Happy New Content Marketing 2017

 

Ah, the start of a new year. If you’ve read anything online in the past week then you’re already overwhelmed by clichés, so I’ll refrain from adding to that.

But I love the beginning of a new year. It reeks of promise and potential, and no matter how bad last year was, hope springs eternal in 2017.

For me, 2016 was a good one. I had a few unexpected setbacks (you’d think I’d know to expect them by now but surprise! surprise!), still, I bounced back and finished strong in December.

I plan to continue making progress this year, and I can’t wait to try some new marketing methods.

I’m always looking to improve myself, and the work I do for my clients.

Everything is a work in progress.

As a web copywriter or, to sound more impressive, a digital marketing communications writer, I have an ongoing interest in marketing.

And not just online marketing, because, often, what works offline can also work well online, with a bit of tweaking.

So, I continually study new marketing trends and the psychology behind them – to understand something well, you need to know how and why it works.

And then you can have a go at improving it.

Did I mention I love my work?

To that end, here are some of the big content marketing predictions for 2017:

Documented Content Strategy

Content marketing is getting serious, and if you don’t have a measurable and documented content marketing strategy in place, how do know what’s working and what isn’t?

It’s good to have a clear overview of the company’s goals, and to experiment with different tactics.

If it didn’t work, why? And how can we improve it?

If it did work, why? And how can we improve it?

Smaller companies are better at this than the larger organisations, perhaps because of the smaller amount of content – and everything being on a smaller scale.

From the initial engagement process through to the sales process – document it all, and adapt as the market changes.

Better Quality Content

Serious marketers don’t use cheap content mill writers. If your business is still doing that it’s time to step up and engage the services of a professional copywriter who knows how your business works.

A good web copywriter will already know what’s working. They’ll be in alignment with your marketing efforts, and able to offer good advice. They’re in it for the love of the profession, not just for the money. Your marketing goals are their marketing goals.

Some web copywriters dream about marketing tactics. Sad but true. Take advantage of it.

There’ll be more personalised content that’s audience and niche specific. Using segmentation strategies to filter out certain groups within your readers, and targeting them with bespoke content can make your brand stand out from the crowd.

And while video is big right now – more on that later – most online content is still story-based text. Everyone loves and remembers a good story – and the message behind it.

Don’t forget to keep it all mobile-friendly, almost half of your readers will be using a mobile device. If your content doesn’t look good, and readable, on a mobile screen then you’re wasting time and money with your content strategy.

Interactive and Personalised Content

Today’s digital distractions have produced a reduced attention span (congratulations if you’re still reading this). You need to grab people’s attention with interactive content. Get your audience involved while they’re consuming your marketing efforts.

Video was a runaway success in 2016, and it’s also an excellent way to repurpose written content. This works in reverse too. Expand on the information in your videos and write in-depth (but engaging) articles.

Livestream video like Facebook Live and Snapchat’s vertical videos for mobile will continue to be popular as a way to bond with your audience.

We’ll see more infographics, and interactive content such as surveys and quizzes, contests and assessments, with personalised results.

Make your readers feel special, and prove you’re interested in them. There are plenty of other websites they can go to.

E-newsletter and Email Marketing

As far as I’m concerned this type of marketing never went out of style, even though some have previously predicted the demise of email in favour of social media. But a company has no control over communication with followers on social media, and it’s notoriously hard to measure results.

The best way to build a list is still by using email, and the best emails to send appear to be e-newsletters.

If your company isn’t sending a regular newsletter via email perhaps it’s time to start. You do have a list, don’t you?

Email, and e-newsletters, will continue to reign supreme when it comes to relevant, targeted audience building. And it’s still one of the best ways to nurture leads, and convert them into customers.

An Exciting Year Ahead

It looks like 2017 will be an exciting year for online content marketing, and I’m looking forward to getting in there and getting my hands dirty.

I want to wish all my clients and readers a very happy and successful 2017.

As always, I’m here to serve you, and together we can make your business outstanding (as in standing out) and exceptional.

 

KEEP THE FAITH