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The most successful marketing campaigns are those that connect with audiences on a human level. Customers don’t want to be told what to buy; they want to know the story of your brand. That is, what makes your product or service unique? A content marketing strategy can help your business reach the hearts and minds of consumers. In 2017, the best strategies will take advantage of new technology, like virtual reality systems, and capitalize on the latest social media trends.
Storytelling
One of the essential components of content marketing is thoughtful storytelling. Effective business communications and branding are conveyed through well-crafted web copy, social media, video content, and email communications. In 2017, audiences will reject stale, useless content with an even greater tenacity than we’ve seen in previous years. The most effective (and perhaps only) way to reach them will be telling a compelling story that relates to their needs.
Personalization
2017 will be the year of personalization. Businesses are building advanced customer profiles, which gives them the data they need to offer personalized content to their audience.
What does this mean for marketing? Campaigns will need to be targeted in their copy and contextually relevant in order to drive customer conversions. Automation strategies can help to give email a personalized feel, thereby reducing the perception that you are spamming your subscribers.
Live Streaming Video
Live video is beginning to catch up to prerecorded video, in terms of its popularity on social media. Instagram, Facebook Live, and Snapchat are the most popular live video platforms. Businesses can stream live video as a way of promoting events, product announcements, and behind-the-scenes access. This type of in-the-moment video sharing adds a touch of personality to your communication strategy.
Virtual and Augmented Reality
Virtual and augmented reality are set to be the next big thing. YouTube, Google, Samsung, Sony, and Nintendo are all launching VR and AR enabled products in 2017. Virtual reality marketing is already in use by sports equipment companies and concert promoters, and restaurants and storefronts are taking advantage of location-based AR games like Pokémon Go to attract new customers.
Mobile Gaming
Brick-and-mortar stores, along with bars and restaurants, are attracting new customers through mobile gaming. According to Fortune, Pokémon Go is the most popular mobile game in the world. It uses geolocation services to direct players to specific geographic locations in order to interact and play the game. Stores and restaurants can pay to be one of the areas where players interact. All types of businesses are adopting integrated marketing strategies that use mobile gaming to attract customers to their physical locations.
In 2017, customers expect a personalized experience that is integrated with their existing media consumption. Your copy and visual components need to be engaging, and they should connect with customers on a personal level. If you hope to grab customers’ attention and increase conversions, contact us to learn more about how we can help your business establish an effective content marketing strategy for 2017.