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2017: Looking Forward to True Content Value (part 1)



The train has certainly left the station when it comes to changes in content for the upcoming year. While some things may remain, like the need for white papers and case studies, others will take off and if you are not ready, you will miss your ride and the content train will leave without you. Here, content providers explain which different forms will take off and which will derail before the station is reached and the new year begins.

First stop: What you should be writing

When it comes to blogs, web pages and sales pages, content providers believe that storytelling will be the big winner in the upcoming year. This takes readers beyond the numbers and taps into people’s emotions. It gives them a sentimental reason to want to trust in what you are selling. It engages the reader and lets them know you are not just writing because you believe you have to. In addition, you should be creating more interactive content. This includes quizzes and presentations that serve to keep the reader’s attention.

You need to keep the multiple types of content as your b2b consumers use them when making decisions. in fact, Forbes cites recent research that said that of these types of buyers “82% use white papers, 78% Webinars, and 73% case studies) according to recent research.

Regardless of what your content is, the biggest thing that content providers stress is quality. They believe that while quality gap may be large, it is considerably smaller than that of the reach gap. Most shares and likes on social media go to a paltry amount of the companies that engage in content marketing. Furthermore, you need to expect more competition for your customer’s time while their demand for better content increases, as well.

Second stop: Where to place your content

 Mobile is the name of the game. Studies show that more people access the internet through phones and tablets than through traditional PCs. Therefore, you should be optimizing for mobile first.

While social media is still king when it comes to content distribution. However, it is going to cost more. This is due to adblockers and because Facebook changed the game. They have made it so that you have to pay if you want more people to see your posts.

Since you cannot make these platforms go away, content providers believe that this is the year that video will be ruler. You should use both live stream and pre-recorded for such things as product briefings, tours, tutorials, product launch events, and anything else you would like to present.

While you are at it, keep an eye on virtual reality. VR will blow up once the tech comes down in price. Start to dabble before it takes over and you get left behind.

This trip would not be complete if email was not mentioned. While it may not be a favorite type of communication in house, according to content providers, state that it is not going anywhere and that predictions that say otherwise are wrong. Newsletters are still a good way to get content out to both clients and prospective customers.

This train has just started its journey. Tune in tomorrow as we make a stop at the wedding between written content and visual expression.

Throughout December. Iris Content will present you with a series of perspective articles looking back at the year we are closing and with a fresh and knowledgeable look at the future of content.


If you need to buy a ticket, or you missed your stop, please contact Iris Content so that you can get on the right track.

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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