Follow these content marketing trends in 2017: Part 2. However, those are far from the only ingredients... Read more » In part one of our exploration of content marketing trends for 2017, we touched on the importance of personalization, storytelling and quality. The importance of mobile, the growth of native advertising, the breakthrough of live video, the resurgence of email newsletters and the advancement of search engine capabilities are all trends to keep top of mind. With internet users investing so heavily in ad-blocking technology, it’s increasingly difficult to engage consumers through traditional marketing channels. Native advertising allows you to break through without disrupting user experience. “The most successful content will not only stand out in terms of its helpfulness and relevance, but it will also make an emotional impact and engage with its audience in subtle ways that are traditionally the domain of large-scale advertising campaigns,” Richard said. Data from Social Media Today showed people spend triple the amount of time watching live video on Facebook than they do watching pre-recorded clips. If you haven’t already, it’s time to dust off your email newsletter handbook for 2017. While many have shifted content focus to social media, data from Campaign Monitor showed emails are five times more likely to be viewed than Facebook messaging. Search engine advancement The evolution of how search engines provide results to users is a trend content marketing professionals must consider every year.
In part one of our exploration of content marketing trends for 2017, we touched on the importance of personalization, storytelling and quality.
However, those are far from the only ingredients you’ll need to cook up winning content strategies in the new year.
The importance of mobile, the growth of native advertising, the breakthrough of live video, the resurgence of email newsletters and the advancement of search engine capabilities are all trends to keep top of mind.
Mobile
When it comes to mobile, the facts speak for themselves:
- Internet usage on mobile and tablet devices surpassed desktops worldwide for the first time in October 2016, according to StatCounter.
- Mobile-only adult internet users have surpassed desktop-only internet users, according to comScore.
- Also based on comScore data, all digital growth now comes from mobile, which accounts for 65 percent of digital media time.
As if that weren’t enough to spur mobile content creation, Google will continue to prioritize mobile-friendly websites in search rankings.
In short, the importance of responsive websites that ensure smooth user experience on mobile devices will not just be a trend in 2017 – it will be the standard.
This means ensuring content is displayed correctly on smaller screens and offers the lightning-quick load times smartphone-users have become accustomed to among other factors.
“The most successful content will make emotional impact and engage audiences in subtle ways.”
Native advertising
Working hand in hand with mobile is native advertising.
Data from Facebook and IHS Inc. showed that by 2020, spending on mobile advertising will reach $85 billion. Native ads are expected to account for a significant portion of this growth.
With internet users investing so heavily in ad-blocking technology, it’s increasingly difficult to engage…
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