Trends in Content Marketing 2017 and Beyond:
Earlier this year I had an opportunity to present at the Internet Marketing Association #Impact16 conference. The topic was to explore the technology trends that will significantly impact the way we market goods and services through content. I looked at the hottest technological trends and I applied them to the process of content marketing. In a series of three articles, I present to you how these select technological trends going to change the content marketing game; Content Creation, Content Distribution, and Content Intelligence or Analytics. In this first of the three articles, I will talk about Trends in Content Marketing 2017 and Beyond: Content Creation.
Role of Content Marketing
Taking content marketing beyond the yardstick of relevance, engaging, and original – role of Content Marketing is to build a stronger brand, cultivate customers, and rise above the noise. In late 2015 early 2016, 136,000 articles or posts were created every hour. That number is expected to grow to 440,000 by 2019. It is expected that there will be 3.52 Billion mobile devices active in 2017. This number will grow to 4.11 Billion by 2019. Marketers must keep up with the always mobile tech-savvy customer with a very short attention span and very little brand loyalty.
Trend in Content Creation
There are three prevailing trends related to content creation.
Its not enough for content to be differentiated, exciting, authentic, and engaging. It has to be first-to-market. The traditional “outline-draft-review-approval-publish” model for content is not scalable.
There are solutions like the ones from Narrative Sciences out of Chicago where they automatically generate unique, variable, engaging and highly accurate content such as business performance reporting, product descriptions, and personalized content, and news. Artificial Intelligence can handle language translations, process massive amount of data such as financial reports, stocks, and baseball statistics and push out consume-able marketing content.
While subject matter expertise for products remains in-house and on-shore, technical aspects of content development, such as the art of story telling on the Internet, link building, SEO, and even content strategy, is going to be handled by external agencies and subject matter experts.
This is not a new concept. However, demand for scale and speed will result in companies adopting unified software platforms such as BazaarVoice, ShopSocially, and Social Annex. These solutions will become more popular for authenticated, real-time or moderated User Generated (user-verified) Content (testimonials, social Q&A, ratings and reviews, Visual Galleries, influencer marketing). More and more content will get Re-purposed / up-cycled / revived.
What Informs Content Creation?
Some aspect of content is going to take over 90% of a marketers time. The rise of the marketing data scientist: There will be increased use of big data or data science in marketing – not only performance of marketing programs but essentially informing what to write about. Understanding of the target market, customer behavior, consumption analytics, calls to action are all going to be informed solely based on hard core data.
I will not be surprised to see positions such as Chief Content Officer in the near future. Marketing Data Science will forever change the way we market and advertise our goods and services.
The second article in the series of three articles: Trends in Content Marketing 2017 and beyond: Content Delivery