The document summarizes 7 top content marketing trends for 2017:
1. Mapping customer micro-moments to understand their full customer journey and create helpful content at the right moments.
2. Creating content for current customers to improve retention rates which are more profitable than acquiring new customers.
3. On-the-fly content creation using mobile devices and editing apps to create high-quality, real-time content.
4. Brands moving from polished fiction stories to more authentic nonfiction content by embracing unfiltered, documentary-style communication.
5. Increased focus on content testing to determine what content works best and be truly committed to content marketing efforts.
6. Growing use of augmented and virtual reality by early
2. Being great at content marketing was harder to do in 2016 than ever
before. That’s because there’s more content in more places, with more
topics and more faces.
And that trend isn’t going to stop in 2017 — it’s 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 we’ve compiled a guide of the top 7
trends that matter most in 2017.
Hope you enjoy!
5. That’s because customer experiences
aren’t measured in pieces of a funnel
Awareness
In-store buying experience moments
Conversion
Retention
6. 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 won’t
price match
Waits in line
at store, browses
phone
Sees content for
online price matching
Gets retargeted by
competitor
Complaints on social
are ignored
7. What is a
micro-moment?
?An intent-rich moment when a person turns to a
device to act on a need—to know, go, do or buy.
Credit: Think with Google
8. 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.
9. Start by plotting every interaction on their
path and their happiness level at each step
Start 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 won’t
price match
😃
!
😡😐
!
😃
!
!
Gets retargeted by
competitor
Complaints on social
are ignored
😐
DON’T DO THIS
10. Determine what content was most useful to
them in making a decision
Determine 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 won’t
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
11. Understand what content could have been
more useful to them
Understand 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 won’t
price match
Customer
service
response
Better product
information
Clear price
matching 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
12. Analyze how multiple, different channels
work together to support your customers
Analyze 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 won’t
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
13. Once you map your customers’
micro-moments, you can deliver truly
helpful content — the very moment your
customers need it.
14. Need help mapping
your customers’
micro-moments?
?We can help.
now@convinceandconvert.com
19. 1/3 of complaints are NEVER
answered, most of them
in social media.
Customer service is treated as a necessary
evil, but that’s when content for customer
retention becomes critical
21. Social platforms are even
catching on to in-channel
customer service.
Facebook users can now chat
with brands directly through
Messenger.
22. However, many don’t
use private contact
methods for
customer service
!Thanks to social media, customer service
has become a spectator sport
23. 5
expect a reply in
complain in social media40%40%
6060minutes.
The average response time
from businesses is
5hours!
of customers who
24. !And all of it
has a financial
impact on
acquisition
and retention
In order to
know what
works,
you have to
test content
$
25. 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.
26. We think it’s 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.
It’s one
click away!
KEEPYOURCUSTOMERSCOURSE.COM
28. 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…
29. With real-time marketing, time
is a luxury we
can’t afford.
That means branded content
can no longer be crafted to
glossy advertising perfection.
31. 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
✓
32. 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
✓
33. Specially made mobile device
accessories are cheaper and
more accessible to today’s
modern marketers
Tripods + mobile camera lenses
+ editing apps
= amazing content
✓
34. Now, all marketers need to
create high-quality, on-the-fly
content is a mobile device
(or two) and some know-how
📱
43. 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?
We’ve got you covered
now@convinceandconvert.com
?
55. Back up your decisions with content testing,
they you can choose to go big, or get out.
0
17.5
35
52.5
70
0
15
30
45
60
Test 1 Test 2 Test 3 Test 4
Get out!
Go big!
57. Pokemon Go was one of the biggest
successes of 2016
Biggest mobile game
in US history
Surpassed Twitter for
daily active users
Higher engagement time
than Facebook
in US history
daily active users
than Facebook
Source: Techcrunch
58. Part of its success
was the use of
augmented reality,
which overlays
digital information
onto our physical
environment
https://www.nianticlabs.com
59. But it wasn't the
first to embrace
augmented reality
Pokemon Go may have be a
cultural phenomenon…
67. Defining ourselves by siloed, vertical titles
has led to siloed, vertical work
I’m an
email marketer, but I
don’t code.
I’m an
SEO strategist, but I
don’t create content.
I’m a social media
specialist, but I don’t
design.
68. It's time to say goodbye to the
specialist, and hello to the generalist
Hello! I do a little bit
of everything.
69. That’s because technology has leveled
the playing field
Investment in and access to
new tools has enhanced
marketers’ skills.
In addition, platforms have
made it easier for users of all
skill levels and abilities.
70. In 2017, the best marketers will know
just enough outside their specialty to
be dangerous
I’m an
email marketer,
AND I know HTML.
I’m an
SEO strategist, AND
I help create
branded content.
I’m a social media
specialist, AND I
know photoshop.
71. Soon, it will be acceptable to simply say:
“I am a marketer”
I am a marketer.I am a marketer. I am a marketer.
72. Before you throw out the org chart and
do away with titles, just know:
Every single member of your
team should be on board with
becoming a generalist
Finding the right team
members will require hiring for
outlook as much as hiring for
skills.