What a time to be alive and in the content marketing industry! It is absolutely exploding in popularity now, and sees no signs of slowing down. With that in mind, I have decided to look to the predictions for trends in the industry this year. Believe me, if content creation is your thing, you need to read this. Let’s go, trend predictions 2017!
Emails have experienced a resurgence in popularity of late. While I am not sure they ever lost their favour, the consensus was that people were digesting information through different mediums. The expert people at Radicati Group are predicting exponential growth in the number of email accounts created by the year 2019. These guys reckon there will be over 5.5 billion accounts in the world by then. With such mind-blowing figures to contend with, it seems apt to start with this; the first big trend of 2017 – Newsletters.
Newsletters are fantastic for so many reasons. You can knock directly on your customer’s virtual door and enter with some marketing treats. You no longer need to rely on good faith that they will visit your website to read your latest news or blog. With newsletters, you can give lots of little tasters to tantalise your customer, and lead them to where they need to be; website, shop, or straight to the online checkout. It is a subtle yet slightly in your face marketing approach and most people welcome it. Newsletters are also incredibly cheap to create, if not in some instances completely free.
I particularly love Mail Chimp as it is very user friendly and cost effective. Like website builders of late, newsletter platforms are generally marketed to the masses; those that are not tech savvy. It is no longer a requirement to be a qualified graphic designer to create something worth sending out. If you are not sending out a newsletter yet, now is the time to start. Believe me, it is going to be the talk of this year.
In the last couple of years, the focus has been around ensuring websites are compatible for mobile devices. This year, mobile friendly will be the primary focal point in web creation, with desktop compatibility coming second. Most people are accessing information from a mobile device, in fact over two thirds. Site capability and performance are resting on the shoulders of mobile friendliness so get cracking on making that website phone ready. Conduct a little test on your site by accessing each page through your phone and rating its usability. Most web development sites make mobile accessibility simple to set up. It’s the veteran sites that are more of a worry; those guys that have been around for a while and have not made many technological advances in the last couple of years.
Engaging on a Deeper Level
Too many content writers are only scratching the surface when they create copy. People are getting fed up with reading the same stuff, so make sure 2017 is the year that you dive deeper into the rabbit hole. Consumers are looking for more depth and marketeers are starting to answer their calls. Content creators will start to become masters in their field, as they strive to separate themselves from the herd.
Blogging and content creation in the past has been for no other purpose than to be on the same playing field as the others that were doing it. This year will see marketeers and business owners create content more strategically and each piece will have a specific purpose. Often that purpose is placing the reader somewhere in the sales funnel.
People are realising that quality far exceeds quantity and this year we will start to see a shift away from content mills. Businesses will enlist the help of expert writers (hey guys, I’m over here!) who care about what they write and who they write for. This allegiance between writer and business owner will forge a more streamlined content foundation, which helps with creating a loyal following. Bye bye one cents a word writers.
I have mentioned these guys time and time again; videos and podcasts. Content is changing constantly and 2017 will continue to see a rise in podcasts and video streaming as alternative methods to content marketing. Unlucky for me, these methods are still incredibly scary and untouched. So, while people will be getting busy with their camera and tape recorder this year, I will be watching YouTube tutorials on how to use said camera and tape recorder.
What do you guys think? What are your hot predictions for content creation this year? Let me know!