Digital Content Marketing Trends To Look Out For In 2017. Here are some to consider when creating your digital content strategy for 2017... 1. Around 84% of sharing now happens on dark social - by email, instant messenger or text1, indicating that these channels are seriously important for brands looking to users to amplify their message. Whether it’s through sharing behind-the-scenes footage, live events, or hosting a Q&A, live video is integral to establishing a true connection with an audience, and should be considered as part of a brand’s content strategy for 2017. Existing customers with anywhere from 500 to 10,000 followers on social networks, micro influencers have significant influence, and an authenticity that can be tricky to harness with more well-known personalities. Encouraging and leveraging content from micro influencers shows the community that they’re valued, as well as increasing brand reach and, in turn, increasingly the likelihood of conversions. This includes functionalities such as 360° video and virtual activities that blend with the real world, as seen in Niantic’s Pokémon Go. With new features to enhance this transition, such as Facebook’s ‘Store Visits’ ads and ability to monitor offline conversions, come many opportunities for brands to improve their content offering. This should assure that all communications are consistent; aligning with not only marketing objectives, but also overarching business goals. References 1 RadiumOne study - https://radiumone.com/wp-content/uploads/2016/08/radiumone-the-dark-side-of-mobile-sharing-June-7-2016.pdf 2 Adidas dark social campaign - http://www.thedrum.com/news/2016/10/10/adidas-dark-social-experiment-darker-initially-thought 3 Facebook’s marketing 3.0 model - http://www.campaignlive.co.uk/article/facebook-introduces-marketing-30-model/1412444
With so many exciting digital developments for content marketing in 2016, it’s clear that the year ahead holds a plethora of intriguing opportunities for marketers. Here are some to consider when creating your digital content strategy for 2017…
1. Dark social
This is the sharing of content that can’t be measured by traditional analytics programs – including the use of messaging apps. Around 84% of sharing now happens on dark social – by email, instant messenger or text1, indicating that these channels are seriously important for brands looking to users to amplify their message.
Adidas is already embracing dark social; creating hyper local communities across the world on WhatsApp to gain a deeper understanding of its target audience, while offering fans experiences, products, and the opportunity to co-create with the brand2.
As daily active user numbers on dark social channels continue to climb, these ‘walled gardens’ can offer a new way for marketers to discover more about their digital communities, focusing on growing a mutually beneficial relationship for both parties.
2. Real-time video
Mark Zuckerberg named 2016 as the ‘year of video’ on Facebook3, but in 2017, marketers will need to go live to spark proper connections with their audience. Live broadcasts provide an unedited look at brands due to their raw, spontaneous nature. Whether it’s through sharing behind-the-scenes footage, live events, or hosting a Q&A, live video is integral to establishing a true connection with an audience, and should be considered as part of a brand’s content strategy for 2017.
3. Extending brand reach through micro influencers
Part of a successful digital content strategy involves nurturing a growing community of followers – something that can be facilitated through partnerships with brand advocates – or micro influencers. Existing customers with anywhere from 500 to 10,000…