Many businesses and marketers have already embraced content marketing. They likely already know that they need content and have a basic strategy in place. But, too often, they feel that they’re missing out on opportunities and look to new content marketing trends to fill that gap.
As the marketing ecosystem is constantly evolving, it’s essential to stay on top of what’s next. Here are seven top content marketing trends for 2017 (editors note: not all trends are worth following. Don’t change your brand just because — if you shifted all of your resources to growing your Snapchat presence last year and neglected Instagram, you’d be annoyed today and playing catch-up) :
Live Streaming
Video has played an important role in content marketing over the past few years, and 73% of marketing professionals say that it has had positive marketing results. Video will continue its reign, but, in 2017, live stream video will rise to prominence.
Top social media platforms, like Facebook Live, YouTube Live, and Instagram, provide simple channels for hosting live product reports, tours, tutorials, events, and more. Live video streaming provides a level of authenticity that audiences crave, because it can’t be edited before uploading. It’s definitely one of the content marketing trends worth considering.
Virtual Reality
Every year, Virtual Reality is supposed to be the next big thing, so it’s pretty much required to be on any list of content marketing trends. That being said, we’re skeptical that VR will reach any level of market relevance this year — or potentially ever.
That being said, arely VR adopters can really differentiate themselves with something that will provide a one-of-a-kind user experience.
Visual Formats
The traditional forms of content marketing, like blogs and other written content, will continue to prevail in 2017. But, brands will be getting more creative with their content’s formats, and many will experiment with visuals.
Visual content, like infographics and gifs, will become more important as search engines get better at reading and analyzing the images.
Niche Messaging
Content marketing is becoming more and more competitive. In 2017, content marketers will delve deeper in their approach. More specific and targeted content will be a trend as they try to reach niche audiences.
Email Newsletters
Most marketers use email newsletters for content marketing, and more will come on board in 2017. Email newsletters help convert leads into customers and keep existing customers and readers engaged. Because people have to opt in to receive your newsletter, the audience is highly valuable and can boost your content’s return on investment.
Storytelling
The most impactful content provides readers with an experience through good storytelling. This allows marketers to tap into emotions. Storytelling will be an important brand strategy in 2017. Instead of reporting information, focus on implications and consequences of the facts, which provide readers with more value.
Native Advertising
Though not new by any means, native advertising will play a vital role in 2017, replacing traditional display and push advertising, which no longer have as much impact thanks to the prevalence of ad blockers. Native advertising provides useful information in the form of an article or video, merging promotions and content. Marketers can use it to provide in-depth information about a product, service, or other aspect of a business.
2017 will be a big year for content marketing. Lots of new trends are emerging, and many existing tools will become more prominent.