Content Marketing Trends for 2017

Time moves faster when we get older, it’s a well-known fact; and it seems just like yesterday everyone was talking about possible trends for 2016. Now, with 2017 just a couple months away, we have to start talking about latest content marketing trends.

According to Content Marketing Institute’s 2016 Report, 65% of marketers don’t exactly know what kind of content marketing works, and what doesn’t. Businesses definitely want more content marketing in the future. In fact, the same report indicates that more than 75% of marketers plan to produce more content over the next 12 months. It seems like this is going to be another turbulent year for content marketing, and without further ado, let’s take a look at some of the trends we can expect in the following year.

Users are Ready to Pay for Educational Content

All of the information you find on the Internet is supposed to be free, a person is even assumed to search for a free alternative to any paid solution, which explains the popularity of torrent websites. When it comes to entertaining content, Torrent sites are more popular than ever – according to the global anti-piracy firm, Muso, there were more than 141 billion visits to one of the 14,000 piracy sites in 2015 alone.

However, when it comes to educational content, the situation is a little bit different; due to the volume of content production, there is a huge demand for quality curated content. Users are now even ready to pay for high-quality, problem-solving content, which is why the consulting industry has grown into a 415 billion dollar industry, according to Plunkett Research.

People Are Going to Watch Even More Videos

You probably knew this was coming, but it is impossible to talk about trends without mentioning this exponentially growing content type. Written content may be easier to produce, but videos are amazingly effective in improving the understanding of your products.

Videos are not just a great way to grab user’s attention, they are also great for your ROI; Unbounce reports that the inclusion of a video on a landing page can increase conversions up to 80%. One of the main factors in the rise of video content is the growth of mobile usage in recent years. Reading any kind of text, especially on mobile screens can be rather painful to your eyes, so people simply prefer to watch videos on their small screens.

According to Syndacast, by next year, nearly three-quarters of all web traffic will come from video content, so better jump on the bandwagon before it’s too late.

Mobile Isn’t a Choice – It’s a Must

Even if we exclude the fact that Google started ranking mobile friendly websites even higher in May, we cannot ignore the fact that now, over 80% of web users own a smartphone (according to data from GlobalWebIndex). What’s more, according to a recent AnswerLab study, mobile users are “extremely goal-oriented”, and they want their information displayed instantly and with no pinching or zooming required.

Responsive websites are more important than ever, and if you want your content to reach a certain number of people, it has to be properly optimized. Therefore, if you are not confident in your content creating and optimizing skills, or you simply don’t have the time to deal with it appropriately, maybe consider hiring an experienced content marketing agency to make sure every piece of your content is properly handled.

Content Still Has Growth Potential

People definitely like to point out differences between social media and content marketing, but despite their differences, you have to admit that they overlap quite a bit. Listening to what your target demographic wants allows you to cater to their needs, and create content that they find relevant. I wouldn’t blame you if you thought social media was stale, many people still think that way.

However, according to recent research from the DMA (Direct Marketing Association), in terms of effectiveness for business, social media is still practically in its infancy. The research has shown that nearly 70% of organizations still don’t process data from their social media channels. Furthermore, around 50% of marketers DMA surveyed believe that social media presents great opportunities for short-term growth, and without data being amassed, you clearly have a great opportunity for long-term growth as well.

Sources:  & Oscar Waterworth

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