Trends in Content Marketing for 2017

2017 is shaping up to be THE year of content.

For a few years now we’ve been hearing about content marketing, and how content is king when it comes to your digital marketing efforts.

It’s becoming so ingrained in our daily lives, that we often don’t even identify it as content, or even marketing!

Here are 5 clear trends in content marketing that are growing fast in 2017 and how your business can get on board with them now.

Visual Content Over Written Content

The rise of visual content over written content has been slow and steady.  Most people have come to realise that writing blogs for your website just isn’t enough anymore. Infographics, videos, memes, and gifs pop up every time you scroll through your social media feeds.

They are also incredibly easy for almost anyone to create too – with the advent of free tools like Canva, Imgflip and GIPHY, you can pretty much make any visual content you like.

Visual content is easy to make, easy to share and reaches your audience a whole lot better than written content in 2017. Social media platforms like Facebook are openly prioritising visual content over the written form so if you are not part of the visual content revolution, get on it now!

More User Generated Content

Businesses are starting to realise that they don’t have to continually create their own content for the blogs and social media channels. Instead, they have figured out that they can re-share content that their audience has shared with them.

Instagram is an excellent example of this. Users are regularly posting images which tag any businesses associated with their post. Businesses then repost their photo (and hopefully use good etiquette and credit the original poster!) to their followers.

This has two huge benefits:  firstly, less time spent creating their content, and secondly, building a relationship with the person who posted the photo in the first place. Re-sharing someone’s post, whether it’s on Instagram, Facebook, Snapchat or their own blog, is often taken as a compliment and people get pretty excited when other brands share their content. This makes them more likely to keep following and sharing your content – it’s a win-win all around.

Micro Is The New Macro

The use of influencers is nothing new, but the tide is starting to turn slightly in favour of micro influencers.

The WA hospitality industry is a great example of effectively using micro influencers in 2017. Savvy Perth restaurants are offering complimentary meals to local food bloggers in exchange for a write-up on their blog, sharing images on Facebook or some stylish Instagram snaps which link back to the restaurant. Because their blog/social media following is likely to be locals who are interested in finding new and fab places to eat out, chances are the restaurant will be able to reach the exact audience they want to attract.

Content is also becoming much more niche, and micro-niche content is now a thing! If we take SEO as an example, instead of creating content around SEO in general, people are creating very specific content around SEO, e.g. how to effectively optimise your blog posts or how to use Google Analytics to find your keywords for SEO. This has a two-fold impact: firstly it will attract the right audience to your content and secondly, it gives you a much better chance of appearing organically on Google (if your content is well optimised of course!).

Video Video Video

Everyone knows that most, if not all, social media platforms are prioritising video content over any other kind of content. Facebook loves Facebook Live so if you are late to the video party, this is what you should be focusing on when you get started.

Video makes it easy to get your message across to your audience, it is highly shareable, and people just love it. Most videos on Facebook are watched with no sound though, so make sure you can convey your message without sound wherever possible. Adding subtitles is the best way to do this, as well as creating short, snappy, image driven video content.

Pushing Content Via Social Channels

Gone are the days of publishing your latest blog post and sitting back waiting for the traffic to roll in. For the most part people know that pushing their content via social media is the way forward when it comes to your online marketing efforts. For some businesses, referral traffic from social media can even account for more than half of their website visitors.

As social media platforms do prefer visual over written content, it’s important to include visual elements even if your content is written. Sharing your latest blog post? Add a clear image with it that relates to your topic. Created an awesome infographic, meme or gif? Share it on the most relevant platforms for the content type. Made a great video? Upload it to your YouTube channel and embed it in your blog, but when sharing to Facebook upload it natively to get the best reach.


Have you seen any interesting trends in content marketing this year? We’d love to hear about them in the comments below.