Posted on 28 December 2016.
As a content marketer it is not only a good rule of thumb to keep up on current trends, but also to look forward into the future for helpful tips that could very well either make your marketing agenda or brake it.
For instance, what trends will carry over from this year to help shape your plans for 2017? What new advancements will change the way marketers operate or carry out their current plans?
While it’s true that we don’t have a crystal ball or some fancy-schmancy scientific doo-dad to tell us the future of the ever-changing world of content marketing, there are plenty of strategies gaining momentum heading into this new year.
The current research shows that content marketers are becoming more effective in their efforts, with 62 percent of B2B marketers alone feeling more confident than in previous years. Eighty-five percent of those marketers stated they believed enhanced content to be the key to success. And changing it up was the winning formula for 72 percent of them.
So how can you, as a content marketer, get a leg up in the coming year?
Regardless of the industry, personalization is here to stay. In the content marketing space, this has less to do with writing the customer’s name on their product and more to do with creating content specifically tailored to the targeted audience. Content that will not only engage them, but also speak volumes to their personal or professional life.
Ask yourself these questions:
- Who is your target audience?
- What do they care about?
- What do they most desire to “fix”?
Content marketing is often about helping others ease their fears and anxieties or fixing a specific problem they are searching out the answers for. Appealing to your target audience is a powerful way to show individuals that you understand and wish to offer a solution to their situation.
Quality content is nothing new, in fact it is something that is likely hammered into our heads the most. Sure, you can churn out trash content all day long without any issues. But will that actually bring in the views? Probably not.
With so many voices in the crowd, you have to try even harder to not only be heard but to be taken seriously. 2017 will be no different. It will be equally, if not more so, important to create only high-quality content in order to get noticed.
Going Live via Streaming
2016 was the birth of Facebook live with all it’s bumps and hurdles. For instance, getting someone to click on your content (whether live or static) is one thing, but how do you get them to stick around for more?
Data from Social Media Today showed that people spend almost triple the amount of time watching live video on Facebook than they do watching recorded content.
Let’s face it, people are spending incredible chunks of time watching live streaming via Facebook, Periscope, YouTube Live, and SnapChat. So why not capitalize on this knowledge?
I personally am so tired of hearing the phrase: “Email is dead.” Really? Then explain the numerous studies that suggest otherwise.
According to Campaign Monitor, BuzzFeed added over 1 million new email subscribers in 2016 alone. How and Why? The answer is simply, with social media channels moving further and further towards revenue growth, brands have very little control over communicating with their fans and followers. So what does that leave you? Email.
The Washington Post, for example, has over 75 e-newsletters, while The New York Times has 12 people dedicated solely to churning out newsletters for their subscribers. So while there will probably always be those nay-sayers squawking that email is dead, the media is telling us otherwise.
What trends do you expect to see in 2017? We would love to hear about them in the comments below.