7 content marketing trends that matter in 2017

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Page 1: 7 Content Marketing Trends That Matter in 2017

5fccf5

Top 7 Content Marketing Trends that Matter

in 2017

Page 2: 7 Content Marketing Trends That Matter in 2017

Being great at content marketing was harder to do in 2016 than ever before. That’s because there’s more content in more places, with more topics and more faces.

And that trend isn’t going to stop in 2017 — it’s only going to multiply. The key is going to be understanding how to take a more nuanced, informed approach, so your content works smarter and harder.

We want to help you do just that, so we’ve compiled a guide of the top 7 trends that matter most in 2017.

Hope you enjoy!

Page 3: 7 Content Marketing Trends That Matter in 2017

Mapping customer micro-moments1

2017

Photo credit: Cristian Ungureanu

Page 4: 7 Content Marketing Trends That Matter in 2017

Traditional marketing funnels are going the way

of the dinosaur☒

Page 5: 7 Content Marketing Trends That Matter in 2017

That’s because customer experiences aren’t measured in pieces of a funnel

Awareness

In-store buying experience moments

Conversion

Retention

Page 6: 7 Content Marketing Trends That Matter in 2017

Customer experiences are created in micro-moments

Visits store

In-store buying experience moments

Visits competitor retail website

Looks up reviews on Amazon

Compares prices on phone

Cashier won’t price match

Waits in line at store, browses

phone

Sees content for online price matching

Gets retargeted by competitor

Complaints on social are ignored

Page 7: 7 Content Marketing Trends That Matter in 2017

What is a micro-moment??An intent-rich moment when a person turns to a

device to act on a need—to know, go, do or buy.Credit: Think with Google

Page 8: 7 Content Marketing Trends That Matter in 2017

To understand how to reach customers in the right place, at

the right time,

brands need to map users’ micro-moments,

from start to finish.

Page 9: 7 Content Marketing Trends That Matter in 2017

Start by plotting every interaction on their path and their happiness level at each stepStart by plotting every interaction on their path and their happiness level at each step

Visits store

In-store buying experience moments

Visits competitor retail website

Looks up reviews on Amazon Waits in line

at store, browses phone

Sees content for online price matching

Compares prices on phone

Cashier won’t price match

😃 𐀌𐀧𐀻𐀾𐁎𐁏𐁞𐁟𐁠𐁡𐁢𐁣𐁤𐁥𐁦𐁧𐁨𐁩𐁪𐁫𐁬𐁭𐁮𐁯𐁰𐁱𐁲𐁳𐁴𐁵𐁶𐁷𐁸𐁹𐁺𐁻𐁼𐁽𐁾𐁿𐃻𐃼𐃽𐃾𐃿𐄃𐄄𐄅𐄆𐄴𐄵𐄶𐆋𐆌𐆍𐆎𐆏𐆜𐆝𐆞𐆟𐆠𐆡𐆢𐆣𐆤𐆥𐆦𐆧𐆨𐆩𐆪𐆫𐆬𐆭𐆮𐆯𐆰𐆱𐆲𐆳𐆴𐆵𐆶𐆷𐆸𐆹𐆺𐆻𐆼𐆽𐆾𐆿𐇀𐇁𐇂𐇃𐇄𐇅𐇆𐇇𐇈𐇉𐇊𐇋𐇌𐇍𐇎𐇏𐇾𐇿𐈀𐈁𐈂𐈃𐈄𐈅𐈆𐈇𐈈𐈉𐈊𐈋𐈌𐈍𐈎𐈏𐈐

😡😐

𐀌𐀧𐀻𐀾𐁎𐁏𐁞𐁟𐁠𐁡𐁢𐁣𐁤𐁥𐁦𐁧𐁨𐁩𐁪𐁫𐁬𐁭𐁮𐁯𐁰𐁱𐁲𐁳𐁴𐁵𐁶𐁷𐁸𐁹𐁺𐁻𐁼𐁽𐁾𐁿𐃻𐃼𐃽𐃾𐃿𐄃𐄄𐄅𐄆𐄴𐄵𐄶𐆋𐆌𐆍𐆎𐆏𐆜𐆝𐆞𐆟𐆠𐆡𐆢𐆣𐆤𐆥𐆦𐆧𐆨𐆩𐆪𐆫𐆬𐆭𐆮𐆯𐆰𐆱𐆲𐆳𐆴𐆵𐆶𐆷𐆸𐆹𐆺𐆻𐆼𐆽𐆾𐆿𐇀𐇁𐇂𐇃𐇄𐇅𐇆𐇇𐇈𐇉𐇊𐇋𐇌𐇍𐇎𐇏𐇾𐇿𐈀𐈁𐈂𐈃𐈄𐈅𐈆𐈇𐈈𐈉𐈊𐈋𐈌𐈍𐈎𐈏𐈐😃

𐀌𐀧𐀻𐀾𐁎𐁏𐁞𐁟𐁠𐁡𐁢𐁣𐁤𐁥𐁦𐁧𐁨𐁩𐁪𐁫𐁬𐁭𐁮𐁯𐁰𐁱𐁲𐁳𐁴𐁵𐁶𐁷𐁸𐁹𐁺𐁻𐁼𐁽𐁾𐁿𐃻𐃼𐃽𐃾𐃿𐄃𐄄𐄅𐄆𐄴𐄵𐄶𐆋𐆌𐆍𐆎𐆏𐆜𐆝𐆞𐆟𐆠𐆡𐆢𐆣𐆤𐆥𐆦𐆧𐆨𐆩𐆪𐆫𐆬𐆭𐆮𐆯𐆰𐆱𐆲𐆳𐆴𐆵𐆶𐆷𐆸𐆹𐆺𐆻𐆼𐆽𐆾𐆿𐇀𐇁𐇂𐇃𐇄𐇅𐇆𐇇𐇈𐇉𐇊𐇋𐇌𐇍𐇎𐇏𐇾𐇿𐈀𐈁𐈂𐈃𐈄𐈅𐈆𐈇𐈈𐈉𐈊𐈋𐈌𐈍𐈎𐈏𐈐𐀌𐀧𐀻𐀾𐁎𐁏𐁞𐁟𐁠𐁡𐁢𐁣𐁤𐁥𐁦𐁧𐁨𐁩𐁪𐁫𐁬𐁭𐁮𐁯𐁰𐁱𐁲𐁳𐁴𐁵𐁶𐁷𐁸𐁹𐁺𐁻𐁼𐁽𐁾𐁿𐃻𐃼𐃽𐃾𐃿𐄃𐄄𐄅𐄆𐄴𐄵𐄶𐆋𐆌𐆍𐆎𐆏𐆜𐆝𐆞𐆟𐆠𐆡𐆢𐆣𐆤𐆥𐆦𐆧𐆨𐆩𐆪𐆫𐆬𐆭𐆮𐆯𐆰𐆱𐆲𐆳𐆴𐆵𐆶𐆷𐆸𐆹𐆺𐆻𐆼𐆽𐆾𐆿𐇀𐇁𐇂𐇃𐇄𐇅𐇆𐇇𐇈𐇉𐇊𐇋𐇌𐇍𐇎𐇏𐇾𐇿𐈀𐈁𐈂𐈃𐈄𐈅𐈆𐈇𐈈𐈉𐈊𐈋𐈌𐈍𐈎𐈏𐈐

Gets retargeted by competitor

Complaints on social are ignored

😐

DON’T DO THIS

Page 10: 7 Content Marketing Trends That Matter in 2017

Determine what content was most useful to them in making a decisionDetermine what content was most useful to them in making a decision

Visits store

In-store buying experience moments

Visits competitor retail website

Looks up reviews on Amazon

Compares prices on phone

Cashier won’t price match

Product page

Ratings & reviews

Comparison blog

Other user complaints

Waits in line at store, browses

phone

Sees content for online price matching

Gets retargeted by competitor

Complaints on social are ignored

Page 11: 7 Content Marketing Trends That Matter in 2017

Understand what content could have been more useful to themUnderstand what content could have been more useful to them

Visits store

In-store buying experience moments

Visits competitor retail website

Looks up reviews on Amazon

Compares prices on phone

Cashier won’t price match

Customer serviceresponse

Better product information

Clear pricematching policy

Retargeting paid ad

Waits in line at store, browses

phone

Sees content for online price matching

Gets retargeted by competitor

Complaints on social are ignored

Clarify price matching

Page 12: 7 Content Marketing Trends That Matter in 2017

Analyze how multiple, different channels work together to support your customersAnalyze how multiple, different channels work together to support your customers

Visits store

Customer journey map example: purchasing a product in-store

Visits competitor retail website

Looks up reviews on Amazon

Compares prices on phone

Cashier won’t price match

Gets retargeted by competitor

Complaints on social are ignored

website

Waits in line at store, browses

phone

Sees content for online price matching

website

website

in person

social/website

website

social

paid media

in person

Page 13: 7 Content Marketing Trends That Matter in 2017

Once you map your customers’ micro-moments, you can deliver truly

helpful content — the very moment your customers need it.

Page 14: 7 Content Marketing Trends That Matter in 2017

Need help mapping your customers’

micro-moments??We can help.

[email protected]

Page 15: 7 Content Marketing Trends That Matter in 2017

Creating content for current customers2

2017

Page 16: 7 Content Marketing Trends That Matter in 2017

40%40% of existing B2B businesscomes from existing customers

2%2% of budgets are allocatedto keeping those customers

yet only

Page 17: 7 Content Marketing Trends That Matter in 2017

5new shoppers

Retailers must bring in 5new

shoppers

to equal one repeat purchaser

Page 18: 7 Content Marketing Trends That Matter in 2017

“Creating content only for acquisition

is crazy.”

Page 19: 7 Content Marketing Trends That Matter in 2017

1/3 of complaints are NEVER answered, most of them

in social media.

Customer service is treated as a necessary evil, but that’s when content for customer

retention becomes critical

Page 20: 7 Content Marketing Trends That Matter in 2017

You should answer

Every Complaint,in Every Channel,

Every Time

Page 21: 7 Content Marketing Trends That Matter in 2017

Social platforms are even catching on to in-channel

customer service.

Facebook users can now chat with brands directly through

Messenger.

Page 22: 7 Content Marketing Trends That Matter in 2017

However, many don’t use private contact

methods for customer service !

Thanks to social media, customer service has become a spectator sport

Page 23: 7 Content Marketing Trends That Matter in 2017

5

expect a reply in

complain in social media40%40%

6060minutes.

The average response time from businesses is

5 hours!

of customers who

Page 24: 7 Content Marketing Trends That Matter in 2017

!And all of it has a financial

impact on acquisition

and retention

In order to know what

works, you have to test content$

Page 25: 7 Content Marketing Trends That Matter in 2017

that retains,that retains,not just attracts.

Create content

Every content marketer in 2017

Create content

should be listening to their customers and creating

retention-focused content.

not just attracts.

Page 26: 7 Content Marketing Trends That Matter in 2017

We think it’s so critical,

we created a course for it

50+ Videos 8 Modules

Learn exactly how to IMPROVE customer retention, BOOST profits

and turn customers into VOLUNTEER marketers.

It’s one click away!

KEEPYOURCUSTOMERSCOURSE.COM

Page 27: 7 Content Marketing Trends That Matter in 2017

On-the-fly content creation3

2017

Photo credit: Jason Howie

Page 28: 7 Content Marketing Trends That Matter in 2017

Buzzfeed Tasty has filmed and posted dozens of recipe how-

to videos

Each with thousands or millions of views

In the time it takes to film one traditional :30 commercial…

Page 29: 7 Content Marketing Trends That Matter in 2017

With real-time marketing, time is a luxury we can’t afford.

That means branded content can no longer be crafted to

glossy advertising perfection.

Page 30: 7 Content Marketing Trends That Matter in 2017

But just remember…Creating

content quickly

≠ Creating

content poorly

Page 31: 7 Content Marketing Trends That Matter in 2017

Social platforms have made it easier to adapt, by building

in-app storytelling and editing capabilities

Native slideshows, videos,text overlays, music, filters and more

Page 32: 7 Content Marketing Trends That Matter in 2017

Some mobile devices are also faster and can even outperform

professional cameras

“If you're a hardcore photographer, go for the iPhone 7 Plus.” - CNET

Page 33: 7 Content Marketing Trends That Matter in 2017

Specially made mobile device accessories are cheaper and more accessible to today’s

modern marketers

Tripods + mobile camera lenses + editing apps

= amazing content

Page 34: 7 Content Marketing Trends That Matter in 2017

Now, all marketers need to create high-quality, on-the-fly

content is a mobile device (or two) and some know-how

📱

Page 35: 7 Content Marketing Trends That Matter in 2017

Brands move from fiction to non-fiction4

2017

Photo credit: Rupa Panda

Page 36: 7 Content Marketing Trends That Matter in 2017

Businesses are obsessed with storytelling. Even we talk about it all the time.

podcast

Listen to the latest episode online!

Page 37: 7 Content Marketing Trends That Matter in 2017

But the pendulum is swinging the

other way, and fast !

Storytelling will make a shift to nonfiction, whether brands like it or not

Page 38: 7 Content Marketing Trends That Matter in 2017

Unfortunately, some brand stories are just that…

Polished

Page 39: 7 Content Marketing Trends That Matter in 2017

…works of fiction

Real

Page 40: 7 Content Marketing Trends That Matter in 2017

They don’t want to be sold to. They want to buy in on their own.

Consumers are getting savvier about spotting

marketing wolves in sheep’s clothing

Page 41: 7 Content Marketing Trends That Matter in 2017

Now that live video is becoming the

new social media standard,

brands need to embrace unfiltered, documentary-style

communication… warts and all.

Page 42: 7 Content Marketing Trends That Matter in 2017

Even Southwest’s COO recently issued a real, newsroom-style apology via

Facebook Live

Page 43: 7 Content Marketing Trends That Matter in 2017

2017 will be the year we find out what happens when brands

stop being polished, and start getting real

Need help moving your brand to nonfiction?

We’ve got you covered

[email protected]

?

Page 44: 7 Content Marketing Trends That Matter in 2017

Content testing52017

Page 45: 7 Content Marketing Trends That Matter in 2017

"If you’re not ‘all in’ with your content marketing program, you should stop.”

- Joe PulizziContent Marketing World 2016

Page 46: 7 Content Marketing Trends That Matter in 2017

What exactly does that mean??

Page 47: 7 Content Marketing Trends That Matter in 2017

"Slow the *&%^$ down and do your content marketing right — or don’t do it at all.”

- Ann Handley

Page 48: 7 Content Marketing Trends That Matter in 2017

After the latest Content Marketing Institute survey results, it’s easy to see why this

mandate was given

Page 49: 7 Content Marketing Trends That Matter in 2017

89% of marketers are using content

marketing !But only

19% think current efforts are very successful

Page 50: 7 Content Marketing Trends That Matter in 2017

62%say their efforts are more effective than

last year !41% have clarity on content

marketing success

But only

Page 51: 7 Content Marketing Trends That Matter in 2017

41% say they are very committed to content marketing

But only

37% have a documented content marketing

strategy

!

Page 52: 7 Content Marketing Trends That Matter in 2017

!In order to go “all in,”

you have to know what

works

In order to know what

works, you have to test content?

Page 53: 7 Content Marketing Trends That Matter in 2017

!In order to go “all in,”

you have to know what

works

In order to know what

works, you have to test content✓

Page 54: 7 Content Marketing Trends That Matter in 2017

-20%

more conversions

+50%+50%

-20%paid

spend

Testing helps everyone slow down and

see what’s working

A/B Testing

Multivariate Test

Examples only. Not actual results.

Page 55: 7 Content Marketing Trends That Matter in 2017

Back up your decisions with content testing, they you can choose to go big, or get out.

0

17.5

35

52.5

70

0

15

30

45

60

Test 1 Test 2 Test 3 Test 4

Get out!

Go big!

Page 56: 7 Content Marketing Trends That Matter in 2017

Augmented reality and virtual reality6

2017

Photo credit: OyundariZorigtbaatar

Page 57: 7 Content Marketing Trends That Matter in 2017

Pokemon Go was one of the biggest successes of 2016

Biggest mobile game in US history

Surpassed Twitter for daily active users

Higher engagement time than Facebook

in US history

daily active users

than Facebook

Source: Techcrunch

Page 58: 7 Content Marketing Trends That Matter in 2017

Part of its success was the use of

augmented reality, which overlays

digital information onto our physical

environment

https://www.nianticlabs.com

Page 59: 7 Content Marketing Trends That Matter in 2017

But it wasn't the first to embrace

augmented reality

Pokemon Go may have be a cultural phenomenon…

Page 60: 7 Content Marketing Trends That Matter in 2017

Snapchat’s now-famous filters use

augmented reality to enhance the simple selfie

Page 61: 7 Content Marketing Trends That Matter in 2017

In 2009, Yelp Monocle layered digital reviews onto

physical streets

Photo credit: David Berkowitz

Page 62: 7 Content Marketing Trends That Matter in 2017

!For most brands, augmented reality will most likely be a

longer-term initiative

However, early adopters will use 2017 as their testing playground

Page 63: 7 Content Marketing Trends That Matter in 2017

Testing smart windshields

and displays

Testing virtual Modiface

mirrors in some stores

Page 64: 7 Content Marketing Trends That Matter in 2017

Augmented reality won’t work for every brand…

… but those who use it in meaningful ways will be able

to break new customer engagement ground

Page 65: 7 Content Marketing Trends That Matter in 2017

Goodbye, specialist. Hello, generalist.7

2017

Page 66: 7 Content Marketing Trends That Matter in 2017

Historically, marketers defined themselves by their specialty

I’m an email marketer.

I’m an SEO strategist.

I’m a social media specialist.

Page 67: 7 Content Marketing Trends That Matter in 2017

Defining ourselves by siloed, vertical titles has led to siloed, vertical work

I’m an email marketer, but I

don’t code.

I’m an SEO strategist, but I don’t create content.

I’m a social media specialist, but I don’t

design.

Page 68: 7 Content Marketing Trends That Matter in 2017

It's time to say goodbye to the specialist, and hello to the generalist

Hello! I do a little bit of everything.

Page 69: 7 Content Marketing Trends That Matter in 2017

That’s because technology has leveled the playing field

Investment in and access to new tools has enhanced

marketers’ skills.

In addition, platforms have made it easier for users of all

skill levels and abilities.

Page 70: 7 Content Marketing Trends That Matter in 2017

In 2017, the best marketers will know just enough outside their specialty to

be dangerousI’m an

email marketer, AND I know HTML.

I’m an SEO strategist, AND

I help create branded content.

I’m a social media specialist, AND I know photoshop.

Page 71: 7 Content Marketing Trends That Matter in 2017

Soon, it will be acceptable to simply say: “I am a marketer”

I am a marketer.I am a marketer. I am a marketer.

Page 72: 7 Content Marketing Trends That Matter in 2017

Before you throw out the org chart and do away with titles, just know:

Every single member of your team should be on board with

becoming a generalist

Finding the right team members will require hiring for outlook as much as hiring for

skills.