Content Marketing in 2017: 9 Tips & Predictions

Happy New Year, everyone! For better or for worse, 2016 was certainly an eventful year, and 2017 seems like it will continue that trend.

As content marketers, it’s our job to plan ahead and anticipate what the digital world will look like in the coming months. It’s anybody’s guess!

I reached out to my EVG team to find out what our content experts think is in store for us in 2017. Here’s what they predict will be big in the content marketing world this year.


Localisation

1. Everything will become local.

Brice Bay, CEO, says,

Localisation will become a mainstream component of marketing strategy as opposed to being ‘something that happens to content.’ It’s a fact— different cultures and types of customers require different kinds of resources in order to make a smart decision. We should be thinking of all content as inherently localised, and strategize accordingly.

2. The translation debate will continue.

Matt Chesterton, Project Manager, says,

Look for a slow but sure rekindling of the debate over automated vs human translation, and for the best content localisers to rage against the machines.

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Technology – Video, Live Streaming and Immersive Content

3. Video isn’t going anywhere.

Sara Hinson, Senior Account Manager, says,

Video storytelling is continuing to eclipse written storytelling in marketing. Also, live streaming will continue to pick up popularity on platforms like Snapchat and Facebook Live, and I bet brands are going to hop on board.

4. Immersive technology will help “de-risk” purchases.

Aubrae Wagner, Content Consultant, says,

I predict we’ll see a surge in immersive technology. Obviously this includes VR. As VR evolves, smart brands will, as much as possible, help users feel that they are actually using the product or visiting the location they are selling, giving them as close to a “real” experience as they can get. If they “virtually” use or experience what you are selling, then they will feel they know it so much better and the actual purchase will be “de-risked.’

5. Artificial intelligence is on the rise.

Matt Chesterton, Project Manager, says,

Give it a decade or so and there’s every chance people will look back on 2016 as the year of the great A.I. awakening, when computer Go players started beating humans for fun and Google Translate began to think for itself. I don’t see A.I. trend slowing down in 2017.

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SEO – Pay to Play and Mobile-First Indexing

6. Paid content microtargeting will skyrocket.

Aubrae Wagner, Content Consultant, says,

I think organic will continue to be crowded out with the focus on providing the right content to more niche audience buys on social media platforms. Organic has a part to play, but it seems more “top of funnel” content and the microtargeting EVG is doing is an example of the importance of great content in the area of purchased views.

7. Google will start its mobile-first search approach.

Laura Lee, Account Manager & SEO Specialist, says,

Google is already in the process of switching over to a “mobile-first” indexing approach, looking at a site first from a mobile perspective in order to determine its ranking on both desktop and mobile. If a site isn’t mobile-friendly, Google will look at the desktop content. Sites with responsive design are good to go, but sites that have different content or selective content on their mobile versions vs. desktop versions should be sure that everything important — like structured data and valuable links– is on the mobile version.

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Building Customer Trust is No Longer Optional

8. Customers won’t tolerate untrustworthy content.

Brice Bay, CEO, says,

Brands will recognize that consumers have migrated towards trusted information, not the loudest voices and cleverest slogans. Your customers can see past the hype, and they’re not buying it anymore.

9. Your users’ needs will have to come first. Period.

Kathleen Gossman, Account Manager, says,

It’s a given that if you want to succeed in the 21st century, companies need to provide trustworthy and authoritative content that speaks to the right audience, offers solutions, entertainment or provides answers. Savvy brands understand it isn’t enough to simply post an article once a week blasting a self-serving message. You must deliver what customers want and need— which means scaling content to speak their language.

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So there you have it! From microtargeting to immersive technology, these are the things we think will have the most impact on content marketing in 2017. Do you agree? We’d love to hear your thoughts in the comments.

All the best for a prosperous year from everyone at EnVeritas Group!

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