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7 Predictions for How Content Marketing Will Evolve in 2017

What can we expect in 2017? Every year there are new marketing trends.

Businesses need to keep up with the demands of the consumers. This requires businesses to constantly adapt their strategies. This past year, there was a rise in Snapchat and Instagram use among businesses.

These marketing channels should remain integral in 2017, but what else will see? A lot of marketing experts are predicting that 2017 will bring more of a focus on quality content.

The internet never stops growing. There is so much content out there that it can be hard to make a dent.

So, if you want to prepare for the coming year, you should start thinking about some of the marketing changes that may occur. To get you started, here are 7 predictions for how content marketing will evolve in 2017.


#1 – More Video and Visual Content

The use of video content has steadily increased this past year and will likely continue to grow. Businesses will invest more in a variety of content formats, including video and visual content.

Instead of sticking to traditional written content, brands will be able to take advantage of the latest technology. It’s becoming more affordable to produce your own videos and create compelling images or visual elements.

This visual content also does a better job of engaging customers. Visual content outperforms text-based content, with more clicks, shares, likes, and interaction from web visitors. It’s also easier to use in mobile marketing campaigns.

Search engines are also getting better at detecting and interpreting this visual content. As animated GIFs and videos become search engine-readable, the use of visual content will become essential for SEO (search engine optimization).


#2 – More of a Focus on Niche Topics

Instead of releasing content on broad topics, businesses will focus on more niche topics. This is an important part of breaking through the barrier and getting your content noticed. When you narrow the focus, you face less competition.

The main drawback to this niche focus is that you don’t target as many people. Businesses that adopt this niche approach will need to output more content to continue reaching the same number of consumers.


#3 – Content Will Need to Have a Purpose

Along with a niche focus, content will need to have a clear purpose. It’s one thing to write a blog post about a specific issue. But, this content needs to have a clear message to readers, with a direct call to action or desired action.

Every piece of content needs to have a specific message. There will be less room for a broad approach to content marketing.

This purpose-driven content also applies to the purpose of the content for the business. Is the content designed to drive interest in a new product? Is the content created to gain more social media followers?

The purpose of the content and the message that’s used will need to be clearly defined before the content is created.


#4 – Engagement Will Become the Most Vital Marketing Stat

For years, marketers have focused on techniques for attracting more visitors. They’ve got this step figured out. Traffic is no longer a primary concern.

Instead, businesses will need to focus on engagement.

User engagement will become one of the most vital marketing stats. You should start tracking daily, or even weekly, user engagement and conversion rates.

In order to make the best use of the quality content, businesses will need to optimize this content so that visitors continue to come back for more.

The two previous trends will help with this engagement. By focusing on a more niche area and defining the purpose of the content, you should see a greater amount of high-quality content.


#5 – Content Marketing Will Outpace Traditional Marketing

This next prediction is an obvious one – content marketing will outpace traditional marketing. It’s expected that businesses will spend more on content marketing that they do on other forms of advertising, such as paid ads, radio, television, and print advertising.

Content marketing is one of the most cost-effective forms of marketing. As consumer interest and increased competition drives the need for more content, businesses will continue to produce more and more content.


#6 – Influencer Marketing Will Become More Popular

The use of Influencer Marketing is a relatively new concept, despite the fact that it’s been used for decades. Influencer marketing requires businesses to get a key person of influence to promote or market their products or services.

For example, people with a lot of followers on social media can be targeted to promote a product, which is a form of word-of-mouth advertising. The person of influence gets to showcase the product, instead of the business simply releasing another advertisement or promotional content.


#7 – More Social Media Content Marketing

Most content originates on the official website of a brand, with posts on social media used to drive traffic to this content. But, with the increased popularity of Snapchat and Instagram, businesses will start producing more content specifically for social media.

This includes the use of video content on Instagram. The visually-driven social media platform recently added the option to release paid sponsored video ads, along with picture carousel ads. This increases the viable options for releasing visual content on social media, which businesses will take advantage of.

Social media content marketing won’t just be generating traffic. It will be used for brand awareness and to increase social media user engagement.

You can expect that 2017 will bring a few new marketing trends and changes in the way that businesses promote their brands. Some of these trends can be predicted, while for others – we’ll just need to wait and see.

But, these 7 examples are likely going to play a role in how businesses use content marketing. There will be more of a focus on engagement and niche marketing. Businesses are going to fine-tune their targeting.

This means that you’ll need to pay attention to the quality of your content in 2017. You’ll no longer be able to get by with mediocre, recycled content.

So, if you want to start the new year off with a solid strategy, begin by looking at your content creation methods.

Los Silva
Los Silva
Los is the CMO of Hype Media, a full service digital creative agency with proven expertise in building seven and eight-figure brands through lightning-fast customer acquisition via Social Influence, Paid Advertising, Direct Response, and Sales Funnel Optimization. He’s also Managing partner at The Collective – a consulting and incubation shop working with retailers and influencers to scale new brands and sales channels.When he's not working he's at the gym or eating tacos at his favorite spot in Orlando!

1 Comment

  1. Mark Reising says:

    Interesting prediction. It will be interesting to see what the sweet spot is for this kind of marketing content though it will be dependent on the type of product or service being presented.
    I have been involved with content development on digital signage and on hold messaging for equipment brands and believe the next logical progression would be to reap purpose the visual content for this purpose.

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