Let's play pretend for a moment: pretend you're starring in a Broadway play and that your spectators will applaud if you give them a worthwhile show. This scenario isn't too different from reality if you think of your content as your business' performance and your buyer personas as your audience who buy your products or services rather than give you a standing ovation.
Today, thanks to the availability of numerous high quality “performances” (and that's your competition's content), it is difficult to truly wow the audience; they are now immune to cliché marketing. So, if you don’t take action and provide an interesting plot, your audience is going to walk out and buy tickets to a different play. To give you a hand in crafting content that resonates with your audience and that they truly enjoy, here are the 4 content marketing trends that will keep you on top 2017:
1. Implement a “For You” Approach
In 2017, personalized and user-inspired content will become more and more important for standing out from the crowd. We are all users above all, and if you switch your marketing brain off and turn the user brain on, you'll know that no one likes to be manipulated. We like the freedom to make a choice and pick the content that is worthy of our time.
Your content needs to go hand-in-hand with reader's interests and needs, especially since Google's search robots use customer experience as part of their ranking criteria. Thanks to CRM systems, you can always be informed of customer needs and desires. Readers love when we speak their language, address them directly, and share their opinions.
2. Automate Your Content Calendar
3. Go Visual!
Be honest with us; do you read long texts or keep on scanning and searching until you come across a website where the info is flavored with pictures, infographics, and short videos? We'll take a guess and say you — like the rest of us — tend to opt for the second option. We all prefer visualized, diverse content because "content" is not just long paragraphs of endless text!
4. User-Generated Content is a Winner in 2017
To sum up, out-of-the-box content is all about experimenting and showing creativity. Once you find the in-time tactics, customers will enjoy their digital journey with your company. Learn more about your customer by researching the Zero Moment of Truth, we have an entire ebook just about that. And it's free!