8 Trends That Will Shape Content Marketing in 2017

We’re getting better at content marketing. Good news first: 62% of B2B content marketers are “much more” or “somewhat more” successful with their content marketing than they were last year. Caption: Most content marketers report they are more successful than last year. There are more people accessing your content on mobile devices than on desktops. You know where this mobile thing is headed, right? Well, I’m still on the fence about that, but I do know one thing for sure: Facebook is the 800-pound gorilla of content consumption, content sharing, and content discovery. In our own , we found that Facebook is still the most-used social media platform for small businesses, though it’s use has declined a bit in the last year. Like Snapchat, Instagram, and Pinterest. If it just so happens that you haven’t embraced using images in your marketing (and are using them extensively), it’s time. Like images, video is so core to the internet experience that entire platforms have evolved from the format.

Manufacturing making huge strides in content marketing
Weekend Reading: “Content – The Atomic Particle of Marketing” by Rebecca Lieb
Content Marketing – What Is That?

It’s that time of year again. In between the holiday parties and the shopping, we’re all trying to find some space to think about next year.

Many of you have already been considering this for awhile, of course. Some of you had 2017 all planned out in August. You submitted your 2017 marketing budget in September. You’ve probably already got most of your taxes done.

The rest of us… may not be that far along.

If you haven’t planned out every marketing task for 2017, I encourage you to consider these trends. And even if you have filled out your editorial calendars, take a look. Content marketing is evolving fast (it’s digital – fast is a given). We need to be building not just for next year, but for 2018 and beyond.

  1. We’re getting better at content marketing.

Good news first: 62% of B2B content marketers are “much more” or “somewhat more” successful with their content marketing than they were last year. 63% of B2Cers say the same. That’s a shift from the year prior, where a mere 30% of marketers were saying their content marketing was effective.

2017a

Caption: Most content marketers report they are more successful than last year.

Clearly, this is a good thing. But it’s got some consequences you should be prepared for. As content marketing gets more successful, it’s going to get more budget dollars and bigger staffs. It’ll become more competitive with other types of marketing. So don’t be surprised if there’s a little rivalry among marketing teams as your firm recalibrates how to promote itself.

  1. Mobile

I’m gonna sound like a broken record…

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