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Creating Content: A Look At What Worked In 2016


As content grew throughout 2016, we saw the emergence of certain types of content that worked better with audiences. They engaged more with these types of content and shared and like them more than any other format of writing out there.

As content marketing experts plan their 2017 content marketing strategy they need to consider adding these content forms to their plans. Here is what worked for content for 2016 and is anticipated to continue to be a trend into 2017.

  1. Listicles

This was huge for 2016 as everyone seemed to be compiling their own version of a top 10 list that would outdo all others. Consumers are naturally attracted to lists and content marketing experts know this is an easy way to gain an audience and make them become engaged with a business’ products and services. Whether it is a top 10 of the best places to eat or 101 dinner ideas, people were paying attention to these lists and clicking on them every chance they got. Adding a listicle to your repertoire may be just what you need to get the shares you are looking for as they are sure to remain popular throughout 2017.

  1. Infographics

The use of infographics proved to be important in illustrating a point by content marketing experts and was something that readers remembered long after seeing it. Whether it was for fun or informational in nature, infographics appeal to consumers’ visual senses and helped pave the way for content to be impactful and engaging. It is the perfect way to accompany a detailed post and can clarify points within a text in a short and easy to digest format. Consumers appreciate the practicality of infographics and learn from them quickly. If you want your customers to remember something about your business’ products and services, consider adding an infographic to the content to reinforce the points you are trying to make.

  1. Personal Stories

The internet is full of emotion and social media sites are king for emotional shares with friends and family. Businesses should be no different as they too can appeal to the emotional side of customers through personal stories that tug at the heartstrings and create empathy among readers. Emotion is the perfect way to get an idea across and convey a personal side that is rarely seen in businesses. Through personal stories, we saw businesses open up and engage in a way that they have never done before while consumers were impacted on another level. Content marketing experts need to add personal stories to their arsenal now and going forward as a way to relate with customers and build on that relationship with them.

  1. Step-By-Step Guides

Step-by-step guides and “how to” formats became increasingly popular in 2016 as more people looked to DIY. These simple to follow guides have made dinner prep easy, crafts simple, and car fixes doable. Anything you can think of can be created in a “how to” format and content marketing experts need to consider the possibilities when they are formulating their content marketing strategy for 2017 and beyond.

  1. Case Studies

Case studies were another way that content marketing experts took advantage of reaching consumers in a new way. Everyone loves a success story and case studies provided the formula for relaying this information to readers. Now businesses can discuss their challenges, successes, and goals in a way that is of interest to a customer and has them relating. With success comes appreciation by others and consumers were quick to respond positively to case studies throughout 2016.

As 2016 draws to a close, it is not too late to add these content writing forms to your toolbox as they will prove to be useful going into 2017 and the main way to attract consumers in the following year. Content marketing experts need to pay attention as the routine for content marketing has changed and if they want to remain relevant with consumers they need to response with the content they are looking for now and into 2017.

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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