With 2016 almost over, many businesses are in the process of outlining the content marketing budget for the next year. Content marketing experts have already predicted what trends will help you dominate the content game in 2017. Let’s take a look at them.
Content marketing involves using valuable and relevant content to attract and retain a customer base. This ever-evolving marketing strategy has numerous benefits for businesses, right from expanding the customer base to increasing the brand awareness. Over the last few years, the content marketing strategy has grown so much that you can almost call it a business model now. According to the 2016 report of B2B, approximately 88 percent (increased 2 percent from last year) of the respondents said that they used content marketing.
If you want your business to prosper in 2017, it is very important that you keep up with the content marketing trends. Inability to do so will put your company on a back foot because you will end up using obsolete content marketing strategies. The content marketing experts have looked back at 2016 and forecasted the trends that are going to be popular in 2017. Some of the popular content trends of 2017 are:
- Interactive and Interesting Content
In 2015, the average attention span of humans was 8.25 seconds – lower than that of a goldfish with an attention span of 9 seconds. In this day and age, in order to attract and hold the attention of the consumer, your content needs to interesting as well as interactive. As per the research conducted by the Content Marketing Institute, 81 percent of the content marketing experts are of the opinion that interactive content is more effective. The reason why interactive content is so popular is because it makes your audience feel more involved, which is always a good thing.
- Live Streaming
During the 2016 Grammys, Target collaborated with Gwen Stefani for their #MoreMusic campaign and shot a live music video of the singer. Around 25 million people saw this one take video that lasts for around 4 minutes. This is proof that live streaming videos offer you a more creative way of interacting with you consumers. Not only can you build awareness about your brand, but you can also keep the audience engaged. Live streaming videos have become extremely popular on Facebook, YouTube, and Snapchat because of their unedited and unfiltered quality. Use live streaming to answer the queries of your audience or to unveil a new product, doing this shows the audience that you truly care about their opinion.
- Mobile-Friendly Content
As of 2015, 68 percent of the American adults owned smartphones and this number is going to keep rising. More than half your audience owns a smartphone and some of them spend more time on their phones than any other device. Your content marketing strategy must take this into account, and the content marketing experts must produce more mobile-friendly content. If you audience likes a particular content but cannot access it on the smartphone, they are not going to open up their laptops just for that one blog or article or any interactive content. They will simply go back to other options, and here you have already lost the attention of your audience. Therefore, ensure that you are delivering mobile-friendly content next year.
- Native Advertising
More and more people are downloading ad blockers on their laptops and mobile phones because they are tired of the pop-up and banner ads. According to estimates made by Wells Fargo and Optimal.com, in the next five years, the numbers of US consumers using ad-block technology will more than double. Push advertising will no longer work, there is a need for a new solution – and that solution is native advertising. Native advertising does not disturb the consumers’ online experience, and it is an effective way to work around ad blocking. What’s more, if you want to connect with your audience on Instagram and Twitter, native advertising is your only option.
- Virtual Reality
Virtual reality looks like the future of content marketing, and through it your consumer base can actually experience your brand instead of reading about it and watching videos. Numerous brands such as The North Face and Jaguar are already using virtual reality to increase their brand awareness and credibility. Rather than just telling the story, virtual reality lets your audience experience it firsthand.
According to the Content Marketing Institute’s 2016 B2B report, around 81 percent of content marketing experts agreed that they use eNewsletters as a marketing strategy. Newsletters provide you with an opportunity to connect with your customers, drive your sales, increase your web traffic, as well as increase your social media following. Personalize your newsletter, and make the content stimulating, fresh, and pertinent to your company. Through the proper use of this tactic, you may be able to convert a potential lead into a customer.
Taking advantage of these content marketing trends will help you dominate the content game of 2017.
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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