It might seem hard to believe, but 2017 is already a quarter of the way through and new trends in content marketing are developing. If you haven’t already it’s time to start thinking about your content marketing plan. As you make plans and set goals for your content marketing strategy, it’s useful to take a look at what’s happening in the world of SEO and content marketing, and how the trends could affect your approach in the coming months.
While some of these trends aren’t exactly new or unexpected, it’s still important to consider how your business can respond and capitalize on them. You might decide to try something new — or realize that you’re already on the right track.
Influencer Marketing and Content Marketing
Influencer marketing has been building steam for a few years and will continue to rise to the top of the marketing mix. In fact, many experts believe that influencer marketing is going to be the top trend in 2016. This means that if you haven’t already, you need to begin thinking about an influencer strategy that not only seeks to build relationships with those who have the most influence, but who has the most relevance to your audience. How can you build authentic relationships that are mutually beneficial to you and the influencer? This should be one of your top priorities for if it isn’t already.
Ad blocker use is at an all-time high since most people hate being interrupted by advertisements. However, audiences are far more receptive to natural feeling ads that look and feel like everything else on the platform. Such ads do not interrupt the user experience, making them more successful and well-received. You can expect to build a great deal more of your content strategy around native advertising, and refine your techniques for attracting a bigger audience on these platforms.
The Return of the Email Newsletter
Perhaps no trend is as surprising as the return of the once ubiquitous email newsletter. Thanks to text message marketing, social media, and other forms of outreach, the email newsletter has fallen out of favor in recent years but is currently experiencing a resurgence. That’s not to say that you shouldn’t continue with your social media efforts, but don’t write off your email marketing plans yet.
Email open rates are on the rise again, and newsletters are proving to be an effective way to get your content right into the hands of people who want to see it the most. If you were considering launching an email newsletter or retooling an existing newsletter, now is a great time to do it. Just be sure that the content you are sending out is relevant and useful, so it doesn’t end up in the trash folder.
The ideal content length has long been debated in content marketing circles should it be 500, 700, 1000 words, or more? For a time the shorter, bite-sized content was popular. Today longer more in-depth and educational are in favor. However, audiences don’t want to see the same types of content rewritten over and reworded, the worst sin a content marketer can make it use “fluff” to increase the length of their pieces.
One of the freshest forms of content that you can expect to see a lot today is “dense” content; that is, content that provides the greatest amount of value in the least amount of space. Infographics, videos, and other types of visual content are a large part of the rising dense content trend. Offering the most digestible and executable information is going to be the most popular. If you are not already creating this type of content, add it to your content calendar right away.
AI and Voice Search
People are using voice search more and more both on mobile and desktop devices. With Siri, Echo, Home, Alexa, and Cortana; Apple, Google, Amazon, and Microsoft have seriously amplified voice search capabilities.
What this means for your content strategy is that you need to be developing content with voice search in mind, and the way that people will speak their queries rather than type them. Expect to see a great deal more about the influence of artificial intelligence and the effect of voice search on SEO in the coming months.
Undoubtedly, there will be additional trends and changes to
the world of content marketing in the coming year. If you start off with a strategy that takes these trends into account, though, you’ll be off to an excellent start.