Every 12 months appears to carry a new set of advertising and marketing trends, those “cannot pass over” opportunities that scream out for interest. If we were to hop on each tendency, we’d clearly grow dizzy from exhaustion. Nevertheless, there are a few trends that we would be foolish now not to apprehend.
As we begin the closing chapter of 2017, many corporations are nonetheless operating through the advent of a bona fide content material advertising method. If that’s you, here are a few tips: Native advertising and marketing is still the gateway drug to achievement, and cell continues to be the taste of every month.
That said, Smart Insights reports that content advertising and marketing is THE single maximum crucial approach for riding incremental income in 2017. In an enterprise this is all approximately experimentation, some key traits stand out.
Here are 10 content material advertising trends that everyone is speaking about.
1. Brands Will Continue to Invest in Original Content
Recently, it became public understanding that tech large Apple is planning to make investments of $1 billion in original content. Though a few gossip states that Apple is making this pass to take on Netflix, we accept as true with there is extra on Apple’s thoughts than video streaming. As competition in this area heats up, manufacturers want to stay applicable. Valuable, authentic programming can help companies develop a target market and preserve current clients glad.
Google is also purchasing authentic content from media businesses and types to fill in content material gaps, whilst Facebook is making an investment large quantities of capital on unique video. Not to be defined, online buying giant Amazon will perhaps be the biggest investor of all. Though the consequences continue to be to be seen, one element is for positive: content advertising is taking the spotlight.
2. Transparency Will Reign King (or Queen)
Consumers have become increasingly more desensitized. We need — and regularly expect — companies to be transparent, true, and committed to giving returned. After all, is stated and accomplished, but, many customers are reporting frustration with logo marketing, environmental claims, charitable contributions, and company guide for various causes. Though such efforts had been a hit for some brands, this kind of merchandising is increasingly more being perceived as desperate or dishonest.
Moving forward, manufacturers need to awareness on transparency and disclosure to close this hole as tons as viable. Enter: Influencer Marketing.
Yet, running with influencers can be sticky. The Federal Trade Commission continues to take measures to defend consumers from companies who aren’t obvious enough, including paintings with influencers. Take what befell with Machinima. In 2015, the FTC slapped Machinima, a YouTube gaming network, with a caution for not disclosing paid endorsements to YouTube influencers.
And this is some distance from the most effective instance. A quick Google search indicates that a loss of disclosure and transparency have prompted a problem for lots of brands. To build (and preserve) the agree with of your target market, the following section on influencer advertising and marketing and branded content wishes to make sure that every piece of content material created is transparent.
Three. Content Marketing Budgets Will Continue to Increase
Across the globe, businesses are spending large amounts of cash on content material advertising and marketing. What serves as wonderful news for content entrepreneurs additionally affords challenges for corporations with a restricted personnel. This is propelling the likelihood that organizations flip to freelance writers and others who can produce content material for a fee.
4. Content Marketing Duties Continue to Overlap
Often, it’s tough to determine exactly who is in charge of content within an organization. Roles and responsibilities shift within advertising departments and even in different areas of the enterprise. PR and communications can also have separate content creators, social media managers, and other writers that are not incorporated into the legit content group, leaving no person simply in price. Such disarray can cause a very disjointed content material method.
Five. Internet of Things Will Take Content Off-Screen
Customers are now not restricted to the display within the manner that they view the content material. Although distinct content formats have long been to be had, the IoT has made it so content is interwoven into our lives in latest approaches. Consider how we currently engage with generation, which includes Apple’s Siri. When customers talk, Siri responds with name-and-reaction content anywhere and every time they need it. Alexa, Amazon’s voice service, is turning into a virtual doorway to a content material as properly.