Content Marketing – What trends we can expect for 2017?
The web industry is fast paced and ever changing. What was a great website last year is already out of date. Websites need constant attention, not only the meta data and URL’s but far superior in the list of priority is ‘content’.
Web content may include: text, images, sounds, videos and animations. Web content isn’t just about creating the prettiest page or most interesting website, it’s about creating a ‘valuable’ user experience.
The web industry is predominately dictated to by search engines. Search engines determine a website ranking based on how that website is perceived. Search engines are so advanced they judge websites.
Search engines use a complex algorithm (a process which involves mathematics) to judge websites.
A search engine algorithm is reported to take over 200 different factors into account. The algorithm is designed by IT professionals, however, the rankings allocated to a website is completely determined by the algorithm and there is no human involvement.
No information surrounding any search engines algorithm is disclosed. All search engines design their individual algorithms around Google’s. Research, time, testing and SEO brilliance will pay dividends in seeing websites remaining high in search engine ranking.
Current trends are seeing web designers producing visual storytelling websites, designed to give users a unique, rich and valued experience.
Website content has seen many changes in 2016 and those ‘in the know’ have concluded that content needs to be created and delivered in ways which offer value to the user. Information on products and services are still important but user experience is of priority. Your customers are coming to your website for the content, users may find your website on a search engine search result.
Create a content marketing strategy
Most businesses fail to have a clear content marketing strategy. Research and fact finding will pay dividends when creating a content marketing strategy. Businesses who have a content marketing strategy and who review this on a regular basis are more successful. Most businesses forget this basic as they are too focused on campaigns. Focus for 2017 should be driving value to the user.
Who are you creating content for?
Who are you creating content for? Why do you want to create content? Will your content have an impact on users?
These are all valid questions which should be asked when creating content. Carry out extensive market research. Emphasis is strong on user experience. Where once keywords were enough to keep a website highly ranked, search engines are now seeking more.
Content itself
Content is key to a successful website.
Great content delivers your products/services in the right way to your customers.
Having clear, relevant, knowledgeable and reliable content delivering the right message and will win search engine recognition and will entice users to your website. The content on your website should engage with your customers offering them value. Search engine algorithms will monitor content and its value.
If you are unable to produce good content consider hiring a professional copywriter/content writer. Small changes to content can have a large impact on search engine results.
Great content, ultimately wins business.
Video and visual
Video and visual are becoming popular both for businesses and personal alike. One example of the power of visual is “Chewbacca Mom”, this video has received over 140 million views on Facebook!! It is the most viewed Facebook Live video of all time. Chewbacca Mon has received over $500,000 of endorsements in 3 months and has become a recognised star overnight. I am not suggesting you don a mask and try selling your product/services but be aware of the power of video and visual. Research is highlighting that ‘users’ are far more likely to engage with and share stories, posts, blogs, if they contain visual presentation, demonstration, image, audio clip or graphic. I attach a link to ‘Chewbacca Mom’ in case you have missed the video.
Snapchat
Snapchat is an image messaging and multimedia mobile application released in 2011. Snapchat is rated as the 3rd most popular social media tool amongst those aged between 18-34. It has surpassed Google+, Twitter, etc. Celebrities are loving Snapchat! Celebrity endorsement is assisting Snapchat in its growing popularity and brand recognition. Victoria Beckham set the internet alight with her famous snapchat image. Whilst it’s yet to make a move into the business sector, its one to keep an eye on especially if your products and services are aimed at the 18-34 population category.
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Facebook will remain at the forefront of social media. There are over 1.71 billion monthly active users worldwide!! No other social media tool offers such a wide and varied audience. In a recent survey 80% of consumers like to link their selves to a brand on Facebook, with a further 46% of consumers researching a product on social media before purchasing. Facebook is unique; it gives financial gain to both big corporations and SMEs, it assists in local marketing as its reaching out to those in your surround and its levels of monthly active users is incomparable. Attached is a link to an article from the Sidney Morning Herald, Small Business section on a business which started from a Facebook post.
Mobile
Ensure your content is mobile friendly. Like Chewbacca Mom, Pokémon Go has been a massive success in 2016, gaining millions of followers since its release in July. How many adults & children have you seen spending their lunchtimes, evenings and weekends chasing virtual creatures? In 1 week Pokémon Go made more than $14 million across all mobile platforms in revenue. Mobile growth has rocketed 400% in the last year. Mobile will only grow in popularity.
Influence marketing
Influence or Influencer marketing is predicted to become a hot for 2017.
Influence(r) marketing is a growing trend. It has originated from a variety of studies and practices. Influence(r) marketing focuses on a select/key/type of group or individuals as to a target market. Influencer marketing is the practice of marketing products/services via those who have a sway over the things others buy
Influence(r) marketing is easily confused with celebrity endorsement. The difference between the two are influence(r) marketing is focused on ‘word of mouth’ advertising i.e. using someone who is trusted by their peers within a sector/social circle, whereas celebrity endorsement is a celebrity attaching their fame to a product/brand. Both will influence a target market but how they influence is very different.
