Eight content marketing trends to think about in 2017

Eight content marketing trends to think about in 2017. It’s time to plan the year ahead, so how about starting with a look at the content marketing trends that will make 2017 easier and more effective? Content marketing is an integral part of a digital marketing strategy, and as it grows even more popular in 2016, it’s time to maximise its effectiveness in 2017 and examine all the new possibilities that may be useful for your brand. It’s important to produce more content, but always keep it aligned with your marketing goals and the ROI it will bring. It’s not just about the number of followers an influencer has, but also about the relevance for the target audience. Increasing effectiveness Content marketing is becoming more challenging, as it is becoming more purpose-driven. As content marketing will mature, marketers will be expected to come up with new ways to measure its effectiveness. Video seems to be a great way to repurpose content and it’s interesting to experiment with it, and we believe that more brands will do so during 2017. If your brand is already investing in a content marketing strategy, then 2017 will be the year that you should investigate all the new ways to maintain your strategy’s relevance, depending on the latest trends and your audience. If your brand is now ready to create a content marketing strategy, then it’s a good opportunity to examine the trends that have more chance to affect us next year and examine which ones might be useful to stand out with your content.

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It’s time to plan the year ahead, so how about starting
with a look at the content
marketing
trends that will make 2017 easier and more
effective?

Content marketing is an integral part of a
digital marketing strategy
, and as it grows even more popular
in 2016, it’s time to maximise its effectiveness in 2017 and
examine all the new possibilities that may be useful for your
brand.

Next year closer than you think, so here are our suggestions on
the biggest trends in content marketing.

Creating a documented content marketing strategy

According to CMI and its B2B content marketing
report for 2017
, only 37% of B2B marketers have a documented
content marketing strategy, while 41% of them have a strategy in
mind, but it’s not documented.

Moreover, 17% of them don’t currently have a content marketing
strategy, but they are planning to set one in the next 12
months.

It can be very useful to document your content marketing
strategy, as it allows you to have a clear overview of your goals
and your efforts. This allows your business to maintain its focus
on the most relevant actions, without any distractions from “shiny”
new trends that may not be useful for its particular case.

Producing more content

There is an increasing need for new content and marketers seem
to understand that they have to produce more of it to keep up with
the growing content consumption.

70% of B2B marketers plan to create more content in 2017
compared to 2016, while 25% of them will maintain the same amount
of content.

It may be a trend in 2017 to find more content, but this doesn’t
mean that quantity will overtake quality. It’s important to produce
more content, but always keep it aligned with your marketing goals
and the ROI it will bring.


cmi2
Source: CMI

Influencer marketing


Influencer marketing has turned into a popular trend
during
2016, with brands seeking for the best advocates for their
products. It’s not just about the number of followers an influencer
has, but also about the relevance for the target audience.

Thus, we are expecting a further growth in influencer marketing,
but more in a contextualised way that benefits both the brand and
the celebrity influencer.

The concept of the celebrity is also shifting, as brands don’t
have to chase singers, or actors anymore to seal an effective
collaboration, as internet stars turn out to be equally popular,
bringing a new generation of influencers from all kinds of
backgrounds.

Personalisation

As marketers seek for relevance in their content marketing
strategy, personalisation becomes crucial, narrowing down the
audience to increase the effectiveness of a campaign.

Content is not created anymore to reach a broad audience, but
rather a specific target…

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