Content marketing is one of the best ways to widen the reach of your business in today’s ever-so-crowded and ever-so-competitive market. And the ever-so-increasing competition on the web has literally forced marketers into inventing new strategies to persuade the new-age audience to fall in love with your brand and become its loyal advocates.
Today’s marketers have been trying every tip and trick in the book to grab the ever-so-decreasing attention of modern day discerning website visitors who invariably have a wide variety of content to their access.
As it turns out:
They are still faced with the same content marketing challenging that they were facing in 2016 and the start of 2017.
Here’s the BIG QUESTION?
How to overcome these challenges and win the rat race of ranking on the web?
The answer is simple – you’ll need to change your content marketing strategies!
Now, here’s the biggest shocker:
70% of marketers lack a consistent content strategy. They think publishing blogs after blogs is enough to catch-and-hold the attention of their target audiences.
If only it were that easy…
Because of the overload of content on the web, today’s users have grown blasé to bland, branded content and they essentially look for something that’s interesting, something that can get them involved, something that creates a memorable experience for them.
The median time that users now spend on articles and blogs is just 37 seconds. Yeah! That’s shocking but true!
What does this mean?
Marketers now need to focus their content around the changing content consumption habits of their target audiences. They essentially need to embrace the trends of tomorrow and include those in their marketing mix to meet the needs of their audience.
I’m sure you’re wondering:
“Where do I find such content marketing trends for 2017 & beyond?”
Well, you’re in luck because today I am going to pull back the curtains and reveal to you 7 content marketing trends that will help you stay ahead of the game in 2017 & beyond.
So, let’s get started! Shall we?
1. Content Distribution Strategies Are Likely to Rule Supreme
So far, publishing consistently with greatest quality was biggest concern of content marketers.
Here’s what I think:
In the coming months, marketers will need to invest heavily on their content distribution strategy. Presently, only 26% marketers put money on the distribution.
We are likely to see content distribution gain prominence for building links and relationships. In addition, it will help enhance your reach amongst influencers to make your content more useful and reachable to people at large.
Presently, a large number of businesses are not really sure of how to get desired amount of traffic with content distribution techniques. Moreover, they are not sure of what channels are better suited for what type of content. But I’m sure the picture will be clearer in the coming months.
My bet is:
Influencer marketing will have the largest share of the distribution budget followed by email and social media marketing. Guest blogging will also gain solid grounds in 2017 and beyond.
2. Social Media will be Become the Main Content Bandwagon
Role of social media in the content marketing mix is clearly lauded by experts. More and more businesses have woken up to the power of social media.
If stats are to be believed – people want to invest more of their time browsing through social posts and news articles in the months to come.
Social media will be at the center of content marketing campaigns and social media content distribution will result in paid social media advertising. This signifies that businesses will be spending more on content consumption channels such as LinkedIn, Facebook and Twitter as against the traditional content channels.
3. Email Marketing will Become more Sophisticated
While email marketing has already proved its worth in terms of driving traffic and content distribution, I predict that new emphasis will be laid on this marketing method.
If you look at the consumer demand in terms of new content notification, you’ll notice that more and more people now want to be notified by email notifications as against traditional methods.
The rise in the number of events of spam continues to haunt and discourage users from believing in emails.
But I’m sure:
Today’s smart marketers will counter this challenge by creating emails that sound genuine, look professional and behave human. I think we are likely to see the entire process of email creation undergo a new, sophisticated, technological methods complete with compelling messages and relevant content. Focus of marketers will be on creating email content that can engage and inspire their subscribers.
4. Guest Blogging will Stage a Comeback
After a post published by Matt Cutts – ‘The Decay and fall of Guest Blogging for SEO‘, a large number of experts pronounced its death. Suddenly, people started thinking guest blogging was no longer an effective way to get traffic and credible backlinks.
But here’s what I think:
Guest blogging will rise again from the dead! And this time it is going to become one of the most favorite and loved techniques for almost all content marketers, across the globe.
What do I mean?
Legitimate guest blogging will continue to be perhaps the best way of contributing relevant and best quality content to reputed publishers and website, and in turn acquire substantial web traffic and backlinks.
But here’s the deal:
To stay ahead of the curve in 2017 and beyond, you will need to think beyond traffic and backlinks. You’ll need to create high-quality, well-researched and data-backed guest posts to build relations, acquire newer audiences and make more and more people immerse in your content to get the much needed boost for your content marketing efforts.
5. Advertisements are Likely to Blend in with the Content Marketing Strategies
Now this is perhaps the boldest claim for content marketing predictions for 2017 and beyond.
But stay with me:
You probably already know that digital display ads continue to make their presence strongly felt on the web, despite all the algorithm changes made by Google and other search engines.
Here’s the deal:
I’m hopeful that the bland, persuasive and traffic-mongering ads will soon be replaced with more contextual ads.
What do I mean?
Advertisements are likely to blend in content marketing strategies. This implies that you will need to shift to more contextual ads built with the sole purpose of creating value for customers and to offer unparalleled user experience.
In 2017 and beyond, I’m sure ad techniques such as Promoted Posts, Native ads and Social ads will gain more prominence as against the AdWords and other ad types that are more focused around generating traffic and leads.
6. Content Marketing Will Shape the Future of Search Optimization
Another trend on my list that is sure to establish itself firmly in 2017 and beyond is the role of content marketing in shaping the future of Search Engine Optimization for brands and companies.
What do I mean?
Marketers have long been relying on better content to get good search engine rankings, especially after the much-hyped Google Panda and Penguin updates. But this is sure to get more importance as Google recently revealed that ‘Content’ is the second most important ranking factor.
But what’s surprising is the fact that ‘Links’ are the first most important ranking signal and it is difficult to build high-quality and credible links without guest posting.
That’s not all:
Out of the 200 ranking signals that Google considers when ranking sites on its SERPs, a large number of factors are all dependent on quality-focused and strategically created content.
Content is going to shape the future of search optimization industry. Remember, if ranking on SERPs is what’s on your mind in the times to come, you have no other option, but to build, syndicate and distribute high-quality, user-focused and usable content.
7. More Budget Allocation for Content Marketing Campaigns
Let’s face it – a large number of marketers and companies believe that content marketing requires no budget allocations and that it can be driven at zero cost.
But what’s the fact:
Content marketing is an essential component of your overall digital marketing strategy and needs a budget for success execution and implementation.
What I think?
I’m hopeful that more and more marketers and businesses will set aside a defined budget for content marketing strategies in 2017 and beyond.
Because businesses and marketers now understand that investing in content marketing is as important as investing in visual branding and technology.
Let me give you a fact:
Content marketing will be a $300 billion industry by 2017 and over 39% marketers plan to increase their content marketing budget over the next 12 months and 45% plan to keep their budget the same like last year.
I’m hopeful that be more and more funds will be pledged for creating amazing content in 2017 and beyond.
Over to You!
So there you have it – 7 of my predictions for content marketing trends for 2017 and beyond. Though it is really difficult to say which of these trends will continue and evolve in the months to come, I’m really hopeful of seeing newer and better changes in the content marketing industry in 2017 and beyond.
What about you? Do leave a comment below and let me know!