Jaw-dropping 2017 b2b content marketing controversies (and what can you do about them) [stats] _ search engine people

It’s that time of a year again…The internet is showered with experts claiming that they have nailed 2017 content marketing trends, predictions, benchmarks …you name it.

By the end of 2015, after immersing myself in the next-year-predictions avalanche, I wrote a comprehensive article as a sincere attempt to help B2B content marketers save their ROI sanity in 2016.

This year is no exception. Front porch ideas for small houses While I highly recommend that you, as an up-to-date B2B marketer, take a close look at a rich variety of content marketing trends and resources , it’s vital that you measure them against your unique business objectives.


Softball city In some cases, ignoring trends all together is the best way to go. Little league pitch count rules In other cases, the opposite is true. Curtain factory outlet Where does your business fit within the ever-changing

What if you stumbled upon highly controversial (and even contradicting) content marketing predictions? How can you CONFIDENTLY determine your next move? Part 1: Opposite-extremes Content Marketing Trends For 2017

Before we kick off our exciting journey, I must acknowledge Content Marketing Institute (CMI) for being my number one go-to place for reliable content marketing trends and statistics.

I discovered some highly controversial and opposite extremes content marketing trends within their must-read e-book 60+ Content Marketing Predictions for a Successful 2017

In addition, I will be referring to some important stats from their invaluable study B2B Content Marketing 2017 Benchmarks, Budgets and Trends – North America . Baseball fantasy camp The Future Of Blogging In 2017: “Blogs Will Shut Down” Vs “Blog Blog Blog!”

“ …Facebook will decide what consumers see online. Eephus pitch gif Google will serve up only that content that complies with its rules and is housed on its servers. Fantasy football mock draft ppr Email solutions like Gmail and Yahoo will tighten their own algorithms, as well; so the content creator’s ability to reach the inbox may be at risk… Traffic to websites will decline, and blogs will shut down. Jain irrigation inc Gone will be the days of unrestricted information flow and true information freedom. Landscape construction The future will only be more controlled, more filtered, and less open.” (Page 21)

“… Place your blog at the core of your owned media to drive email acquisition, leads, and revenues.” (Page 50) My Take on The “To Blog or Not to Blog” Predictions

While Mike is offering very logical insights, I believe that his bold claim that blogs will “ shut down” in 2017 is an exaggeration. Lattice definition chemistry Should you take his word for it or go for Heidi’s recommendation?

While these two predictions sound contradicting, many experts in the same CMI e-book unanimously agreed on the importance of crafting a comprehensive content distribution strategy in 2017.

Ideally, your content distribution plan should consist of a balanced mix of owned, earned and paid media, not to mention intelligent influencer marketing tactics .

To make the best of both worlds, think of your blog as your digital asset that you constantly need to nurture with quality content. Roll pitch yaw angles In the meantime, integrate the big social media players into your overall content distribution strategy.

“ Last year, according to a report by Beckon , enterprise content creation increased by 300%, yet less than 5% of that content had 10 or more shares! Some corporate content is so bad, that the employees won’t even share it.

As a result of poor organic reach of content, we’ve been seeing a rise in content advertising and paid content amplification. Synthetic fiber crossword Not only with channels like Taboola or Outbrain, but also on Facebook, Twitter, LinkedIn, YouTube, and many others. Garden layout planner I’m advising my clients to devote a portion of their ad spend to amplifying content to highly targeted audiences…” (Page 6)

“If there is anything we learned in the election of 2016, it’s the ascendancy of marketing over advertising. Gardenia yellow leaves People want authentic voices in channels they choose, not canned messages in contexts they don’t. Ncaa basketball tournament 2015 Content marketing will become even more important for connecting people to ideas and values…” (Page 16) My Take on The “Content Marketing Versus Paid Ads” Predictions

However, before going for paid content amplification, your number one priority should be creating quality content that’s worth promoting. Facebook mobile login Then (and only then), you may leverage paid advertising to promote your best content.

“… Successful organizations will reduce their content volume in favor of producing fewer but more thorough and lengthy pieces. Landscaping near me Many will jettison the click addiction in favor of trust as a means of measurement.” (page 59)

“ Brand marketers will continue to create tons of content . Duke basketball score today It’s just where we are right now; however, I think more brands will start to realize distribution is equally critical…” (Page 4)

My personal no-brainer recommendation is that you should NEVER compromise quality. Landscape photoshop tutorials If you can produce tons of quality content, then go for it by all means. Fabric material names If not, then definitely outstanding but scarce content production is your best bet. Facebook desktop messenger ( I will explain the exact meaning of “quality content” below within my absolute favorite content marketing prediction for 2017.)

Again and again, (I’m repeating this point because it’s worth repetition) dedicate enough time to plan, execute and measure the right content distribution strategy for your business. El patio woodland ca A content marketing analytics template can be extremely helpful in that regard. How to lay flagstone path Part 2: Unarguably Sound Content Marketing Predictions For 2017 Interactive Content, Interactive Content and Interactive Content!

“ Content marketing will continue to expand beyond static assets that people passively consume, and will move more towards dynamic content that incorporates interactive participation. La baseball teams More brand marketers will experiment with interactive content – quizzes, assessments, calculators, solution finders, etc…” (page 5)

The following stat offers invaluable insights that showcase the most effective types of interactive content to incorporate within the various stages of the buyer’s journey.

“Context will be the foundation of the next phase of content marketing. Frances conroy eye Brands will develop highly contextual content that goes beyond the screen into the “phygital” world, enabled by beacons, sensors and the Internet of Things . Garden of the gods camping They will develop methods for making highly personalized and relevant real-time messages based on triggers such as purchase history, the weather, physical location, and myriad more factors . Netafim Such campaigns are highly complex and technically demanding, but as one Disney executive once told me, ‘The more context there is, the higher the ROI.’ ” (Page 13) Non-fiction Storytelling And Live Video

“In 2017, content marketers will focus on non-fiction, not fiction. Toro irrigation Millennials abhor falsehoods; as they become the dominant audience, storytelling will become grounded in reality. Pitching mechanics video In addition, the rise of live video (a cause and effect of the non-fiction shift) will require brands to use documentary-style communication, warts and all.” (Page 27)

For more of Jay Baer’s must-read insights, I highly recommend his article The 7 Content Marketing Trends That Matter in 2017 Ready For The 2017’S Cognitive Content Revolution?

“…The move to intelligent marketing content is imperative. Tropical garden design The coming “cognitive content revolution” – powered by natural language processing, pattern matching, and machine learning technologies – will usher in a new era of computing…” (Page 20) Incorporate Virtual Reality Content for Optimal User Experience

“Brand marketers will begin to explore the possibilities of virtual reality content to connect with their prospects and customers. How to lay pavers on sand VR provides a truly unique content marketing experience and, as such, can achieve higher levels of consumer engagement. Gardening tips Marriott, Lexus, and IKEA successfully used VR for 2016 campaigns. Pervious concrete cost So, who is next?” (Page 41) Part 3: The Coolest 2017 Predictions and My Absolute Favorite One Second Runner Up For The Coolest 2017 Predictions: Google Will Buy Twitter…

Andy Crestodina, co-founder and strategic director at Orbit Media , claims that Twitter will become the second YouTube…Who can ever stop Google’s appetite for acquisition?

“ Google will buy Twitter for tens of billions of dollars. Pictures of landscapes They won’t change Twitter much, but there will be more ads. Virtual garden The ROI for buying advertising in Twitter will go up.” (Source: iAnalyst )

That’s an interesting prediction to watch out for. Football scores nfl It makes sense to me. Driveway sealing scams How about you? The Coolest 2017 Digital Marketing Prediction: Can Google and Facebook Possibly Coexist?

As refreshingly funny and unrealistic this prediction may sound, one can’t help but wonder how the two digital marketing giants can possibly coexist! Let’s wait and see… My Absolute Favorite Content Marketing Prediction In 2017: Quality Content Defined

“Micro-targeting and hyper personalization will go mainstream. Baseball games today near me (Smaller audiences + more relevant messaging = higher conversion rate)” (Source: Marketing Insider Group )

Interestingly, this prediction is not a trend! It’s a timeless, old-school marketing principle that advocates narrowing your target market down to smaller segments to ensure unifying your marketing messages to them.

In my absolute favorite blog post of all time, Memories of A Content Marketing Guru ,I warned against businesses that narrow their niche market down to one word: Everyone!

STOP chasing after hot trends until you get your content marketing priorities straight. Olympic qualifying basketball 2016 Take my word for it: There will always be a new technology or tool out there promising to be the best business solution that ever existed.

“ The only constant thing is change.” That’s a very accurate statement but I may also add that the only constant goal is your ongoing need to offer your eager audience superior content. Irrigation store near me If you do, you may become a trendsetter rather than a trend follower.

I can’t wait to read your take on the above B2B content marketing trends for 2017 in the comments. Phoenix bats Your valuable contribution is much appreciated. Backyard baseball pablo To your success! Hand-Picked Related Articles:

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