Content Marketing Trends That Will Rule 2017

Nate Vickery on Sep 27, 2016 in Content Marketing

Making predictions for an industry as fluid as content marketing is rarely a good idea. Chances are that you will have more misses than hits and that those misses will be far more eye-catching.

Still, it can be difficult to resist the temptation to give one’s predictions about what is going to happen and that is exactly what you will read in the remainder of this article – content marketing predictions for 2017.

Writing Will Improve

Sure, Snapchat and Instagram are all cool and exciting, but for the most part, content marketing still relies on the written word. The problem that has become glaringly obvious to anyone who wants to pay attention is that the writing is often poor, to say the least.

Most marketers were simply never trained in the fine art-slash-science of writing. Expecting them to do exceptional writing is the same as expecting them to know how to do amazing illustrations or write a theme tune.

This is why 2017 might actually be the year when the technical aspects of writing finally get recognized as important and when freelance writers and online writing services finally get the attention (and the money) they deserve.

More Emphasis on Content Strategy

For the vast majority of businesses that finally decide to check out what all this “content marketing hype” is all about, the idea of an actual content marketing strategy is as foreign as the idea of a plant-watering strategy. In their minds, it is just something you do or pay someone to do without thinking twice about it. If it works, it works.

However, both the clients and the content marketing agencies themselves have become much more appreciative of comprehensively designed and meticulously analyzed content marketing strategies. If a certain content marketing strategy isn’t working, it gets cut. Analytics are employed throughout the process and strategies are tweaked on the fly.

In 2017, we will only see a proliferation of this data-driven approach to content marketing that no longer rests on the vanity metric laurels.

Going Mobile. Finally?

If you were to do a search for past articles on content marketing trends, you would probably find that most of them included at least a sentence or two about mobile content marketing and how businesses will finally really start paying sufficient amount of attention to mobile devices.

Has it happened? Not really.

People are yet to start taking even the basics seriously, such as the idiosyncrasies of writing for mobile devices, let alone something more advanced. The only explanation that comes to mind is that it is one of those things content marketers leave for the last hour of their workday and never find the time to actually put their mind to it.

The reason why 2017 might finally be the year content marketers seriously dive into mobile is that Pokémon Go did so well that it is impossible to ignore it. Also, people seem to have started taking off-the-shelf apps more seriously, which might raise the number of smaller businesses that come out with their own apps.

Return to Email Marketing

In the minds of most people who spend time at least thinking about content marketing, there is something of a competition between email marketing and social media marketing. They are seen as these two diametrically opposite options where one of them has to assume a dominant position over the other.

If this is really the case, then we are about to see a drastic tipping of scales in favor of email marketing in 2017. People jumped on the social media marketing bandwagon far too enthusiastically and the reality has had a sobering effect on them. While the general statistics for social media use is staggeringly good, the fact is that conversions and ROI are simply not that great.

In 2017, this might actually be the main reason why social media’s ugly and boring cousin email marketing will be back. Its limitations are well-known and it is far from being as exciting and as creative as social media marketing, but email marketing has returns that make financial sense.

It should also be pointed out that email marketing automation will probably contribute to its resurgence in 2017.

Closing Word

There are a few additional trends that you might want to keep an eye on, like account-based marketing and the use of advanced data analytics for content marketing. Still, the ones we covered above are more realistic and more likely to actually come true in 2017.

We will have to wait and see, though, won’t we?

Nate Vickery
Nate Vickery
Nate M. Vickery is a business consultant and blogger. He has a degree in marketing and almost a decade of experience in company management through latest technology trends. Nate is the editor-in-chief at BizzMarkBlog.