Personalization is arguably the most important aspect of any marketing effort. Whether you’re an affiliate marketer looking to promote products through content channels or an agency copywriter at an SEO firm, communicating with consumers is the first step to selling your product. Which means content marketing should be at the forefront of your efforts in 2017.
The coming year will require careful content marketing tactics that resonate powerful messages and coordinated campaigns that speak to the unique needs of the consumer.
To keep up with the increasingly crowded world of content marketing, employ these tactics in your 2017 strategy.
Start Using Video Content
The need for valuable content is no longer an option, it’s a necessity. For the last 5 years, content metrics have proven that time and time again. Over the last year, video content has proven to be the leading tactic for content marketing.
Take a look at these video marketing statistics:
Cisco’s Visual Networking Index predicts that by 2019, global consumer Internet video traffic will account for 80 percent of all consumer Internet traffic.
According to HubSpot’s Video Marketing Statistcs, including video content in email marketing leads to a 200-300% increase in click-through rate.
In 2015, eMarketer determined American adults spend an average of 5 hours and 31 minutes watching video every day.
Record a monthly blog. Plan a web series. No matter what niche you’re in, there’s a way to make engaging content that will truly peak the interests of consumers. If you need help identifying those content opportunities, consider using a platform like Buzzsumo.
This clever little content tool helps you identify trending content from any topic, niche, or industry.
To get started, head on over to their website and type in a topic.
After you click ‘Go!’, Buzzsumo will pull up the top performing content for that topic.
To restrict your search times by relevancy, use the filters on the left side of the page.
This will allow you to narrow down trending content for your topic over the last 24 hours, week, month(s), or year. Open a Google Spreadsheet and create a quick log of these URLs. Before you know it, you’ll have a rolling log of amazing content ideas.
The best part? The rise of video marketing gives creatives without copywriting skills more room to wiggle. You don’t have to be a master copywriter to make an engaging video. You have to know your topic and show your expertise. For many of us, that’s a lot easier than writing a long-form blog post.
Invest in Mobile Friendly Formats
It’s no secret that the amount of mobile users is beginning to outweigh desktop users. A Gallup poll from 2015 cited 52% of smartphone owners check their phones multiple times an hour. That statistic alone proves there’s a ton of value to mobile marketing and that statistic was from 2015.
A recent report from Reuters established that 75% of internet use will be from mobile devices in 2017.
Your customers are more likely to search you through Google Voice than type ‘www.yourbusiness.com’ into their desktop. Marketer’s simply can’t afford to ignore mobile marketing platforms.
Make sure that all of your webpages can be viewed on mobile. Invest in mobile ad spend. The rise of mobile use is no trend, it’s the future of the modern world.
Predictive Analytics and AI
To offer the personalization the modern consumer demands, marketers will need to work hard to offer unique experiences for their customers. This means taking lead scoring to a whole new level and actively identifying new customer personas (as well as creating content for them).
Many marketing experts expect 2017 to be year predictive analytics and AI proves its worth through content generation and recommendation. More and more companies will adopt predictive marketing tactics and AI software into their strategies.
From automated translation and content suggestions to eCommerce recommendation for customers, you can expect Artificial Intelligence to grow throughout 2017. If you’re not already investing in smart automation tools and innovative CRMS, 2017 is the year to do so.
Preparing for the Year Ahead
2017 will open a lot of content opportunities for marketers across hundreds of markets. Though there are a lot of changes around the horizon, there are more ways than ever before to communicate with and analyze your customers. Success can be found by optimizing the customer’s experience and working hard to deliver a personalized experience.
Don’t treat your visitors like a number. Invest the time and energy into segmenting your customer personas. Create individualized email campaigns, automate repetitive tasks, and promote content that actually presents value to visitors.
What are you planning for your 2017 content marketing strategy? Tell us in the comments!