In recent years, more bandwidth and new technologies and platforms have led to an explosive increase in content production. In 2016 content was experiencing the quality improvement, in 2017 it will become meaningful: brands and digital agencies that understand user needs and address them directly will generate more qualified leads and conversions than ever before.
With the growth in demand for quality content the production of high-quality content becomes more time-consuming and expensive. In 2017, therefore, brands that want to compete for digital target groups will have to take more account of authenticity, quality and relevance. The following content marketing trends will shape the year.
- MOBILE IS GROWING EVER FASTER
For years, a trend, end not in sight: 3.65 billion people now use mobile devices.More than half of our consumption of content takes place on smartphones.
With the google mobile usability update, a lot of the top ranking sites has seen drop in traffic. In order not to lose the valuable mobile target group, companies are now reacting with a flood of Responsive Design Relaunches.
In 2017, mobile marketing strategies can no longer considered to be a luxury. Responsive design, embedded video and other mobile technologies become the expected standard. The importance of Multi Device Experiences – the seamless use of multiple endpoints by users – continues to grow.
- MOTION PICTURE DOMINATES CONTENT MARKETING
With the bandwidth available, the demands of content consumers are also growing. By 2017, Video content will claim nearly 70 percent of its complete online traffic.
At the same time, the distribution of user-generated content in the form of videos will increase disproportionately due to ever-improving smartphone cameras. New video-based technologies such as 360 ° video ads will also make visual content increasingly diverse and diverse.
Content marketing is thus given more and more into the hands of users. For companies, the relevance of Influencer Relations is increasing.
At the same time, we can look forward to newsroom launches: with a focus on brand experience and storytelling, users with more advanced formats such as interactive infographics, reports, explanatory films or interviews will interact with more and more channels.
In 2016, functionality, intelligent information architecture and emotionalizing design were the focus of digital trends. By 2017, existing trends such as Simplicity, Meaningful Technology or Responsiveness would be even more radical in focus on user needs. Expectancy, relevance, usefulness and usefulness form the framework in which successful content must move in the future.