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December 5, 2016

4 Content Marketing Trends for Business Owners in 2017

As we approach 2017, it’s interesting to think about where we’re headed in the coming year when it comes to marketing our business.

All business owners want to stay on top of their game by being prepared for what’s ahead but in today’s fast-changing world, what does that look like?

Below are some content marketing trends you’ll want to prepare for when marketing your business in the coming year:

1. Incorporate More Social Media Graphics, Infographics, Visuals and Videos. Since your followers are 80 percent more likely to read your content if you use coloured visuals, this area needs to be built up more across your social media channels.

The popularity of visual content will only increase, so you must be prepared. Using Facebook Live is still a hot commodity so be sure to dive into that opportunity too.

2. Build a Team. Sixty percent of marketers in one survey said content creation was their biggest challenge last year.

To overcome this obstacle, get a team of people to help make content development and publishing easy. This includes having a good writer and social media specialist.

3. Tap Into Influencers. Ninety percent of consumers trust peer recommendations whereas only 33 percent trust ads.

Consumers have begun to tune out traditional ads and increasingly connect to their social networks to guide their buying decisions. That’s why connecting with influencers is so important.

What is an influencer?

“Influencers are people with significant networks (followers, readers, etc.) who can speak to a broad range of products and services with the ability to sway opinions in their favor.” — Jess Estrada.

Identify influencers to reach out to in your industry. Follow them on social media and see where you can strike up a conversation.

4. Drive Content Marketing Leads into a Funnel. High value content is one thing, but if you don’t build in a strategy that continues building rapport with prospects in the right way, you are leaving money on the table.

Content marketing is a highly effective way to segment your audience and send them targeted follow-ups and offers, instead of adding them to your main e-mail list.

Creating an Effective Content Marketing Plan for 2017

One of the biggest mistakes I have seen businesses make is they jump into content marketing without a strategy. While trying to appeal to their target market, they slap together a couple of eBooks and free offerings and hope it will be enough to drive sales.

The first step to making content marketing really work for you is to have a solid, smart content marketing plan in place.

Make sure you outline the following essentials in your content marketing plan:

• Understand Who You Are Marketing to. Before starting any kind of marketing strategy, it’s vital you understand who your ideal target market is. There’s no point in investing your time and money into marketing when you don’t have a clear understanding of who you want to buy from you.

• A Comprehensive Review of Past Efforts. Review your past content marketing efforts and results from 2016. This helps you to see what was most effective, what wasn’t, and develop a plan to improve for next year.

• Set Goals and Benchmarks to Determine Future Campaign Success. Having a clear understanding of what you want to accomplish and what that will look like is important.

Do you want to develop awareness? Are you working to build brand loyalty? Are you educating prospects? Want to increase engagement with your tribe? Are you increasing sales and profitability?

• Develop Content Ideas that Align with Sales Goals. Here’s some example sales goals:

• Boost sales of Mega Fit Bootcamp by 25 percent.

• Get 50 new leads a month into our sales funnel.

• Create an eBook titled ‘Sales Tips for People Who Hate to Sell’ to drive leads to the funnel.

• Plan a Content Marketing Calendar with Dates and Deadlines. Create an editorial calendar that clearly lays out your dates and deadlines so you can easily prioritize your efforts. This eliminates the “what do I write” problem.

It also makes it much easier to work ahead on content and delegate to team members.

I hope you’d enjoyed these highlights, stats, and facts to help you prepare for content marketing in the coming year.

I’m curious: What changes do you plan to make to your social media strategy in 2017?


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As the founder, Susan Friesen brings a unique advantage to eVision Media clients by having earned a Bachelor in Business Administration degree with a concentration in Computer Information Systems through the Thompson River's University. Her experience in the Web development industry since 1999 has gained her much insight and knowledge in how to effectively brand a business and then translate that to a user-friendly, search-engine friendly, custom designed website. She is a graduate of the Vancouver Film School multi-media program and also earned several certificates in technology through the University of Victoria and Athabasca University. She won the 2003-2004 Governor General's Bronze Academic Award for achieving the highest academic standing in a diploma-level post secondary program. http://evisionmedia.ca

5 Responses to “4 Content Marketing Trends for Business Owners in 2017

    Content Marketing is very important for the businesses because after the website design, content is the most important part which tells about the website to the customer. It attracts users most and communicates on behalf of you about your products. Thank you for sharing what are the new trends in content marketing.

    avatar Susan says:

    Thanks for your comment and yes indeed, once the brand design of a website provides the initial “Yes, I’m in the right place!” response, the content is what will keep the user there and eventually convert to a purchaser.

    Yes, Content Marketing help in business traffic.

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