{"id":1025,"date":"2017-04-05T15:23:00","date_gmt":"2017-04-05T15:23:00","guid":{"rendered":"http:\/\/commarts.pleather.us\/2017\/04\/05\/9-predictions-that-will-define-content-marketing-in-2017\/"},"modified":"2017-04-05T15:23:00","modified_gmt":"2017-04-05T15:23:00","slug":"9-predictions-that-will-define-content-marketing-in-2017","status":"publish","type":"post","link":"https:\/\/blog.valdosta.edu\/m2\/2017\/04\/05\/9-predictions-that-will-define-content-marketing-in-2017\/","title":{"rendered":"9 Predictions That Will Define Content Marketing In 2017"},"content":{"rendered":"

This article originally appeared on\u00a0Column Five<\/a>.<\/em><\/p>\n

\u201cContent is king.\u201d<\/em><\/p>\n

\u201cEveryone\u2019s investing in content.\u201d<\/em><\/p>\n

\u201cContent marketing is the only type of marketing left.\u201d<\/em><\/p>\n

We\u2019ve all heard these sound bites.\u00a0But what do they really mean? I don\u2019t know.<\/p>\n

What I do know is that the content marketing industry is growing<\/a> and maturing at a fast pace.<\/p>\n

As more people (both as brands and agencies) pursue content in earnest, more content is produced. Some of it\u2019s good, but a lot of it\u2019s bad. As we come to the end of the year, it\u2019s time to think about how we can do better. How do we course correct (when needed) or upgrade our content marketing efforts?<\/p>\n

Here are a few ideas for what we plan, want, and hope to see in 2017.<\/p>\n

1) FEWER BUT BETTER CONTENT PIECES<\/b><\/h4>\n

Committing to or investing in good content marketing doesn\u2019t mean producing a ton of content; it means producing good<\/i> content. What is that? Content that engages, educates, and inspires people\u2014not valueless fluff that rehashes the top three articles found on Google.<\/p>\n

Effective content marketers<\/a> produce enough content to engage their audience and keep them coming back. The priority should always be quality first, scale second.<\/p>\n

2) LESS BULLSHIT (AND LESS JARGON)<\/b><\/h4>\n

I hope there will be less reliance on bullshit and jargon and more efforts to communicate clear, concise, and compelling messages. Want a good example of an authentic voice? Look at\u00a0Seth Godin\u2019s blog<\/a>. Let\u2019s all try to speak to\u00a0humans like humans.<\/p>\n

3) DEEP BRAND STORYTELLING<\/b><\/h4>\n

The word \u201cstorytelling\u201d is bandied about quite a bit in the advertising and creative agency world. Often this word has become a thinly veiled term for whatever the agency is doing.<\/p>\n

But in its true sense, storytelling is an incredible way to bring people into the fold and connect with them in an emotional way. Here are a few great examples of brand storytelling:<\/p>\n

Under Armor\u2019s \u201cI Will What I Want\u201d video<\/strong><\/p>\n<\/p>\n

Bose\u2019s \u201cGet Closer\u201d video<\/strong><\/p>\n<\/p>\n

Harvy Nichols\u2019 security came video<\/strong><\/p>\n<\/p>\n

Other favorites:<\/strong><\/p>\n