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2017: The Year of the Consumer? Who Will Decide on Your Content’s Delivery?



Who is driving this train? While in the past it has been the content marketing provider, it looks more and more like consumers will take the reins in the upcoming year. They will be the ones to decide on your content’s delivery. Buckle up and hold on, it’s going to be a bumpy ride.


A content marketing provider is one who creates and distributes content that is beneficial, important, pertinent, and consistent in order to draw attention and attain an audience. The objective is to drive profitable customer action.

On the other hand, a consumer or customer is one who views or interacts with content that is created by content marketing providers. This includes YouTube viewers, blog readers, and Facebook users, to name a few.

Additionally, one can be both a content marketing provider and a consumer. However, you cannot consume your own material.

Why content marketing providers provide content

 Content marketing providers are an important piece of your business makeup because consumers generally take four steps before making a purchase. The first two, awareness and research are where your content provider comes in. He or she creates web content for the sole purpose of educating those who take the time to consume it.

When a potential customer not only finds the content, but finds it valuable, he or she will then be convinced to purchase your product or buy your services. There is no need for high-pressure sales tactics.

Additionally, the content created can be used on social media and other digital marketing channels in order to boost SEO through natural inbound links. Furthermore, many companies focus the bulk of their SEO efforts on content marketing.

How consumers will decide content delivery

 A little background:  Studies show that Adults in this country spend 12 hours daily consuming media almost 25 percent of that time is on a mobile device. Furthermore, when Variety teens to name the most influential personalities in pop culture, the top five were all YouTube talent. They named the online comedy team Smosh as number one.

These statistics show that watching videos is no longer a television-centric experience. On that note, a recent Harvard Business School study showed that less than 20 percent of TV ads receive high attention. In the 1990s, that percentage was 97 percent.

Due to the shift to the internet, consumers have more choices than ever before. This makes it harder for content marketing providers to earn their attention and keep them engaged.

The Consumer Behavior Survey done by Hubspot shows that if you want your entire message to be consumed, video tends to be the preferred medium. More than half of those questioned responded that they watch an entire video. However, only about 30% of respondents read an entire blog, which is about the same amount as those who completed interactive articles which they consumed

Another thing to consider is that videos make consumers feel like they know you better than if they had just read an article. Furthermore, there is technology available that allows you to create videos based on consumer interests and other details you know about them. It is now possible to quickly assemble a video that addresses specific questions by pulling snippets of video content and make them into one video message.


Finally, content marketing providers will move away from generic content for all. More companies will embrace the technology that allows suggestions based on previous interactions and will use it to tailor content to exactly what each recipient wants.

If you would like to create and put out personal content for your consumers, contact Iris Content so that they can help you figure out what your customers want.

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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