About Jonathon Narvey

Jonathon Narvey is a Vancouver-based writer and coffee drinker. He writes SEO website content by day and novels and short stories by night.

Content marketing trends in 2017. What makes your content stand out

Content marketing trends for 2017The biggest challenge with marketing has always been trying to get the biggest bang for the buck. The good news is that content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

Content marketing demands your attention, resources, creativity and commitment. It’s now easier to find and focus on your audience. There are more tools to test your content performance. It’s easier to measure the results.

By doing even one or two of these are current content marketing trends very well, you’re headed for better ROI.

Email marketing is more important than ever

Your audience has said yes to receiving email. Be personal, tell stories that matter and hold their attention. Be creative, give them value and you’ll get value in return, like people clicking on your “call to action” (don’t forget engagement is the purpose) or they’ll spread the word.

There are numerous tools that will help you manage, automate, and personalize then test, measure and refine your email marketing push campaigns. With email tools like Mailchimp, SendGrid, and Unbounce for landing pages, or an integrated CRM solution like Hubspot you will achieve meaningful engagement and tangible results. For inspiration, here are 15 successful email campaigns that will inspire.

Imagine allocating less of your budget for acquisition. You can convert your already captive audience into valuable customers.

In a digital world, print gets noticed

Airbnb partnering with Hearst publishing to release new print magazine is a good indicator that digital will not render content obsolete. If you consider the distribution channel, of the magazine finding a place in every Airbnb location, that’s a considerable reach.

Of course, you don’t need the resources of a major multinational to get this done. Brochures for realtors are still a sound investment. Small print runs of a magazine can help turn a middling company into a market leader.

There something about the touch, the sound, and the overall experience of holding paper that you’ll never get from plastic, or from a computer monitor

Video is getting more cost effective

With YouTube, Vimeo, Twitter or Facebook Live there’s ample distribution. It’s not longer a massive feat of engineering to integrate the content into your website or blog. That said, creating good video content is hard. You need good talent and achieving good production quality can be demanding.

If you’re going to invest in video content, consider these options.

  • 360-Degree Videos make an impact. A Magnifyre case study highlighted that viewers are twice as likely to watch a 360-degree video to completion. Of course, not every video will be suitable for the 360-degree format. But if you want to turn give someone that showroom feeling, it will give the viewer that “in-person” connection with your product.
  • Think about integrating links to video into your email marketing. Salesforce.com reports that putting the word “video” in the subject line of an email increases open rates by 19 percent. It also increases click-through rates by 65 percent and decreases unsubscribes by 26 percent.”

You’ve got to pay to play

There’s not much value in free and the social platform free ride is over. The odds of your unpaid organic content going viral on a any social platform is diminishing by the second. Algorithms are making it harder for a lot of content to rise to the top of most social feeds or search ranking. The good news is, with the right content  aligned with the right audience. With the right budget you will see the right results.

According to Harvard Business Review, you’ll want to focus your budget for paid content primarily on high-quality content like feature articles and infographics.

Consider that “nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less. For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month.” (HubSpot, 2015).

Content is key to achieving your marketing goals. However, it important to avoid creating great content that nobody sees or shares. Many companies have blown budget on promoting meaningless listicles or irrelevant memes.

No matter the trend, and no matter the technology keep in mind that it takes budget to create good content and budget to promote it.

Looking for help with content marketing? Get in touch with Writeimage today and tell us what you need.

By John Gray, a Vancouver-based writer.