5 Content Trends to Expect in 2017

2017 content trendsIt’s time to plan your content strategy for 2017, so make sure you take advantage of all of the possibilities to boost your brand this coming year.

Common wisdom and hard data both prove that quality content – and the appropriate amount of it, will help drive interested people to your business or organization. Content is king, and 2016 proved that maximizing your content will deliver consistent, positive results for your brand. But staying ahead of marketing trends and consumer habits is just as important, so keep the following five content trends in mind as you begin to create your marketing calendar for 2017.


Amazingly, only about a third of businesses that are engaged in digital marketing employ some form of structured content marketing calendar. This is one of the most important parts of the content plan, as a calendar will serve two purposes. First, it keeps all parties organized and communicating effectively throughout the year.

Second, it allows the marketing team to have a clear understanding of the higher-level goals and plans in place, which makes it easier to achieve long-term goals as a group. Regardless of how you organize the year, make sure that you have something in place.

Boost in Quantity

Looking to create more content this year to outpace your competition? Of course, you’ll want to start by creating the best content you can. Then, look for ways to up the quantity in the right way. According to a recent survey, about 70% of marketers surveyed planned on creating more content in 2017 than they did in 2016. 25% said they’d keep levels pretty flat. While less than 5% indicated a reduction or a “not sure” response to the question. One way to boost quantity is to repurpose old blogs that are still relevant to the

One way to boost quantity is to repurpose old blogs that are still relevant to the audience or publish more “evergreen” content that can hang on the site for a longer period.

Influencer Marketing

If there is one hot-button item on every digital marketing manager’s mind these days it is influencer marketing. The concept is simple, but the execution can be the difficult part; unless you partner with the right digital marketing firm that can pair you with content creators and the technology required to manage the influencers. An influencer is someone whose reach and reputation are

An influencer is someone whose reach and reputation are cornerstone to their effectiveness. If they “like” your product or service, their thousands or millions of ardent fans will be more likely to give you a try. In fact, recent studies have shown that about half of social media users inherently trust the reviews and opinions of those they follow. 2017 will be the year of the influencer.

Virtual Reality

This technology isn’t expected to explode in popularity in 2017, but it will continue to gain traction. It will likely be one of the next biggest marketing innovations to be adopted across nearly all industries. VR has been used recently by travel companies to demonstrate to a potential traveler what their destination options will look like in person.

The outdoor company, The North Face, has created innovative marketing campaigns and interactive in-store displays that enable consumers to experience a virtual world. And, as prices drop on home-ready VR equipment, you can count on marketers jumping on this new opportunity to connect with customers in more meaningful ways.

Video Content

The ability to take your own videos and debut them online isn’t new (thank you, YouTube!). But being able to record high quality videos from your mobile device, displaying it online in seconds, and creating newsworthy clips that can go from “just posted” to viral in minutes is quite compelling.

Facebook Live has shown the world that videos – even those that only last a few seconds and won’t be posted forever, are compelling in the eyes of the public. Video content will continue to evolve in 2017. And, it will likely be further optimized for viewing on mobile devices versus traditional screens.

Creating high-quality, compelling content is the responsibility of any engaged marketer. Understanding the upcoming trends and changes in the world of content marketing is vital to keeping any business relevant and front of mind with customers.

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