 Your new post is loading...
Your new post is loading...
If the last twenty years is any indication, the future poses significant challenges for marketers, especially in terms of content creation. From the mid-90s, when the internet was a novelty, to now, with our constant connection to technology, disruption has been the name of the game. Marketers have had to continually shift to keep up with emerging digital trends. While it’s true that technology innovation has a seismic effect on marketing trends, you don’t need to be a fortune teller to predict the future of marketing—you just need to follow the current trends to their logical destinations. Here are four current trends, and some predictions on how these trends will influence the content marketing strategies of tomorrow....
Maybe I’m biased but if there is one thing I can predict with 100% accuracy, it’s this: content marketing will become even more important in 2017. You’ve seen this first-hand: businesses are investing more and more in creating and distributing content. In fact, according to one estimate, content marketing will be a $300B industry by 2019. All this growth means that industries related to content marketing - such as SEO - are also evolving. Tactics that work today might fall flat in the next two years. What are the content marketing trends SEOs should watch out for? What changes will impact SEO in 2017 and beyond? In this post, I’ll show you 5 content marketing trends and how they are changing SEO....
Back then, content marketing was barely on anyone’s radar. I was lucky to get into it early while I could learn on the job as the industry evolved. There were young journalists, like me, who got in the game for a steady paycheck and came to love marketing. There are marketers who transformed their careers. With each passing year, we’ve matured and discovered what works through trial and error.
It used to feel like you could hire anyone to run your content marketing program because no one knew what the hell to do. That’s definitely not the case now. Over the past few years, a new class of creatives has come to learn the ins-and-outs of content marketing. As I survey the industry today, the big differentiator that all successful brands have is people who actually know what they’re doing.
Which leads us to our first big trend of 2017….
Content marketing has become an integral part of any marketing strategy. It’s no longer an option, but rather one of many tools marketers need to use to make the most out of their strategies. It makes sense: There are over three billion people with internet access, and about a third have at least one social media account. The possibilities are endless. And yet, content marketing is still a relatively new field. Luckily, with everyone focusing on its development, trends and patterns are starting to emerge.
Being great at content marketing was harder to do in 2016 than ever before. That’s because there’s more content in more places, with more topics and more faces. And that trend isn’t going to stop in 2017—it’s only going to multiply. The key is going to be understanding how to take a more nuanced, informed approach, so your content works smarter and harder. I asked my consulting team at Convince & Convert to create this guide to the content marketing trends that matter, based on our content marketing strategy work for some of the world’s most interesting brands....
In 2017, content will continue to be one of the most important marketing tactics for ecommerce businesses. Look for content marketers to produce a greater number of videos, focus on mobile media consumption, spend more money promoting content, produce more shows rather than standalone posts, and use technology to an advantage.
Content marketing is the act of creating, distributing, and promoting content, such as blog posts, articles, podcasts, and videos with the aim of attracting, engaging, and retaining customers. For ecommerce marketers, content can be a way of building a relationship with a shopper, which in turn will allow an online store to compete not on price or delivery speed, but on experience.
What follows are five trends that could impact content marketing in 2017....
Is your company ready for the new year? The Borenstein Group shartes the Top 10 digital marketing trends you need to know now to be ready for a happy 2017.
I recently spoke with Michael Brenner, CEO of Marketing Insider Group, co-author of the bestselling book, The Content Formula, and recognized by Forbes as one of the top CMO influencers in the country.
Michael is one of the best in the business, and in this interview, we covered a lot of ground concerning the current state of content marketing, and what to expect in 2017 and into the future.
David Reimherr: So, what is happening currently, when it comes to content marketing?
Michael Brenner: I think the state of content marketing is pretty strong. Modern content marketing, I think, is just about 7 years old. A lot of people point to American Express Open Forum as one of the earliest examples of modern content marketing. I think it took another two or three years for other companies to really learn from their example — myself included.
Those early days were a real struggle. 1 — We had to explain content marketing. 2 — executives were still trying to figure out what social media was, and along comes another trend. And then 3 — there weren’t a lot of people nodding their heads in the room when we were having these kinds of conversations.
A lot has changed. Now, everyone understands that you’ve got to distribute content, and be where your audience is on social. I think most companies are starting to realize that you have to create content that helps buyers, as opposed to just creating content that promotes your business....
Content marketing has become an essential tool for the majority of business-to-consumer (B2C) marketers in North America. More organizations are using the technique in marketing campaigns, and content marketing is also becoming more sophisticated and more deeply embedded into overall company processes. An October 2016 report from the Content Marketing Institute (CMI) and MarketingProfs found that 86% of B2C marketers in North America said they were using content marketing in 2016, up 10 percentage points from those who were using it a year ago. The continued embrace of B2C content marketing is also evident in how much budget is being allocated toward content marketing efforts. Most marketers in the survey were holding steady on content marketing investment, noting that they planned to spend about the same or slightly less in 2016 compared to the prior year. But perhaps the most interesting about current trends in the use of content marketing is how marketers’ philosophy toward the practice is changing—particularly in its elevation from a campaign-specific tool to a deeper business approach. ...
One truth is self-evident to content marketers: Traditional ads aren’t enough these days. With more than half of digital ads going unseen and more than 200 million people employing ad-blocking software, standard display units face an increasingly uphill battle when it comes to reaching and influencing consumers. With these statistics in mind, it’s no wonder that a look at Google Trends data over the past five years shows rising interest in both content marketing (blue) and native ads (red) as topics. That said, therein lies the problem. Marketers continue to create more and more content, but the audience looking to consume such content isn’t growing. It’s a basic issue of supply and demand. The 2016 Content Marketing Institute/MarketingProfs content marketing trends report found that 77% of B2C marketers planned to produce more content in 2016 than in 2015. But that added content is fighting for a limited chunk of consumer media attention. The content landscape is cluttered and the situation is only being exacerbated. As marketers turn to content marketing to help overcome some of the challenges associated with traditional ad buys, they’re finding that even a solid content creation strategy isn’t enough....
Bryan Kramer once wrote, “Communication shouldn’t be complicated. It should just be genuine and simple, with the humility and understanding that we’re all multi-dimensional humans, everyone of which has spent time in both the dark and delightful parts of life.”
Content is the key to this kind of communication and your company’s fuel for building connections with these multi-dimensional humans in your network — and that stems far from a marketing-only initiative.
One of the biggest mistakes I see companies continue to make is believing that quality content should be created, distributed, and used only by the marketing team. This belief is not only false, but it’s also a dangerous mentality that dramatically limits your long-term growth.
Content Marketing Institute reported this year that almost three in four B2B marketers still don’t believe their organizations are effective at content marketing. As I’ve discussed in a previous piece on content marketing trends, we’re starting to see new strategies emerge for utilizing content and improving its effectiveness. A trending strategy that brands need to take advantage of now is the use of content by teams outside the marketing department to accomplish more goals....
Locowise also offered up 10 key social media trends to watch in 2016: - Remember the timeless principles.
- The decline of all-things-organic to continue.
- Social embraces advertising.
- Increasing importance of getting others to share your content.
- Twitter and Instagram algorithms.
- All-in on video.
- Instant Articles and the decline of traffic to websites.
- E-commerce in social media.
- Messengers are eating the traditional social media world.
- Death of the autopilot.
Readers: What trends do you think are worth keeping an eye on for 2016?...
Called “Retail without limits. A modern commercial society” the study revealed huge changes in consumer attitudes in a very short time.For instance demand for transparency outstrips any other consumer requirement, and this is especially so in terms of which insight would add the most value to an experience. The 70 per cent response to this question is more than double the 33 per cent response recorded last year.Likewise access to product information across digital channels or in-store is also rated highly by global respondents (59 per cent), again more than double last year’s result for 24 per cent. And the ability to track orders as well as the desire for a connected shopping experience have also gained importance in consumers’ eyes, say the authors....
|
In his new book “Hit Makers: The Science of Popularity in the Age of Distraction,” Derek Thompson busts some big myths about how popular stuff gets popular. Myths like: “Content is king,” i.e., good stuff rises to the top because it’s good.“ Distribution is more important” than content, Thompson said on the latest episode of Recode Media with Peter Kafka. “You can say that a song is the best song in the world, you can say that an idea is the best for people’s welfare, or a movie is the best documentary of its kind. But without a distribution strategy to reach people, nobody hears it.” Thompson, a senior editor at the Atlantic, challenged the idea — popularized by other pop-sociology writers like Malcolm Gladwell — that ideas can go viral, spreading and reproducing in a biological way. Instead, he said, everything from memes to tech companies can “piggyback” on existing social networks....
Last month, before people went away on vacation and struggled to explain their jobs to their extended families, the editorial team asked everyone at Contently to think about the future of content marketing. Will video rule 2017? Will fake news change the way publishers pursue marketing? Will artificial intelligence go too far?
Now we’re back, ready to hope for the best, plan for the worst, and prepare for the ROI apocalypse. As marketers try to stay ahead of their competitors, here are 23 predictions to watch out for during 2017....
Here are what I believe are some of the biggest issues enterprise marketers are dealing with, as well as some thought leaders who are covering this topic at #CMWorld (hint, hint).
Note: These are not in any particular order. They are all important, depending on where you are in your content marketing maturity.
One thing is for sure: Content creation and distribution in the enterprise, outside of the content about our products and services, have become both more important and more integrated over the past year....
When it comes to Digital Marketing trends, what’s “in” is always changing. Whether it’s Google’s search engine algorithm, the emergence of new social media platforms, or the most in-demand Digital Marketing skill sets, the industry is constantly evolving, updating, and creating new ways of reaching an audience. With 2017 just around the corner, our eyes are on the top trends set to rule Digital Marketing in the next 12 months. Based on exclusive data and insights gathered from our Digital Marketing Salary Guide 2016-17, here’s a look at the four Digital Marketing trends that will define the industry and how businesses approach and implement it in 2017....
Mobile has upended the communications landscape. In fact, mobile device usage passed desktop usage in 2015. More people are on the go and they have less time to consume information than they used to. So content creators — now more than ever — need to be pinpoint in their efforts to reach their audience. If there’s one thing that’s clear about communication in 2016 and beyond, it’s that we can’t make our audience fit into the systems and rules that we think they should be in. We need to put the audience at the center of the experience.
In 2017, I think you’re going to see more of an effort by social media and content marketers to do just that. Communications need to be intentionally designed to be more personal, because what’s happening more and more is that our audience is demanding that.
Here are a few predictions for social media and content marketing I believe you’ll see happen in 2017....
Like last year’s predictions deck, we’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing. They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.It wouldn’t be the first time. Last year, 69 folks weighed in (you can check out the full piece here: http://bit.ly/2016ContentSocialPredictions and they overwhelmingly predicted that live streaming video would dominate 2016. They couldn’t have been more spot on, with the explosion of Facebook Live in April 2016 and Twitter’s Periscope surpassing the 200 million broadcast mark. So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year. ...
51% of B2B marketers say they plan to increase their investment in content marketing over the next year. (Content Marketing Institute) your buyers are drowning in content. 83% of buyers feel overwhelmed by the amount of content available to them (2016 Content Preferences Survey: Demand GEN Report) They don't trust what you're cranking out. Only 9% of B2B buyers say they trust vendor content like white papers. (CMO Council) Buyers are not happy with vendors. Their contenT [tends to be] over-technical, product-centric and self-serving. (CMO Council)...
Content marketing is an integral part of a digital marketing strategy, and as it grows even more popular in 2016, it’s time to maximise its effectiveness in 2017 and examine all the new possibilities that may be useful for your brand.
Next year closer than you think, so here are our suggestions on the biggest trends in content marketing....
This is the time of year people post their prognostications for the next year. The predictions will be … predictable: More video! More Snapchat! More podcasts! Well, OK. It’s pretty easy to make a prediction based on what’s already happening. But there are less obvious tectonic forces rumbling through our marketplace. Here’s a view of some of the underlying shifts, the marketing mega trends, you need be considering in 2017: 1. Content Marketing Re-constructed If you are operating under the idea that what worked in content marketing last year will work this year, it’s time to update the perspective. The world of 2017 will look nothing like the marketing world of 2015. These trends will be forcing dramatic change....
Content marketing has seen a tremendous adoption by brands. Many have started their own blogs and taken advantage of the content climate. The problem is that most businesses don’t have patience. They can’t wait 6 months or more to see traffic rolling towards their website. Moreover, instead of taking data-backed decisions to modify their content strategy, most businesses fail to adapt. So, when they find it difficult to measure ROI, they abandon content marketing altogether. A better option is to understand your customers. Then, brainstorm how you can effectively meet their needs, taking the strategies that are working right now into account. In this article, I’ve combined five such content marketing strategies. These are all backed by data and case studies that not only prove their effectiveness, but also show you a practical way of implementing them....
As we head into the new year, many content marketers are taking a look at past achievements and beginning to plan their strategy and budget for the coming year.
Many may be wondering: What will content marketing look like in 2016?
Via Brian Yanish - MarketingHits.com
2016 holds a lot of promise for content marketers. But there are some challenges. Things like content shock and mobile usage aren’t going to go away, but there are plenty of ways to mitigate the damage. If you’re smart and fast, you might even come out ahead.
If you’ve already figured out your content marketing strategy for the new year, kudos to you. I hope this list just affirms what you’re already preparing for.
But if you haven’t got your strategy figured out yet, no worries. There’s always that quiet week between Christmas and New Year’s to figure things out. There are a lot of things shaping content marketing right now, and quite a few opportunities to enjoy. Here’s what I see for the coming year.
Via Brian Yanish - MarketingHits.com
|
Four trends that impact the future of marketing.