The Morphing of Content Creation: How Content Will Change in 2017

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NOVEMBER 2016

At the beginning of every year, people make resolutions. Vows are made to be better and do better whether it is to get in shape or give more to charity. Sometimes, these promises include employment goals. If you are an entrepreneur, you always strive to make your business better and more successful.

One way to go about having your business improve is through content creation. However, if you are not keeping up with the trends, then, even the most substantial messages may not get through. There are a number of trends that continually pop up when it comes to the subject of content predictions for 2017.

Native advertising will move to the forefront        

 Gone are the days when you would click on a link and 42 tabs would open with ads for things totally unrelated to the website you were looking for. Ad blockers have become the norm because no one has time to figure out where the music or the screaming voice is coming from. Banners and other added distraction plugs will become a thing of past, as well.

Companies looking to continue a web presence through promotion will be forced to use native advertising which relies on sponsored content which, for the most part, is added to social media channels like Facebook and Twitter. In order to ensure that the content you pay to have placed in the feeds of prospective customers is not just scrolled past and ignored, there are a number of steps that you can take.  They include:

  • A picture is worth a thousand words. When it comes to content creation, you are not finished until you have included an eye-catching image. Even better, include an informative video, catchy infographic, or a kitschy quiz to go along with what you have written. Strong visuals can make all the difference.
  • Reel them in and keep them there. Once you get potential customers to click on the link, you want to keep them there. You do not just want them to look at the pretty pictures, you want them to read your content and take a look around at the rest of the site. After all, one of the things that search engines like Google take into account when giving results to searchers is how quickly a user clicks the back button. Therefore, your content should consist of extensive, informative pieces that have bold subheads for easy scanning, short paragraphs for easy reading, and internal links that keep visitors moving forward.
  • Quality = trust. Beyond being eye-catching and easy to read, when it comes to content, it must be well written and researched. Good content that is shared on multiple platforms improves believability. The more people believe in the authenticity of the information you post, even if you pay to do so, the more they will share it. The more it is spread across social networks, the more likes your company gets, the more people will click through to your site and the more customers you will get.

Human and Personalization are more than just the latest buzz words

 The truth of the matter is that the majority of people turn to the web for information before making even the most mundane of purchases. They are not only looking for the best price, they want the best value, as well. Therefore, in order to be considered as more than just an information source, when it comes to content creation, you need to take some extra steps.

  • Do not just go through the motions. Most people know when you blog just to blog or post just to post. Good content has to have meaning to both you and the readers. One way to ensure that this occurs is to make storytelling a major aspect of your content. A list of facts about the product or service you supply is way less interesting and memorable than the story of how you determined what you wanted to sell and how you are growing the company.
  • Connect your customers to your brand. A company’s brand or backstory allows it to create an emotional connection with consumers. It is a way for businesses to give buyers the “warm fuzzies” so that they are more likely to buy and/or use your product or service. They want to know about the people behind the brand and why they should care about using it over all the others out there. Wendy’s highlighting the fact that the founder was adopted and the fact that it continues to contribute to adoption agencies is one example of this. Furthermore, consumers want to know what the brand purpose is beyond what it sells. One example of this is TOMS shoes. It donates a pair of shoes for each pair that is purchased.
  • Get to know your customers. One of the biggest goals of content creation is to have all the right information in all the right places. In order to be successful, you need to know and understand what your clients’ interests are so that you can create blog posts and other content that is relevant and interesting to them. This will turn into repeat clickers or customers. Additionally, you can also add an area to your website that enables users to provide feedback. Responses placed directly on a product or service’s website are seen as more trustworthy than those written on sites like Yelp.

It goes without saying that any and all content, as well as the site itself, should be mobile friendly. Otherwise, you are losing more and more potential customers on a daily basis. This is because most people are no longer using PCs to access the internet. Instead, they use phones or tablets to do so. Additionally, if you are having difficulty keeping up with both the content predictions for 2017, as well as all of the social platforms, it may be best to outsource your content creation to those that specialize in it, including Iris Content.

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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