You Can Benefit from these 2017 Trends in Content Marketing
Content marketing has been growing steadily in quality, depth and impact across all market channels. According to Forbes, 62% of B2B (business to business) content marketers and 63% of B2Cers (business to consumers) report that their content marketing efforts were more successful last year – up from 30% the previous year. Predictions for 2017 and beyond look good for communicating your brand’s story and value via the content you create. The question is: what approaches will best fit your overall marketing plan?
In the first of two blogs, we examine several key trends identified by thought leaders from the Content Marketing Institute (CMI), Forbes and Brandwatch.com. While there was some overlap, they each highlighted unique approaches that are worth incorporating into your overall mix.
Dedicated Content Marketing Strategies. There’s a lot of great content out there with new technology and sites for delivery emerging so fast that content marketing should be part of the overall marketing strategy. Tactics for content marketing share many of the same steps, like identifying targeted audiences and measuring ROI. Where they differ includes how to incorporate emerging technologies like artificial intelligence and machine learning; how to identify target audiences and influencers in the changing online environment; how to create personalized, segmented content for one channel that can go viral across all channels; how to navigate the changing social media environment, and much more. The Content Marketing Institute is an excellent source for information, articles and workshops on all aspects of content marketing strategies and tactics. Using these and other resources be sure to include content strategy in your overall marketing plan.
Changing Influencers. Influencer marketing has long been a powerful tool to promote new products. But how it’s done and by whom is changing. Ad agencies and their clients have traditionally hired pricey “mega-influencers,” often athletes or movie celebrities, to tout exciting features of a brand or product. Sometimes, there’s a relevant connection but often not. The new trend maximizes budgets by contracting several “micro-influencers” who have some relationship to the brand. A diet expert touts a new weight loss program. A bio-chemist reports the efficacy of a new drug. A consumer conveys a personal story about a new product. Consumer endorsements are particularly powerful. A 2012 Nielsen survey reported that 92% of people trust brand recommendations from individuals, even if they don’t know them. In 2017 start including micro-influencers who will add credibility to your brand’s content marketing strategy
Visual and Video Impact. More and more multimedia content is being used across all channels in content marketing, and that trend promises to continue. Of course, visual images have always been centermost in print and on the web. They’ve been key drivers in the attract-engage-sell cycle for a host of products. It’s no surprise that visual content-dedicated platforms like Instagram, Pinterest and Snapshot emerged to join Facebook as conveyers of visual content that engages and excites fans, turning them into consumers of the products and services promoted online.
Video is an even stronger driver in many content promotions. It’s integral to every social media channel and especially prominent for YouTube, Twitter, Snapchat, Facebook Live, etc. According to Brandwatch.com, 500 million people watch videos on Facebook every day. In fact, most consumer traffic on the internet is in video – projected to be 69% this year. It’s a megatrend expected to grow to 82% by 2020. Incorporate video and high impact visual content in your multi-channel communications in 2017
Thought leaders in the content marketing community are also looking to other channels and technologies to reach their targeted audiences in 2017. Stay tuned for our next blog to learn more. In the meantime, if you have questions or need help, please contact our in-house experts.