 2017 content marketing strategies.

Looking for help with your content strategies in the year to come? Reach out to Iris Content today and start on the road for great planning and great ROI on your content investment.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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