The new year is here, and top marketing specialists and entrepreneurs are releasing their predictions for 2017. These predictions attempt to answer the burning question: how do you ensure your content remains not only memorable, but relevant in our ever-shifting digital world?
A few experts weigh in below.
Creative writing skills will beat out SEO tricks in 2017
“Sub-headers, copy, and voice will keep people on the page longer, and this is what it’s all about. The Internet might have killed the newspaper star, but it will also resurrect him.” —Eric Samson, CEO of digital marketing agency, business.com
It isn’t enough to simply gather traffic to your website. You want visitors to stay, captivated by your content and deliverance—so much so that they’ll return. Technical SEO practices that may have once carried the weight of online traffic now cannot rival a site’s content quality in improving its ranking in Google’s algorithm.
Organic social traffic gets harder to attain
“Earning attention in a digital world was straightforward at first. You earned it by growing ‘likes’ on Facebook and followers on Twitter… [Now] they are starting to make you invisible unless you pull out the credit card.” —Jeff Bullas, named No. 1 Global “Digital Marketing Influencer” in 2016, jeffbullas.com
From simply collecting ‘likes’ to now handing over credit card digits, mastering social media marketing will continue to get tricky—and much more expensive in 2017. That isn’t to say the investment isn’t worth, it, however, as social media usage continues to grow faster than ever before.
Dump the clickbait
“You can easily engage millions of people with clickbait content, but it’s really hard to then make people stay there for any length of time.” —Julian Linley, Digital Spy Editor-In-Chief, marketingweek.com
2016 marks a shift in mindset referred to by some as the beginning of a “post-truth” era, a term signifying the growing distaste consumers have, especially those in the millennial age group, for false advertising and article titles aiming to suck them in for cheap, quick engagement. For marketers, this means paying attention to the number of shares your content receives rather than clicks. It means focusing on customer loyalty in the long run vs. immediate attention that will be dropped a few seconds later.
Content automation will become a big deal
“As the necessary technology is now firmly in place, marketers will look to use artificial intelligence products to automate the creation, publishing, and management of content like never before.” —Robert Rose, Chief Strategy Officer, contentmarketinginstitute.com
The idea of robots replacing human labor finds less laughter in the marketing world. Automotive content tools will be utilized in 2017 more than any previous year, especially by more daring, innovative marketers. The new challenge is training your team to learn and master these digital tools.
Mobile email trumps desktop
“Mobile email will account for 15% to 70% of email opens, depending on your target audience, product and email type.” (The ultimate mobile email stats ) —Jordie van Rijn, Specialist Email Marketing Consulatant, emailmonday.com
Email on mobile has seen significant rise within the past five years, with some marketing giants boasting a staggering growth from 21% in 2012 to 68% by 2016. Data predicts even greater surge in 2017 as mobile moves to dominate desktop usage.
Video marketing will continue growing
“Although video content isn’t new, it’s certainly growing, and will to continue to expand in 2017 and beyond.” —Lilach Bullock, Social Media Expert, socialmediatoday.com
It should come as no surprise that video will be a hot tool used in digital marketing this year. We’ve already seen 2016 awaken to its significance after Facebook prioritized live videos in its news feed, then boasted of its users watching live video 3x more than regular video. If your brand doesn’t have a YouTube channel at this point, you’re sorely missing out. There are even predictions that 74% of all Internet traffic in 2017 will be video.
Consider these six predictions and decide which ones your brand has yet to explore. Although 2017 promises to be a challenging year for marketing, it also sings of the promise of great rewards. Cheers to the new year, and be sure to join the Utah Chapter of the American Marketing Association to keep learning about all the latest trends in the world of marketing!