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Top Seven Content Marketing Trends that Matter in 2017

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    Top 7 Content Marketing Trends that Matter

    in 2017

  • Being great at content marketing was harder to do in 2016 than ever before. Thats because theres more content in more places, with more topics and more faces.

    And that trend isnt going to stop in 2017 its only going to multiply. The key is going to be understanding how to take a more nuanced, informed approach, so your content works smarter and harder.

    We want to help you do just that, so weve compiled a guide of the top 7 trends that matter most in 2017.

    Hope you enjoy!

  • Mapping customer micro-moments1

    2017

    Photo credit: Cristian Ungureanu

    https://www.flickr.com/photos/themeisle/

  • Traditional marketing funnels are going the way

    of the dinosaur

  • Thats because customer experiences arent measured in pieces of a funnel

    Awareness

    In-store buying experience moments

    Conversion

    Retention

  • Customer experiences are created in micro-moments

    Visits store

    In-store buying experience moments

    Visits competitor retail website

    Looks up reviews on Amazon

    Compares prices on phone

    Cashier wont price match

    Waits in line at store, browses

    phone

    Sees content for online price matching

    Gets retargeted by competitor

    Complaints on social are ignored

  • What is a micro-moment??An intent-rich moment when a person turns to a

    device to act on a needto know, go, do or buy.Credit: Think with Google

  • To understand how to reach customers in the right place, at

    the right time,

    brands need to map users micro-moments,

    from start to finish.

  • Start by plotting every interaction on their path and their happiness level at each stepStart by plotting every interaction on their path and their happiness level at each step

    Visits store

    In-store buying experience moments

    Visits competitor retail website

    Looks up reviews on Amazon Waits in line

    at store, browses phone

    Sees content for online price matching

    Compares prices on phone

    Cashier wont price match

    Gets retargeted by

    competitor

    Complaints on social are ignored

    DONT DO THIS

  • Determine what content was most useful to them in making a decisionDetermine what content was most useful to them in making a decision

    Visits store

    In-store buying experience moments

    Visits competitor retail website

    Looks up reviews on Amazon

    Compares prices on phone

    Cashier wont price match

    Product page

    Ratings & reviews

    Comparison blog

    Other user complaints

    Waits in line at store, browses

    phone

    Sees content for online price matching

    Gets retargeted by competitor

    Complaints on social are ignored

  • Understand what content could have been more useful to themUnderstand what content could have been more useful to them

    Visits store

    In-store buying experience moments

    Visits competitor retail website

    Looks up reviews on Amazon

    Compares prices on phone

    Cashier wont price match

    Customer serviceresponse

    Better product information

    Clear pricematching policy

    Retargeting paid ad

    Waits in line at store, browses

    phone

    Sees content for online price matching

    Gets retargeted by competitor

    Complaints on social are ignored

    Clarify price matching

  • Analyze how multiple, different channels work together to support your customersAnalyze how multiple, different channels work together to support your customers

    Visits store

    Customer journey map example: purchasing a product in-store

    Visits competitor retail website

    Looks up reviews on Amazon

    Compares prices on phone

    Cashier wont price match

    Gets retargeted by competitor

    Complaints on social are ignored

    website

    Waits in line at store, browses

    phone

    Sees content for online price matching

    website

    website

    in person

    social/website

    website

    social

    paid media

    in person

  • Once you map your customers micro-moments, you can deliver truly

    helpful content the very moment your customers need it.

  • Need help mapping your customers

    micro-moments??We can help.

    now@convinceandconvert.com

    mailto:now@convinceandconvert.com?subject=

  • Creating content for current customers2

    2017

  • 40%40% of existing B2B businesscomes from existing customers

    2%2% of budgets are allocatedto keeping those customersyet only

  • 5new shoppers

    Retailers must bring in 5new

    shoppers

    to equal one repeat purchaser

  • Creating content only for acquisition

    is crazy.

  • 1/3 of complaints are NEVER answered, most of them

    in social media.

    Customer service is treated as a necessary evil, but thats when content for customer

    retention becomes critical

  • You should answer

    Every Complaint,in Every Channel,

    Every Time

  • Social platforms are even catching on to in-channel

    customer service.

    Facebook users can now chat with brands directly through

    Messenger.

  • However, many dont use private contact

    methods for customer service !

    Thanks to social media, customer service has become a spectator sport

  • 5

    expect a reply in

    complain in social media40%40%

    6060minutes.The average response time

    from businesses is

    5 hours!

    of customers who

  • !And all of it has a financial impact on acquisition and retention

    In order to know what

    works, you have to test content$

  • that retains,that retains,not just attracts.

    Create content

    Every content marketer in 2017

    Create content

    should be listening to their customers and creating

    retention-focused content.

    not just attracts.

  • We think its so critical,

    we created a course for it

    50+ Videos 8 Modules

    Learn exactly how to IMPROVE customer retention, BOOST profits

    and turn customers into VOLUNTEER marketers.

    Its one click away!

    KEEPYOURCUSTOMERSCOURSE.COM

    http://KEEPYOURCUSTOMERSCOURSE.COM

  • On-the-fly content creation3

    2017

    Photo credit: Jason Howie

    https://www.flickr.com/photos/jasonahowie/7910370882

  • Buzzfeed Tasty has filmed and posted dozens of recipe how-

    to videos

    Each with thousands or millions of views

    In the time it takes to film one traditional :30 commercial

  • With real-time marketing, time is a luxury we cant afford.

    That means branded content can no longer be crafted to

    glossy advertising perfection.

  • But just rememberCreating

    content quickly

    Creating

    content poorly

  • Social platforms have made it easier to adapt, by building

    in-app storytelling and editing capabilities

    Native slideshows, videos,text overlays, music, filters and more

  • Some mobile devices are also faster and can even outperform

    professional cameras

    If you're a hardcore photographer, go for the iPhone 7 Plus. - CNET

  • Specially made mobile device accessories are cheaper and more accessible to todays

    modern marketers

    Tripods + mobile camera lenses + editing apps

    = amazing content

  • Now, all marketers need to create high-quality, on-the-fly

    content is a mobile device (or two) and some know-how

  • Brands move from fiction to non-fiction4

    2017

    Photo credit: Rupa Panda

    https://www.flickr.com/photos/132821038@N06/18592671920

  • Businesses are obsessed with storytelling. Even we talk about it all the time.

    podcast

    Listen to the latest episode online!

  • But the pendulum is swinging the

    other way, and fast !

    Storytelling will make a shift to nonfiction, whether brands like it or not

  • Unfortunately, some brand stories are just that

    Polished

  • works of fiction

    Real

  • They dont want to be sold to. They want to buy in on their own.

    Consumers are getting savvier about spotting

    marketing wolves in sheeps clothing

  • Now that live video is becoming the

    new social media standard,

    brands need to embrace unfiltered, documentary-style

    communication warts and all.

  • Even Southwests COO recently issued a real, newsroom-style apology via

    Facebook Live

  • 2017 will be the year we find out what happens when brands

    stop being polished, and start getting real

    Need help moving your brand to nonfiction?

    Weve got you covered

    now@convinceandconvert.com

    ?

    mailto:now@convinceandconvert.com?subject=

  • Content testing52017

  • "If youre not all in with your content marketing program, you should stop.

    - Joe PulizziContent Marketing World 2016

  • What exactly does that mean??

  • "Slow the *&%^$ down and do your content marketing right or dont do it at all.

    - Ann Handley

  • After the latest Content Marketing Institute survey results, its easy to see why this

    mandate was given

  • 89% of marketers are using content marketing !But only

    19% think current efforts are very successful

  • 62%say their efforts are more effective than last year !41% have clarity on content marketing success

    But only

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