Every good business knows that their success almost always relies on the quality of their marketing strategies. As shown in the chart below, most marketers have a marketing strategy, whether it is documented or not. 40{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of organizations have a marketing strategy that is documented:

1. 34{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} have one, but they have not documented
2. 23{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} do not have a marketing strategy in place but plan to have one in the next year
3. Only 3{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} do not have a strategy for marketing in place and have no plans to implement one

The five content marketing strategies currently defining 2017 are social media, the use of the mobile website, content diversity, using research/data, and email. There is more information about each of these topics in the sections below.

Social Media

There are many different types of advertising. Paid advertisements and Social media are right at the top of the list for various tactics used to distribute content, as shown in the chart below.

The reason that social media is the number one way to distribute content is that people put more faith into the words of their family and friends than they do into any other source of information.  Social media sites, such as Facebook, have quickly become the primary form of “word-of-mouth” advertising. Individuals not only like and share things on their Social Media accounts; but in today’s world, Social Media is used by many as their primary form of communication.

Diversified Content

Businesses utilize marketing strategies to be successful. It is important to ensure that you are engaging your users. Most businesses have a diversified client group. 

The reason that your 2017 marketing strategy should include diversified content is that individuals are diverse. The same type of content for your marketing strategy does not apply to everyone in the world. It takes different content to engage and entertain diverse populations.

The more diverse the type of content for your marketing strategy, the more is the likelihood for successful strategies in 2017.

Mobile Sites

The world is going mobile. It is a fact that every business is going to need to come to terms with if they want to succeed. Individuals like to have information available to them while they are on the go.

When information isn’t easy to pull up, individuals tend to look elsewhere. For this reason, it is critical that a mobile websiteis part of your 2017 marketing strategy. This is one of the most efficient ways to promote your site.

The following chart shows the percentage of B2B marketing executives in the world that find a mobile website is critical to your marketing efforts.

Email

The days of randomly calling consumers are over. Thanks to social media, businesses now have a harder time controlling their reputation. The good news is that we live in a technological world.

The reason that this is good news is that email is making a comeback. It is important that marketing efforts include email to distribute content. More and more individuals are using and checking their email every day.

Email is also a good way for you to follow consumer trends and use it to your advantage. You can send out newsletters to engage your target audience. Emails can significantly assist in ensuring you have developed successful marketing strategies in 2017.

Research/Data

Another important element that should be included in your 2017 marketing efforts is research and data. Individuals do not want a lot of fluff in articles. They want articles that include some investigation and data. They want to know that you know what you are talking about.

The chart below shows the importance of different types of content to use on your website.

Your marketing efforts should make sure that you are doing active research on your client population and using data to your advantage. Research and data mean more than just incorporating it into the type of content for your marketing strategy. You want to ensure that your 2017 marketing strategy includes using consumer data to your advantage.

This means that you need to research what is and is not working for your 2017 marketing strategy and adjust accordingly. You need to pay attention to the trends and patterns of your target population. This is one of the main elements required for marketing strategies to be successful.

Wrapping it Up

Your marketing strategy can make or break your company. It is important that your strategy for marketing is individualized and diverse at the same time. You want to make sure that you are using the most efficient ways to distribute content.

Your 2017 marketing strategy should be used to promote your website. Promoting your site helps promote your business. Your marketing efforts should be as diverse as your content for your marketing strategies to be successful.

There is more than one type of content for your marketing strategy. Your 2017 marketing efforts need to include diverse content. Successful strategies in 2017 are aimed at engaging and entertaining target audiences to promote loyalty in consumers and growth for the business.

LSI Keywords:

1. Marketing Strategy
2. Strategy for marketing
3. distribute content
4. 2017 marketing strategy
5. Promote your website
6. Marketing Efforts
7. Marketing strategies to be successful
8. Type of content for your marketing strategy
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10. Successful strategies in 2017

References:

http://www.business2community.com/content-marketing/2017-top-5-content-marketing-trends-01758847#Y4G2yXV6PIOjuA6C.97

http://contentmarketinginstitute.com/2016/12/content-marketing-trends-watch/

https://marketinginsidergroup.com/content-marketing/5-trends-will-shape-content-marketing-2017/

http://www.convinceandconvert.com/content-marketing/content-marketing-predictions-for-2017/

https://www.brandwatch.com/blog/content-marketing-trends-2017/

http://www.pr2020.com/blog/influencer-roundup-top-5-content-marketing-trends-for-2017

What We’ll See and How We’ll See It as Marketing Matures

From the Lightning Rod to Today

In 1732 Benjamin Franklin started printing and distributing “Poor Richard’s Almanack” to promote his written business. That was one of the United States’ first and best examples of content marketing, used by one of the ultimate innovators and inventors we’ve ever seen. 

Just as he invented the lightning rod to attract lightning (by the way, he never applied for a patent for any of his inventions), he used his publication to attract buyers. Over the years, content marketing has grown to become a staple for businesses intent on connecting with consumers.

Franklin would nod approvingly at the increased scope of intricate consumer outreach employed now. He loved a good story – as do we all. The best content marketing tells that good story and adds bells and whistles to enhance its message.

Franklin had an audience generously estimated at 700,000 (man, woman, and child) to play to back in the day. Facebook itself today has 1.13 billion daily active users. The numbers have skyrocketed and the techniques refined over the years as technology blossomed.

Today’s Storytellers

Companies have found that the best way for people to become hooked on its products is to have a long-term narrative. Keep them coming back for more. The modern attention span is short, so it is imperative to draw the consumer in and for them to want to hang out for a while.

Many methods have been employed with success. 2017 will see further refinement with something old making a comeback, as well as fresh spins on established practices. Here are 5 Content Marketing Strategies which will shape and define 2017:

1. Email – You have Mail!

It’s been done before, right? But it’s making its comeback. Companies already have your data – and they want to make something out of it. Now they’re making their emails relevant by using that info to inform you of things you want to know instead of mindless spam. 

The average click-through rate for emails is roughly 25{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616}. Different factors increase that rate.

• Emails that use the consumer’s first name in the subject line have a higher rate.
• Emails that say “Thank You” in the subject line have the highest above-average level of engagement.
• 64{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of people prefer text-rich emails
• 86{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of consumers welcome monthly promo emails from companies they already do business with.

With email users expected to top the 3 Million mark by 2020, that’s a lot of bang for the buck.  Already, 75{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of companies have concluded that email offers “good to excellent” Return On Investment (ROI)

2.Video – Lights, Cameras, Action!

Consumers want information, but they also want entertainment. Videos are an excellent way to accomplish both. Experts have provided several facts about visual impact:

• 98{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of info transmitted to the human brain is visual.
• Visuals are processed at a rate 60,000 times faster than text.
• Visuals stay in the long-term memory for a longer period.
• Visuals cause a stronger emotional response than text and can be more meaningful to the viewer.

If you want your story (and product) to be more impactful and memorable to your audience, a video is your way to go. The big guy (Facebook) is featuring more video sharing and videos are easier to produce than ever. Ride the wave!

3. Mobile – With You Wherever You May Go

More and more people are making purchases on a mobile device. Make it easier for them. How are we more into mobile? Let me count the ways:

• Tablet or smartphone access over 66{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of emails.
• 95{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of smartphone users use their device to look up local businesses to call or visit.
• Over 2 Billion mobile users will make a commerce transaction by the end of 2017.
• It’s projected that by the end of 2018, 27{ed162fdde9fdc472551df9f31f04601345edf7e4eff6ea93114402690d8fa616} of e-commerce sales will take place on a mobile device.

To make use of the trend, make the process easier – apps, fewer clicks, buyer information carried over from platform to platform.  Create an entertaining and welcoming virtual environment for your customers.

4. Authenticity Over Celebrity – Trust Over Popularity

Celebrity endorsements are a dime a dozen. It’s either their product or they’re being remunerated. The message might be entertaining, but can you take it to the bank?

Enter the influence marketers. Their word might not be gold, but it will have enough gold-like characteristics to sway. Whether it’s a leader in their field or someone giving an honest review, their word goes a longer way with the consumer.

Experts giving a video review on their blog or podcast can be the deciding factor for many potential buyers. They want facts to cement their decision. How many times have we heard the hype and then heard the consumer reviews and got a different story? That’s what we’re looking for, a real story – and enough true stories and we listen.

5. Diversify Content – Hit Them on All Fronts

If the video doesn’t get them, maybe the galleries, podcasts, or infographics will. Everyone has different tastes – and different things catch different peoples’ eyes. Hit them on all fronts, and something will click and draw them in. Even if it’s mostly the same information, the delivery mechanism makes it a different animal.

Different content can also apply to effectiveness on various platforms. Tailoring towards a video presentation will, of course, be more suitable to Facebook and YouTube than Pinterest or Twitter. Flashy images with brand placement are right up Facebook and Pinterest’s alley.  Hit the consumer where they live and where they browse.

• Facebook – 1.9 Billion unique monthly users
• YouTube – 1 Billion unique monthly users
• Twitter – 317 Million unique monthly users
• Pinterest – 317 Million unique monthly users
• LinkedIn – 106 Million unique monthly users                                                              

Different demographics using various sites – adapt and diversify your message to take the advantage of all your audiences.

Tomorrow’s Winners Use Help Today

You know the trends, but how do you take advantage of them? Spike Native Network at spike.com.au is the Content Recommendation Platform for business pros.

If it’s worth doing, it’s worth doing right. Get your campaign underway today with Spike and find yourself in the Winner’s Circle tomorrow.

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