Content Marketing in 2017

This article is a part of Subsign’s Digital Marketing Game Plan for 2017.

Get the full booklet from here:

With the start of the new year we focus on what is ahead and plan for a successful future. While the ever-shifting digital landscape may render our predictions invalid, it’s still worth analyzing what might be on the horizon as means of trying to understand where we’re at, and where we’re headed, as we plan for the next 12 months.

Content Marketing in 2017

Content marketing is a great promotional tool for businesses and has become one of the most trusted mediums by consumers — in fact, it’s been found to outrank TV and radio ads, billboards and magazine and newspaper ads in terms of trustworthiness.

This is why so many businesses are spending more on content marketing, and this trend looks set to continue for the simple reason that it works.

So, if you’re not using content marketing yet to promote your business, 2017 is the perfect time to start.

Video rules all

Video has exploded in 2016 and the next year presents the perfect opportunity for marketers and businesses to catch up with this trend. But we will talk more about it in the Video Marketing for 2017 chapter.

Other forms of visual content

Although video is extremely popular right now, other forms of visual content are still performing at very high rates. Images, infographics, slide presentations, are all still very popular and can help to drive more engagement and conversions for your business.

Consumers want more than just text only content and search engines are also finding better ways of indexing visual content, which means it can also help with search engine optimization.

Try to use as much visual content as possible on your website, and relevant images within your blog posts, social media, even if you’re not on a visual-only platform like Instagram, visual content will still help you drive more engagement on your updates and clicks on the links you share.

Be courageous and try to create unique visual content for your content marketing strategy, rather than use stock images.

Interactive content

People like to be more involved, and interactive content provides the perfect opportunity for your client or potential prospect to be more active.

As a content marketer, one of the biggest goals is to drive as much as engagement as possible and interactive content — by definition — helps you do that.

Interactive content is also much less used than other forms of content, so it can help you stand out. Interactive content also appeals to users on a different level, since they get to be a part of it as active participants and not just consumers.

You don’t need to come up with interactive content every week though — it’s one of those types of content that you can use more sparsely to grow your engagement and increase your reach from time to time.

Mobile Device Optimization

The number of people using mobile devices to check their social media and for consuming content is growing at a very fast rate. As an example, mobile video plays

have gone up 844% between 2012 in 2015. In fact, between 2014 and 2015 alone, that number grew by 74%.

And it’s not just videos that have grown in popularity on mobile, but all kinds of content. People have their phones and tablets with them everywhere they go, they have Internet and they also have a lot of time that they need to fill up while they’re in transit. They’re looking to consume content, be their provider.

All of this means that marketers need to make sure that their content is properly optimized for all kinds of mobile devices, or else people will simply not bother with checking them out. After all, there’s so much great content available, why should they lose any time on something that they can’t see or read comfortably?

Content marketing is going to be a cut-throat industry in 2017, even more so than this year. Marketers will have to think outside the box in order to stand out from the crowd.

The Time Is Now

For any brand or business that has yet to get serious about a digital marketing strategy, time is of the essence. Chances are, some (or all) of your competition is already deep in the game. To have a seat at the table and be deemed relevant to your audience, this is no longer an option it’s a necessity.

Ignore it at your own risk.

For all the data and recommendations for the new year we recommend you check out the entire Subsign’s Digital Marketing Game Plan for 2017 booklet here:

For any questions, a professional digital audit or strategy feel free to contact us at: |

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