What to Expect from Inbound Marketing in 2017. Here are some inbound marketing efforts you should expect to focus on in 2017. Improve content marketing with machine learning The number of sponsors and vendors at Inbound who offered elements of artificial intelligence or machine learning in relation to content marketing was fascinating. Inbound marketing is effective because, as opposed to traditional advertising and marketing messaging, we can map out the inbound sales process strategically to make a lasting impact on prospects that can last for months or even years. Dive into video Hubspot co-founder, Brian Halligan, emphasized that video has moved from “nice to have” to “must have.” Video has been useful and effective for marketers for the last several years, but going forward, if you don’t have the tools and know-how to create compelling video content, you’re going to be left behind. Video is where everyone wants to consume their content now. You can simply scale your top content into video form that’s engaging, short and informative. Spend more time on strategy Marketers can get caught up in creating tactics and are then disappointed when they don’t get the results they’re hoping for. Begin by asking how your solutions can be remarkable for your personas. We’re excited to get started on the tips and tools we learned from Inbound 2016 and eager to improve our inbound marketing efforts in 2017 for ourselves and for our clients.
Earlier this month, the SPROUT Content team gathered in Boston to attend Inbound 2016, HubSpot’s annual inbound marketing conference. Keynote speakers included Co-Founders Brian Halligan and Dharmesh Shah, Gary Vaynerchuk, and influencers like Ta-Nehisi Coates and Reshma Saujani. A wide range of topics covered everything from machine learning to the psychology behind the buying process, and just about every discussion provided new insight and best practices to help us improve our marketing approach. We came away from the week excited to start implementing the strategies and tactics for attracting and inspiring our audiences. Here are some inbound marketing efforts you should expect to focus on in 2017.
Improve content marketing with machine learning
The number of sponsors and vendors at Inbound who offered elements of artificial intelligence or machine learning in relation to content marketing was fascinating. We work with a machine learning company that specializes in automated ticketing for support departments, which is now an expected application in most organizations. But to see AI listed as a key feature in content marketing tools like Scripted and Curata shows how close the marketing industry is to being altered by automated intelligence – from developing editorial strategies and reporting to writing and creating content. Paul Roetzer, CEO of PR 20/20, and author of The Marketing Performance Blueprint, delivered a fantastic presentation on the key players in the AI Marketing realm and has started the Marketing Artificial Intelligence Institute. We highly recommend checking it out to get your footing on where this trend is going.
Map the inbound sales process
Mike Lieberman, President and Chief Inbound Scientist at Square 2 Marketing, discussed the psychology behind the old-fashioned “buy button.” Everyone who has money is likely willing to pay for the value that’s promised. But because of the way we’ve been bombarded with sales messaging, that buy button is hidden deep in our brain, back where we experience a fight or flight reaction, and it’s easy for marketers to inadvertently hit the fight or flight switch when they’re aiming for the buy button. Inbound marketing is effective because, as opposed to traditional advertising and marketing messaging, we can map out the inbound sales process strategically…
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