Content Marketing Predictions for the Second Half of 2017
Industry Experts Share Their Thoughts on How the Year Will Shake Out
We all want to be better content marketers. Whether it’s by latching onto the hottest new content format before anyone else or optimizing editorial strategy for increased engagement, there are always opportunities for improvement. In order to give you a push in the right direction, we went to the experts and gathered the top five content marketing predictions for the second half of the year. Take a look!
1. Engagement will become more important than production or distribution
“The creation and distribution of content has been made easy, and today’s buyer is saturated with an overwhelming amount of content. In the second half of 2017, we’ll see brands shift focus to engagement. This will occur through a better understanding of audience segments and a reimagining of the channels and formats they use to engage. Smart brands will likely move beyond episodic engagement channels like email to more continuous engagement mediums like influencer marketing and advocacy programs.” – Sahana Jayaraman, Digital Brand Lab
2. Brands will find their voice
“More brands, especially in the B2B space, will be interested in establishing a brand personality—defining a relatable and identifiable tone, style, and vocabulary that shines through each blog article, e-mail, social post, etc. This information will help content marketers ‘get into character’ and shape messages that sound authentic and, hopefully, resonate with the target audience instead of producing content that reads like it’s developed for a search engine.” – Corrie Mieszczak, SoaringWinds Marketing.
3. Analytics will drive more editorial strategy
“To engage readers and reach the right audience, content creators will become more insight-driven in their editorial strategies by turning to analytics for real-time, actionable insights. With access to important data points like what topics drive the most new users or unique visitors, which articles have the highest bounce rate, which authors drive the most traffic and so on, marketers, publishers, and agencies can outline the best approach to create targeted and relevant content.” – Eric Jones, WP Engine
4. Audiograms will strike the perfect audio-visual balance
“In today’s world there are two kinds of people: those hopelessly behind on their podcasts and those who have never listened to one. The Audiogram content format bridges the gap and is poised to take off this year. These visual snippets of audio clips usually are comprised of an animated soundwave, an image of the speaker or topic, and captioning. They’re eye catching and digestible. NPR and The Economist are already using them. NYC released a tool to create them.”– Mark Alves, The Flap
5. Short-form social video will continue to dominate
“For the remainder of 2017 and beyond, short-form social video will continue to be a huge opportunity for brands. Over 500 million users are watching videos on Facebook every day. Marketers are already seeing this in action with the massive success of Buzzfeed’s Tasty series. These videos are easily digestible and begging to be shared, amplifying overall reach. When brands are able find a unique way to tell their story through engaging and sharable short-form content, users will take care of the rest.” – Vicki Marziale, lotus823