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The Winning Trends in Content Marketing and Why You Should Follow Them



Have you planned your content marketing yet? 2016 saw many changes in content marketing, and with a push towards storytelling, relevancy, and AI, the bar for 2017 has been raised. If your brand is already invested in creating content marketing strategies, let this year be the one that you discover new ways to maintain its relevance.

It’s time to take a look at the content marketing trends for the year and start implementing them in your strategy.

  1. Artificial Intelligence

While artificial intelligence may sound intimidating, AIi is actually capable of producing incredible content and those content marketers who plan to take advantage of AI this year stand to benefit greatly from its powersii.

Artificial Intelligence is set to change the way we “do” content marketing and can be used to develop content that resonates with your target audience. It can also be used to format content for SEO, automate the distribution process, and discover relevant content for curationiii.

  1. Video Content

Video content may not be new, but it’s growth in 2016 means we are going to see it raise its game even further in 2017.

Social media has played a significant role in the rise of video content, with Facebook putting much emphasis on live videoiv. According to Facebook founder, Mark Zuckerberg, live video has already seen a 4x increase since May 2016v.

Video is proving to be an effective way to repurpose contentvi, and more brands will be experimenting in 2017.

  1. Mobile

More people are accessing content on their mobile devices than ever beforevii. How did your content look on a mobile device last year? Have you tried reading a blog, downloading a report, or even asking for a call-back? If you found it frustrating, it’s time to rethink your mobile content strategy.

In fact, now is the perfect time to run a complete auditviii of how your business communicates with its mobile users, and perhaps find out how your competitors do it, also.

Keep in mind that mobile means apps, so if your company doesn’t yet have an app, it’s time to create oneix.

  1. Interactive Content Set to Soar

Believe it or not, bigger content isn’t the only way to stand above your competitors. This year will see more marketers turn to interactive contentx, such as forms, quizzes, and graphs, which have been shown to out-share and outrank static content.

Last year, the Content Marketing Institute compiled a survey of over 180 marketers and found that the majority were using more interactive content in 2016 than they were in 2015xi. There are two reasons for this: increased engagement and the opportunity to educate audiences.

The same survey discovered that 79% of marketers agree that interactive content enhances brand messaging and 81% believe that interactive content can capture attention easier than static content.

While your company’s biggest hurdle with interactive content may be a technical issue, there are now several tools on the market to help marketers get started and these tools set to explode in popularity in 2017.

  1. Storytelling

Storytelling is hardly breaking news, but now you can apply it to your overall content marketing strategyxii. In other words, this year will see marketers connecting the dots for their readers through emerging themes. More customers are reacting well to a cohesive strategy that has been built on the idea of a central story. When different types of content connect together, even if it is in a subtle way, the message tends to be much stronger.

Thanks to the rise in content technology, storytelling across a range of mediums have become easier than ever before, highlighting the potential of visual content.

  1. Content Strategy

A Seismic studyxiii has reported that less than one in five marketers are happy with their current content management methods, and as much as 70% of content that is created is not usedxiv. This year, marketers will focus on developing a cohesive master plan and timeline so that they can manage the process from creation through to promotion.

  1. Content Distribution

Joe Pulizzi, the founder of the Content Marketing Institute, has reported a shift between content creation and content promotion. A few years ago, it was about focusing 80% of your efforts on production and just 20% on promotion.xv Now, as the internet becomes more saturated with content, those percentages have shifted. This year, marketers will be finding new ways to promote content to their target audience.

  1. Content Metrics

As more marketers take content marketing seriously, they need the metrics to back them up. Measuring ROI on content marketing can be a challenging prospect, but we predict more marketers will work on grasping ROI this year.

There are several metricsxvi marketers should be measuring, including:

  • Amplification rate – how many people share a piece of content by number of posts submitted on a channel
  • Revenue delivered – how much revenue the content marketing has contributed a business’s growth.
  • Conversation rate – how many people comment on a post for number of posts published.
  • Visitor to lead conversion rate – Google analytics can help you measure how much your content marketing contributes to your overall marketing mix.
  1. Native Advertising

Content marketing and native advertising are considered to go hand-in-hand, and this year will see native advertising rise as a profitable form of content. In a Skyword reportxvii, it has been stated that large enterprises like BuzzFeed and The New York Times are making a significant portion of revenue from native advertising. Watch out for this trend: we predict it’s going to be a big player in 2017.

  1. Ephemeral Content

Ephemeral or topical, content can be daunting. Marketers strive for evergreen content that can be used and found forever, and the thought of that content being irrelevant tomorrow is disconcerting. But, if we have learned anything from Snapchat, it’s that content with a short lifespan can thrive and survivexviii. People prefer to consume content that is timely and relevant and this year, more brands are set to invest in ephemeral content like live blogs, Twitter chats, and summaries of conferences.

Still haven’t found your right voice in content marketing? Let our team of professionals help you win the game and take over your competition. Contact Iris Content today and find out how we can assist with your copywriting needs.



Annie Ianko

Content Happiness Advisor

Annie has 19 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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