The Future of Content Marketing: Experts Share Content Predictions for 2017

The Future of Content Marketing: Experts Share Content Predictions for 2017. In order to create impact, your content must be memorable. First, the small tactical thing: Companies that aren’t strategically tapping into the power of video get left behind.1 (And as a consequence they will end up eating friendless and alone, living in squalor in a sad walk-up tenement wearing nothing but boxer shorts and a gravy-stained T-shirt.) Some have Content Marketing as a function of a single department, like Demand Gen or Social Media, while other Content Marketing teams are a shared resource among the entire Marketing team. In the next year, we will begin to see a shift in team structure as the role of a Content Marketer becomes more clearly defined. 2017 is the year that this improves. Without that documented plan, that’s all your marketing is…stuff. As video grows in importance and live video becomes the norm, marketers are going to have to focus on quality over quantity. If you’re going to run a successful content program in 2017 focus must be on content quality, planning and cutting through the clutter to create a great experience for your audience. Learn how TopRank Marketing developed an interactive microsite to create a memorable experience for a client’s target audience.

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At a time in the not so distant future 2016 will come to a close and many content marketers will reflect on 2016 and think, “Man was that unfair!”. They’ve tightened their belts, worked hard to develop a content strategy and tried to stay up on latest content trends. But the sad reality is that content still isn’t having the business impact that they had anticipated.

In order for us to look to the future of content marketing, we have to take a critical look at the past and present. One that we have always known to be true is that creating content just to improve rankings and to say that you “do” content marketing is never going to be good enough. So many marketers get caught up in creating content for content’s sake and find that they’ve wasted hours, months or years developing messages that nobody will ever read or share.2

Our not too distant future holds many opportunities for content marketers, but there will be bumps and challenges along the way. To keep yourself from being distracted by the shiny objects that the future will inevitably hold, you must focus on what is most important. When approaching any content initiative, consider the following:

  • For content to be effective, you must have impact.
  • In order to create impact, your content must be memorable.
  • In order to be memorable, you must understand your audience.

Experts Share Their Top Predictions for 2017

Ann Handley

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Two things. One small and tactical; one big and strategic.

First, the small tactical thing: Companies that aren’t strategically tapping into the power of video get left behind.1 (And as a consequence they will end up eating friendless and alone, living in squalor in a sad walk-up tenement wearing nothing but boxer shorts and a gravy-stained T-shirt.)

Why is a writer telling you to think about video in 2017? Because embracing video doesn’t mean we ignore text and writing. Quite the opposite: Writing is the foundation of a good story. And well-chosen words can greatly enhance whatever video you’re creating, too.

Notice I said “strategically tapping,” too. Not “randomly tapping.”

Which leads me to the bigger-picture trend: In 2017, the smartest companies will slow the $*(@)$*%& down. Next year (is it really just one month from now?), the smartest and more successful companies go deep into purpose and identity to ground their marketing and content strategy in something substantive—so that our programs can find a place within the context of what our customers care about.

There is such a thing as a bad…

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