Content Marketing Predictions: Are you prepared?
Year after year, businesses and brands face a myriad of challenges and 2017 as we all should expect, will present its own set of unique challenges.
Question is, are we prepared to take on these challenges? While some public relations professionals and marketers might be somewhat ready to face them, others are still reeling from the shocks of last year.
These challenges are mainly brought about by the ever-changing market dynamics, shifting customer preferences, and technology innovations.
While all these factors are not necessarily bad, it’s imperative that we stay on course by looking ahead and planning for the unexpected.
Maybe it’s time we changed our perspective and start seeing challenges as opportunities.
With this in mind, we did a bit of digging to find out what 2017 has in store for content creators and marketers at large. Here’s what we’ve managed to unearth.
Video will rule:
Well, I am not sure that this comes as a surprise to you. The signs were there for the better part of 2016. Now this phenomenon has come of age and it’s only a matter of time until most businesses and brands start realigning their content distribution strategy and shifting focus to video.
According to HubSpot, 52 percent of all video plays in 2016 were done on mobile devices representing a 15 percent increase from 2015. A report by Kleiner Perkins Caufield & Byers also indicated that by 2017, video content would represent 75 percent of all Internet traffic.
Most marketers were a bit skeptical about influencer marketing and its impact on their businesses and brands. But those that jumped in head first and slowly managed to fit it in their content marketing strategy, the results speak for themselves.
According to an article published in Forbes, over 60 percent of brands implemented influencer marketing in their 2016 marketing strategy. This number could shoot to 75 percent by end of Q3 of 2017.
Have you identified key influencers to work with in 2017?
Mobile dominates desktop:
Well, we pretty much saw this one coming, didn’t we?
With the unprecedented proliferation of smartphones and other handheld devices across the globe, it was only a matter of time until consumers adopted a new mobile and convenient way of consuming information.
Google back in 2015 did warn businesses to optimize their websites and blogs for mobile threatening that search ranking would be adversely affected for those who did not. Oh, if you want to check if your site is mobile optimized, you can use this mobile-friendly test tool.
Now more people are spending a significant amount of time on their mobile devices than on desktops. More emails are being opened on mobile devices than on desktops and more content consumption is happening on smartphones and tablets than, again, on desktops.
Businesses and brands should now ensure that they also optimize their content for mobile or lose out on reaching their target audience.
Context is Queen:
Now, this is where the rubber meets the road – so to speak. Context marketing, a relatively new thing, is rapidly positioning itself as one of the most effective pillars of digital marketing.
With businesses and brands churning out content on the daily, consumers have now become overwhelmed with irrelevant content, most of which is purely filled with brand speak and zero substance.
Customers are now looking for content that will solve their problems from the word go. Context marketing simply means delivering the right message (content) to the right person (target audience) at the right time. In fact, Facebook has now changed its algorithm to reward brands that convey personality in their communication.
The blanket approach of impersonalized targeting is now a thing of the past. It’s now crunch time for businesses and brands as they now have to relook at their content strategy and make sure that they are having contextual conversations with their customers.