Content Marketing is In for 2017

author image Written by: Lia           Categories - Digital Marketing, SEO Tips>Content Marketing

Businesses large and small are shifting their focus from traditional ad campaigns to content marketing strategies

Watch out, banner ads—content marketing is here to stay.
You could say traffic is getting pretty tense in digital spaces.
Watch out, banner ads—content marketing is here to stay, and is proving to be a preferred choice among marketers and consumers. Content marketing is reaching audiences through various channels with engaging quality content such as blogs, news articles, social media posts, videos, photos, and infographics. In a digital world full of competition, reaching out and engaging your audience is necessary if you want to retain a loyal customer base. Content marketing can no longer be ignored by businesses, so many are getting on board with successful digital marketing strategies to stay up-to-date with today’s consumer trends.  


Quality matters when it comes to content marketing
Say it with us.
Businesses across most industries are planning to spend more resources on content marketing this year than on traditional marketing channels such as advertisements and publicity campaigns. Also, their top priority for 2017 is to produce quality content in the form of relevant and informative articles. These articles are meant to engage and educate audiences, making them feel more connected to businesses and more likely to browse their websites. Most importantly, the content must focus on the audience and not the brand. Digital marketing is taking precedent over traditional marketing. Quality content is more effective in engaging audiences than online ads, especially since more people are using ad blockers on their mobile devices these days. Marketers have realized that content marketing is the way to go—the creation of high-quality content that consumers actually want to read is extremely valuable for businesses. The regular posting of quality content on blogs and social media is important for keeping consumers engaged. Visual content is also increasingly necessary for effective content marketing—audiences enjoy visually-engaging content such as photos, videos, and infographics.


Come get your content marketing
Haven’t made the switch? Come on! Get on it!
A survey of marketers in the U.K. found that most marketers believe content marketing is effective, yet many still don’t know how to implement a successful content marketing strategy for their businesses. These marketers cited lack of staff and budget as major influences for lagging behind. However, 70 percent expect to invest more in content in 2017. For businesses who need to revamp their marketing strategies and get on board with the content marketing trend, but don’t know where to start, a digital marketing agency can help make the switch. Reach and engage your audience with quality content marketing that will win over their hearts and keep them coming back for more.


Twitter Testing New Options For Attaching Content


Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.


This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.

Read More: You Will Finally Be Able To Edit Your Tweets!
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Instagram Updating Its Ranking Algorithm 


Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.


Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.


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