What to expect in content marketing in 2017?

This year, many companies have considered content marketing as a game-changer and embraced the importance of it for their business. According to a report from the Content Marketing Institute, 32% of a B2C organisation’s total marketing budget goes to content marketing, while 38% of the respondents said they effectively use content marketing.

In case you’re wondering what awaits content marketing in 2017, here are a few trends to watch out for.

Live video is a sure hit  

The integration of live video streaming technology into social media platforms solved the demand for authentic content. Live video is a sure hit in 2017 as it allows the audience to be a part of the event by engaging in real time when companies often share behind the scenes footage. Reports have said Facebook Live videos are designed to achieve higher reach, thus, more brand awareness. According to Mike Stelzner, CEO of Social Media Examiner, “live video is the future of marketing - live video is hot”.

Making a content viral is still a trend

Big brands also penetrated social media with viral videos aiming to touch our heart and soul. This kind of approach will stay in 2017.

Before the year ends, McDonald’s Philippines featured the Cebu street boy's story, which again touched and inspired many netizens. This video involved a street child spotted studying outside McDonald’s in Mandaue City, Philippines at night. It became viral and is now featured in their online advertisement.

Native advertising is here to stay

Businesses will continue to embrace native advertising as people perceived them to be more natural than banner ads. Per Share Through, native ads registered 18% higher lift in purchase intent than banner ads.     

The power of influencers remains powerful

Companies are acknowledging the importance of word-of-mouth recommendations from a trusted source, and thus realizing the need for brand influencers to attract the target audience who are after genuine recommendations.  

According Liz Lanuzo of Project Vanity, social media is a great way to introduce products and concepts, but in the beauty industry at least, it is blogs and vlogs that seem to convince people to experiment with new products.

As consumers are demanding more authentic content, genuine recommendations, and legitimate experiences before purchasing a product, companies will surely give in and strive their best to deliver information in a relevant, trustworthy and compelling way.    

by Shiena Combalicer, Digital Marketing Advisor, Isentia
In Insights.

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