5 Progressive Ways to Reshape Your Content Marketing Strategy in 2017
Content marketing is a fluid field that requires brands to constantly tune into evolving trends and shifting landscapes. And while the industry is changing on a day-to-day basis, it's much easier to organize these changes by calendar year. With that being said, here are some of the things you can expect to see in 2017, and some ways you can reshape your strategy.
1. Emphasize Interactive Content
Interactive content comes in a variety of forms - including polls and quizzes, hands-on infographics, and pricing tools - and is revered for its ability to involve users in the experience.
"By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios," marketer Scott Brinker notes. "It's a great way to capture attention right from the start. Individuals have to think and respond; they can't just snooze through it."
While interactive content has been heavily discussed over the past 18 months, 2017 is the year that marketers will really start to see massive returns on their investment. If you've yet to allocate a portion of your content marketing budget to interactive content, now's the time.
2. Protect Your Brand's Image
Content marketing is a powerful resource that can be used to positively influence your brand's image. However, the opposite is also true. When used incorrectly, content can water down your image and damage your brand's reputation.
This is why forward-thinking brands are planning on restructuring their approach to content marketing, starting in 2017. Out with low-quality content that's irrelevant and in with high-quality content that engages.
One specific area where we're seeing changes is in native content recommendations. Instead of just providing your readers with a bunch of content recommendations, you should work on providing readers with a few relevant content recommendations.
Thankfully, you don't have to handle this on your own. There are a variety of tools that can help you in this area. One such tool is Revcontent. As CEO John Lemp explains, "Using our image recognition and learning, publishers have the ability to automatically block content and not set it multiple times; they can set it once and forget." In other words, you can ensure only certain types of content are being delivered to your audience.
3. Ditch Those Clickbait Headlines
"We've heard from people that they specifically want to s