2016 is coming to a close and 2017 will be here before we know it. Predictions for marketing trends in 2017 are all over the place. Below are the top 5 content marketing predictions for 2017.
1. Video Content will Dominate
Live or staged videos will be a necessity in any marketing strategy in the next year. Videos drive more sales and more engagement than any other type of content. Studies have found that those who view videos are 1.81 times more likely to buy that those who don’t – even having “video” in the subject line of your emails has been shown to increase open rates. (See our blog for more information about why video content will be king in 2017.)
2. Visual Content will be in Demand
This is nothing new. Images have been important in Social Media and Content Marketing for years now and 2017 is no different. Consumers are interested in more than just text content, a striking or interesting visual will demand more attention and create more engagement. Additionally, search engines are working on better ways to index visual content, thus this type of content will contribute to SEO.
3. Interactive Content will be Key
Getting consumers to like, share or comment on your content will no longer be enough in 2017. Creating content that the audience can interact with will be key. Not only will the audience be more invested and involved, the interaction also provides the potential to provide marketers with useful data to market more effectively.
“By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it.” Scott Brinker.
4. Evergreen Content will be Important
Evergreen content is content that will always be relevant. Content published 3 months ago that can still be useful and is still appropriate today. Perpetually relevant content is also an important piece of Search Engine Optimization.
Content will need to be balanced between trending information and topics that are pertinent at any time after publication.
5. Mobile Optimization will be a Necessity
This one just isn’t going away, in fact it is getting more important as each day passes. The number of people using mobile devices to check Social Media, research purchases and consume content in general is growing fast.
If your content is not optimized for mobile devices or is not easily navigated on mobile devices it will likely be ignored and your audience will move on to the next business.
Content marketing isn’t going away, if anything it is going to become more competitive in 2017. As more businesses, publications, organizations, and groups use content to drive engagement, improve visibility and influence purchases it is going to be even more important to “get it right” to stay relevant.