Top 3 Content Marketing
Trends for 2017 and BeyondAccording to 25 experts

Aaron agius
Marketer, web
strategist, and
enterpreneur
#1 personalisation
#2 Interactive content
#3 Data leadcontent

Adriancordiner
Director of digital
rhinos and prozely
#1 Morerich media content
#2 Moreniche content
#3 Higher rates for content creators

Andrew davis
social media
consultant and
trainer
#1 A split within social media and content
#2 Algorithmswill playa bigger role
in how your customer will be seen
#3 A lot of brandswill give up on
content marketingas they arenot
seeing short term results

Andy crestodina
Co-founder and strategic
director at orbitmedia
#1 Google will buy twitter for tens of
billions of dollars
#2 Machinelearningwill becomepart of
optimization tools
#3 Live events will set hugeattendance
recordsand companieswill try to get
morelive events into their mix of content
types

Chad pollitt
VP ofaudience and
co-founder ofrelevance
#1 Content marketerswill be demanding and
receiving muchlarger budgets for content
promotionand distribution.
#2 Native advertisingnetworks,third-parties
and managed service providersoffer costper
engagement ( CPE ) post-clickbuyingoptions.
#3 Agencies and publishers’ contentstudioswill
compete head to head for enterprise content
marketingbusiness.

Chris garrett
An online business
consultant, teacher,
coach, new media
industry commentator,
writerand speaker
#1 More movementfrom marketerstoward
adaptive contentand granular marketing
automationsequences
#2 People are increasingly cynical and protective
of their inbox, they won’trespond justbecause
somethingis free
#3 Virtualreality and augmented reality is right
now bleeding edge field, but in the coming years
expect it to go mainstream

Cindy readnower
An author, columnist,
and ownerof skinny
leopard media
#1 People are inundatedwith information
#2 Those thatare active on social media
need lots of good contentto postand
this willcontinue
#3 People will start to click away from
sensationalistheadings

Donnamoritz
Social media strategist
and visual marketing
specialist
#1 Live video will be integral to a true
connectionwithyouraudience
#2 Paid socialwill be accepted as a
necessary partof any social media
strategy
#3 More than ever we will need to be
“human” in ourmarketingas fans want to
knowthe people behind the brand

Frank strong
The founder and
president of sword and
the script media
#1 A re-evaluationof content output
#2 A renewed focus oncontent distribution
#3 Buy vs. build an audience

Glen gilmore
Digital marketing
strategist, author of
social media law for
business, and has ranked
as a forbes top 20social
media powerinfluencer
#1 Content marketingsuccess will demand that
marketers get muchmore tech and data savvy
#2 Ar, vr, and the internet of things ( iOt )
ARE COMINGOF AGE AND CREATE OPPORTUNITIES
FOR MARKETERS
#3 THE BEST CONTENTMARKETERS WILL BE THOSE WHO
TAP INTO THE INCREDIBLE DATA BEING GENERATED BY SO
MANY CONNECTED DEVICES AND THE PLATFORMSBEING
SPAWNEDBY IOT, AR AND VR

GUY KAWASAKI
CHIEF EVANGELIST OF
CANVA, AN ONLINE GRAPHIC
DESIGN TOOL
#1 LIVE VIDEO
#2 LIVE VIDEO
#3 AND LIVE VIDEO

HANA ABAZA
A DIGITAL MARKETER AND
THE VPOF MARKETING AT
UBERFLIP
#1 I BELIEVETHE INCREASE INCONTENT CREATION WILLCONTINUE
IN 2017,THERE WILLBE A GREAT FOCUS ONMEASURING THE
VALUE AND SUCCESS OF YOUR CONTENT EFFORTS ACROSS KEY
PERFORMANCE METRICS THAT IMPACT THE BUSINESS
#2 whilea shift incontent formats willskewto more
visual forms (likevideo)there willstill be a needand
demand for long-formcontent
#3 marketers willplacea biggeremphasison creating
compellingexperiencesthat are integrated intotheir
overallstrategy and technologystack

Joel klettke
Copywriterand digital
marketer
#1 A shortageof capable content
creators ( seller’s market)
#2 Focus shiftingaway from long-term
content
#3 Growthin visualcontent

Johnjantsch
A marketing consultant,
speaker and author of duct
tape marketing, duct tape
selling, the commitment
engine and referral engine,
and isfounder of the duct
tape marketing consulting
network.
#1 Less is more
#2 Lead capture is personal
#3 Content drives advertising

Jordanscheltgen
A managing partner at cave
social
#1 More and more businesses willseek out to hire
content creators and marketers, not merely hand off
the marketing responsibilitiesto someone juggling
several other jobs withinan organization
#2 There willbe a big focus on qualityover quantity
#3 Snapchat willno longerbe a novelty, but
something most businesseshave, accompanied
closelywith the use of livevideoon
facebook/periscope

Kohlbenvodden
Predicted a seismicindustry
change towards science –
based marketing solutions
and left the global agency
world to launch storyscience
and whoare pioneering
science-based content
marketing
#1 we see a not too distant future whereai
creates content along sidewriters and is
managed by tech savvy editors
#2 Formats such as 360videoand Virtual realityby your
audiencesare fast moving beyondthe realm of early
adoptersand withboth Facebook and YouTubeboth now
supportingthese formats, you can expect to see
widespreadaudienceadoptionin 2017/2018
#3 Science-based content marketing

Marcus sheridan
The president of the
sales lion
#1 Many companies willfail at content marketing
because they feelit’s too complicated and
competitive – thereforenot worth trying
#2 More and more companies willstart to
embrace in-housevideocontent, hiringtheir own
videographersand eventually,offeringmore
video– based content than text
#3 More than ever, companieswillseek after
recent journalistgraduatesto fill theircontent
and social media marketing needs

Mark schaefer
A college educator,
marketing consultant,
and author of five
marketing books
including the content
code
#1 The most important trend is the increase in
informationdensity
#2 Content is no longerthe finishline. It is the
starting line. Most businesseswillneed promotion
and distributionstrategy
#3 Virtual reality willbe mainstream ina few
years. This willchange how wetell our stories
and connect to customers in profoundways

Matthew grant
Director of content
strategy at Aberdeen
essentials
#1 Peoplewillcontinueto churn out
crappycontent
#2 Content willget useful or get ignored
#3 Marketers willrealizethat it is not
about the content

Michael brenner
Ceoof marketing insider
group, co-author of the
best-selling bookthe
content formula, and
one ofthe leading voices
in marketing today.
#1 Brands find a niche
#2 Visualcontent continues to dominate
#3 personalization

Nathan ellering
Content marketing lead
a coschedule
#1 Blogs, socialmedia, and video will
undeniably continueto flourishinto 2017
and beyond
#2 Smartmarketers will begin to invest in
bigger contentprojects like creating free
and robustonline tools
#3 Writingthe go-go booksin their industries, and
creating environments where their customers
can build a communityto share knowledge

Pawandeshpande
Ceoof curata
#1 Paid socialand promotedcontent will
become a majorand standardway that
content is promoted
#2 The line between contentcreation and
content curationwill blur
#3 B2b content marketerswill be held
accountablenot justfor how much contentthey
create, butwhat it does for the business much
like demand generation teams

Scottseverson
President at bradpoint’s,
workswith a broad array of
brands and agencies to craft
strategic, effective and
measurable content
marketing programs.
#1 Focus onefficiency
#2 The rise of the content
librarian( organize, label, and
manage content, can solve the
“contentshock” marketers are
experiencing
#3 User – generated content

Steven stefton
Find moreabout
steven sefton at
www.seftonmedia.com
#1 Instead of postinga 500 wordarticle
every week, spend more time and create an
article aroundthe subjectthat is going to be
a powerful assetto yourwebsite
#2 Quality trumpsquantity
#3 Withouta promotionplan,yourcontent
won’tgo anywhere. When youcreate a new
article, make sureit’s the best article
online for that subject

Ted rubin
Social marketing
strategist, brand
evangelist, keynote
speaker, and acting cmo of
brand innovators. He also
ranked #13on forbestop
50social media power
influences.
“Lookingpeople in the eye digitally”
#2 connecting
#3 relationships
#1 listening

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