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Content marketing has become a central part of businesses because of the benefits linked to it. The Content Marketing Institute has reported that 70 percent of business to business marketers have plans of coming up with more content in 2017 compared to 2016. Technology and online marketing are evolving at a fast rate. Therefore, as a marketer, you need to keep current with the latest trends in order to remain competitive. You should keep in mind the following trends if content marketing is part of your marketing strategy in 2017. 1. Mobile Content: Giving your clients a great mobile experience will keep them coming back. This is going to be essential from 2017 onwards. It is predicted that Smartphones will make up fifty percent of the world’s devices and connections by 2020 and seventy-five percent of Facebook users will access the platform through mobile devices by 2018. Therefore, you should come up with mobile friendly content. You should keep image sizes and quantities to a minimum. Text needs to be precise, engaging and to the point. You also need to incorporate video into content plans. 2. Native Advertising: Classic banner advertising does not offer the same results it offered in the past. Today, most people consider banner advertising as a nuisance. A better option is native advertising. It works well because it matches the feel, look, and style of the website on which it is published. Website visitors consume and experience native advertising in the same manner that they experience the actual content on the site. 3. Influencer Marketing: If you are attempting to lure Millennials to your brand, then it is vital to have a local personality, influential person or celebrity to back up your brand. Eighty-four percent of consumers consider online reviews to be as important as personal recommendations. Therefore, getting a person your clients look up to or trust involved with your brand is a good way to create engaging content which they will respond to. 4. Personalization: Personalization can increase engagement by up to 62 percent. Your clients have different preferences and they fall into various demographic groups. Therefore, targeting the general audience is not effective if you want your brand to stand out. You should let your clients access what they are seeking. You should have a segmentation strategy so that you can provide personalized and relevant content to your customers. 5. User-Generated Content (UGC): User generated content comprises of reviews, photos, blogs, and videos, which have been generated by the users of a platform. Social media is a good example of an area where user generated content plays an important role in marketing. You should identify many UGC opportunities to ensure that your brand thrives. 6. Interactive Content: The advantage of using interactive content is offering different opportunities for engagement and adding value to the user experience. This will lead to the success of your brand. Such content is affordable and reliable. 7. Marketing Automation: Marketing automation is whereby you automate some tasks and actions to improve efficiency and save time. Less than 10 percent of firms use automated marketing. Marketing automation has resulted in a 451 percent increase in positive leads. Consumers usually demand a more personalized and intuitive experience. It is therefore important to consider using automation techniques in areas like social media, email, and e-commerce in order to thrive in a fast growing and competitive market. 8. Virtual Reality: In 2016 there were more than 43 million virtual reality users all over the world and this number will continue increasing from 2017 onwards. You need to think about creating content that will easily reach a wider audience. Virtual reality will attract customers to your brand and increase your rates of engagement. Seventy-one percent of consumers like virtual reality. They consider brands that use virtual reality as forward thinking. Using virtual reality will help you win more customers.
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