Will The Rules Of Content Change In 2017?

10

JANUARY 2016

As we move forward with content for 2017, the rules have changed. No longer is content just a means to reach customers, it has a real purpose and a strategy that requires digging deep and getting to the core of your customers’ needs.

How you go about creating content in 2017 will differentiate you from your competition in the future and decide if you have a content strategy that achieves the results you are looking for. Long gone are the days of just creating content for the sake of creating content as customers are savvy and know exactly what they are looking for.

As content 2017 comes into focus, we are seeing some clear emerging rules take shape. How you write content, what medium you choose, and how you engage with your client base all matters and has created new content 2017 rules to follow.

Here are the top eight rules to follow for content for 2017:

  1. Concentrate On Content Marketing Over Advertising

As companies look to promote their products and services there will be a shift from advertising to content marketing. Businesses realize that there is more to gain with content marketing than a simple ad as they can say more and garner more customers in the process.

You will see more companies follow this track and as a business competing in the world of content marketing you need to follow suit and make your marketing plan incorporate more content marketing than ever before.

  1. Use More Video

Video is the preferred platform for content marketers to use for content 2017. These short form videos allow customers to engage like never before and with the potential to go viral that impact is too great to ignore.

Add video to your repertoire and you will see the results you are looking for as customers interact with it as well as share it with more people than you could ever imagine reaching. Video will be the highlight of 2017 and the preferred media to share content on.

  1. Develop Your Niche

Content for 2017 will be more about writing for your niche customer base than appealing to the masses. Content should strike a chord with those customers you know you can convert and make them returning customers for the long haul.

Content that is broad will get lost in the shuffle and not reach that intended customer base you are looking to attract and keep coming back to you. Niche content will target the very heart of these customers and make sure they become customers for life.

  1. Switch To Long Form Content

Along with developed content is a move to long-form content in the way of longer posts that are more informative for readers. Content that is more descriptive and laden with facts will perform better than short copy as customers look for content in 2017 that answers their needs and solves their problems.

With so much content already in the marketplace, you will need to provide your customers with information they can’t get anywhere else. It needs to be filled with details that are relevant and relatable to the reader and longer form content is the way to do just that.

  1. Make It Mobile-Friendly

This rule has been increasing every year but 2017 will be the pinnacle as everyone you know has a smartphone or a mobile device of some sort to view content on. If your site isn’t optimized for viewing on a mobile device, you need to get with the times and make this a priority for your content for 2017.

With customers using mobile devices to research and read everything online, a site that isn’t optimized for mobile will only leave them feeling frustrated with you and wanting to go elsewhere to get the information they crave. A mobile-friendly site will gain you the attention you want from your customers as they view you on the go and on a whim.

  1. Diversify Your Format

The format that content marketing will be delivered on will also diversify for 2017 as more emphasis is placed serving content in a variety of mediums. From eBooks to web content and social media shares, you need to provide content on a range of platforms that your customers will see.

Not every customer is on Facebook and not every customer uses the web to find their news. Offering content on a variety of platforms ensures you reach every possible arena that your customer is looking for information. Plus, this will give you a way to cross brand your business on several different outlets.

  1. Add Visuals To Your Content

Content for 2017 also includes a focus on visuals from infographics to outstanding imagery. Search engines now search images and use this as part of their ranking criteria. With more visual content you will not only rank higher in search engine searches but you will appeal to your customer base in a new way.

Customers are looking for content that catches their attention and visuals are a sure-fire way to gain this attention and have them interacting with the content you have created for 2017.

  1. Watch For Engagement

Engagement may be the most important part of creating content for 2017 as this is the reason you are developing it in the first place. Without engagement, you just have content that falls flat and doesn’t give you the results you are looking for.

Analytics will become more important in 2017 as you look at how your customers engage with your content and determine what works and what doesn’t. Content that engages will be a mark of a successful marketing strategy and give way to new content that mirrors its successes going forward.

As these rules for content 2017 start to take shape, it is a good idea to get ahead of the game and enlist these rules into your marketing plan now for a successful year of content creation. By adding these rules to your content marketing strategy now you will reap the rewards far before your competition does.

Annie Ianko

Content Marketing Expert

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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