21 Jan Full Scale Growth Marketing 2017
Shared by Travis Johnson Founder, Affixsol
FULL SCALE GROWTH MARKETING 2017
Marketing can suck for many of us who started a business not in the marketing world. For those considered “marketing expects” 2017 will be scary for marketers and those learning “how-to market”.
Rand Fishkin, founder and wizard of Moz, says, “In 2017, content marketing is going to be even more challenging than it is today.”
“There’ll be fewer winners with much bigger jackpots,” says Larry Kim, founder of Wordstream.
Let’s ignore those two comments for a second and get into things we can do something about.
Get More Creative With Format
Content marketing has mainly been about blogging, ebooks, and other written content types that generate email subscribers. These strategies continue to prevail, but cutting through the noise (all the emails, post, blogs, status updates) will require being more creative to get through.
One of the best ways to be creative is using visual content, Hubspot’s write up on this is visual. Becoming more visual is important because search engines will get better at reading and analyzing images to determine what your website is about.
Messaging Will Become More Niche
With so much more content for readers the pool is getting crowded, you MUST stop publishing for the masses and get down to the nitty-gritty.
For example, rather than writing a blog post about “how to attract customers online,” you’re better off writing about “how to attract returning customers through Facebook Ads.” Scratching the surface of an over-discussed topic won’t help you stand out. Why should people read your post instead of thousands of others? There is a good read on Goodreads to help with getting NOTICED.
Video Will Reign Supreme
We love videos and experts agree that videos bring the highest ROI, and we’re doing more of it. According to Syndacast, 74 percent of all traffic will be video in 2017.
Social video platforms like Facebook are riding the tide and optimizing feeds to improve the viewing experience. Having more videos also improves SEO, as Google—which owns YouTube—favors them in search results. Even our friends at Wistia knows what’s up: How Every Small Business Can Energize Their Marketing in 2017 regarding video. So, Man or Woman Up and get on camera.
Content Marketing Will Outshine Traditional Advertising
Brands spend more on content marketing than advertising. This trend is likely to continue in 2017.
In fact, Sam from HubSpot predicts that this trend will lead publications that generate leads with content marketing to buy out those monetizing with ads. Content marketing is more cost-effective than other forms of marketing, such as ads, and companies are getting better at attributing dollar value to content marketing properly.
Consistent Engagement Will Prove Vital
Businesses have gotten good at acquisition, but we’re not very focused on retention. In 2017, we’ll need to shift our focus to driving growth within existing audiences—like measuring daily or weekly active users to ensure consistent engagement until conversion. Instead of just bringing you to this blog post, we should optimize it so that you engage, subscribe, and keep coming back. Affixsol has a sweet inforgraphic about customer’s feelings on engagement.