5 Content Marketing Trends To Watch In 2017

Ursula Ringham

If you’re planning to use the same old marketing techniques in 2017, you’re in for a rude awakening. Content marketing changes at lightning speed, and savvy brand builders need to stay ahead of the curve. You need to be prepared for the upcoming technological changes, or you’ll be overtaken your quicker competitors. Be on the lookout for the following top five content marketing trends in 2017.

1. Artificial intelligence

Artificial intelligence will play a larger role in the content served to consumers in 2017. Brand builders will be able to use AI-enabled data analytics to understand which content is resonating with consumers. To take things a step further, AI-enabled predictive analytics will help companies figure out which topics are likely to be popular as they develop content strategies for sure-fire success.

2. Live video

Expect to see a significant increase in the use of Live Video in 2017. But from a content perspective, forget the short, silly live videos. Facebook is pushing longer format as they want marketers to focus on quality, not quantity. Your content needs to be engaging so that people not only want to watch but come back and watch again and again. With Twitter, Instagram, and YouTube already in the game, you can broadcast content to any social platform and reach your target audience. The game-changer for B2B marketers will be when LinkedIn joins the game. Imagine the evolution of the webinar to a targeted, verified audience.

3. Mobile data

An ever-greater number of searches happen on mobile phones nowadays, and mobile data will likewise play a larger role in content marketing outreach in 2017. From GPS-specific social media marketing to mobile-only content, brand builders will place increasing importance on mobile-enabled content consumers.

4. Influencer marketing on social media

Influencer campaigns on social media will skyrocket in 2017. Today’s business owners want increased ROI from their marketing campaigns, and influencer outreach is a surefire way to improve engagement rates. From influencer posts on Instagram and YouTube to sponsored posts on Snapchat to Facebook Live conversations, there will be a significant increase in the amount of not-so-organic content on social media. The key is to partner with the right influencer for your brand.

5. Audio marketing

With Facebook launching live audio, expect an increase in the number of marketers offering audio content in 2017. Podcasting is already hugely popular, and it will only continue to grow as live audio posts become everyday occurrences. Look for audio snippets in blog posts and on social media platforms like Twitter.

Content marketing will continue to boom as business owners attempt to connect with consumers in more meaningful ways. With everything from Live Video to AI-enabled data analytics becoming available, it’s a fabulous time to be a marketing professional. Which of these marketing trends will you adopt in 2017 to help grow your business?

For more insight on effective content marketing, see The Content Marketing Debate: More (Better) Is Definitely More.


About Ursula Ringham

Ursula Ringham isthe Director of Digital Marketing at SAP. She manages social media and digital marketing strategy for the small and midsize business community. She was recently recognized as one of 15 Women Who Rock Social Media at Top Tech Companies. Prior to SAP, Ursula worked at Adobe and Apple in their Developer Relations organizations. She managed strategic accounts, developer programs, edited a technical journal, managed content for an entire website, and wrote and taught course curriculum. In her spare time, Ursula writes thriller novels about the insidious side of Silicon Valley.