The average web user spends over eight hours a day consuming print and digital media. Let that sink in. In light of this fact, you’d understand why every business wants to understand the secrets and success formulas of content marketing, to make 2017 count for them.
Sadly, that’s just one side of the coin; content marketing is not as easy as 1-2-3. Consumers no longer have tolerance for clutter – they use DVRs to skip commercials, customize the content on their social media news feed, and install ad-blockers to access websites without any pesky ads popping up now and then.
So, what are you going to do you in a situation like this?
Well, for starters, you’ve got to find ways to avoid being ignored, and the first step in this process is the production of highly valuable content that your target audiences want to see and read. This is what content marketing’s all about – communicating with your audience and sharing information that will raise audience interest levels and facilitate brand awareness. But, you probably understand this by now. But why is 2017 going to be a landmark year for content marketing you ask? The answer – new industry trends offer untapped potential for early adapters to leverage.
Changing Trends, Changing You
Think about it – the concept of content marketing has been around for quite some time now. Many businesses have become aware of its advantages by now. But if everybody starts adopting “great” content marketing techniques, the uniqueness is gone! After a while, you all start churning out generic content and flinging it at your customers in the hope that it sticks. This defeats the entire purpose of content marketing. Hence, the need for any content marketer to understand and tap the new content marketing trends in 2017.
Without further ado, let’s move on to the content marketing trends that will be big in 2017.
#1 – Emergence of New Video Formats
Videos are poised to dominate the Internet landscape in 2017. You might be thinking as to what’s new about that. After all, doesn’t the addition of a video to your landing page already raise the conversion rate by 80 percent? Yes, that’s all well and good, but a lot has changed, and you have a lot more options now. Though YouTube-hosted videos will still reign supreme, time has come for newer formats.
Live streaming was always a bit of an outsider. It hung about the periphery and gradually came to be categorized as a niche hobby, something exclusive to a particular industry. Live video, however, went mainstream in 2016, and the results were glorious. Live video sites have registered a gradual uptick in the number of users. The big question is – how do live videos affect content marketing? It could have something to do with the fact that it introduces a human element to the marketing, and encourages more authentic interactions.
YouTube was the go-to video site even a year ago. That might no longer be the case in 2017. People are discovering newer platforms for video discovery and consumption, such as Facebook. This bodes well for brand advertisers, who now enjoy more options when it comes to promoting their videos. Rather than concentrating solely on YouTube though, they’ll have to come up with a cross-platform video promotion tactic.
It’s official – our attention span is officially lower than that of a goldfish. Eight seconds, to be precise. The sudden rise of Vine, Snapchat, and Instagram makes a whole lot more sense now. Short videos of 15 seconds or less are all the rage right now and you need to keep this trend in mind for content marketing, especially when you’re trying to draw younger consumers.
As you can see, these new formats are very different from the regular video types businesses use to market their content. But, these are currently what the user base is going for, and you need to catch up. The sooner you jump aboard this new trend, the easier it will be for you to beat the competition and hook your target audience.
#2 – Apps: From Native to Mobile Web
If you followed any content distribution strategies for your business back in 2013, you’d know how crazy the demand to develop apps was back then. However, data shows this trend is slipping fast. The app market has become saturated, and customers are suffering from “app fatigue”. Apart from an essential one, consumers are hesitant to download new applications. They’d rather stick to web browsers.
#3 – Get Ready for Big Content – It’s Even Bigger Now
Businesses at one point were happy to produce 500 words of content on a single topic, and get it over with. However, this will never work in the current market scenario! Big content is hot right now, and you’ve got to go the extra mile to enrich your content using different chapters, graphs, sections, and infographics. Since more marketers have begun to focus on the same topics and keywords, for a business to stand out, the written content needs to be a whole lot better than the competition. There are several studies that indicate how longer posts receive more shares and backlinks. This trend should continue in 2017, the only difference being more detailed and longer content.
#4 – Rise of Native Advertising
Content marketing and native advertising are intricately linked with one another. Its’ a common practice for brands to run a native advertising campaign, evaluate the outcome, and then implement the changes during content creation. 2017 will see native advertising becoming an even more integral part of content marketing. This shouldn’t come as a surprise considering the performance of native ads is considerably better than traditional display advertisements. There’s no time like the present to invest in native advertising.
#5 – Interactive Content Makes All the Difference
Simply producing big content is not going to be good enough for your business in 2017. To move ahead in the market, you need to cover interactive content. Interactive content like forms, graphs, GIFs regularly outshare and outrank static content, despite the latter being bigger. Interactive content will gain more traction in 2017 as it’s a convenient way for businesses to increase audience engagement and educate them simultaneously. It’s time to step up and employ technology that will allow businesses to easily create interactive content. This is easier said than done, however, as marketing teams don’t have the budget or talent for this. However, a simple solution presents itself in the form of digital tools that serve the same purpose. As interactive content gains more ground in 2017, these tools will predictably become easier to use and cheaper.
Content marketing trends have evolved to keep up with the changing times. As a result, so have the methods used to produce this kind of content and distribute it. Bigger blog posts, native advertising, and video will take over the content industry in 2017. Businesses will develop new methods that will allow their interactive content to stay in the limelight in crowded markets.
What do you think of these content marketing trends? Share your thoughts about current trends that will shape 2017.