Collecting information from marketers around the world, the Content Marketing Institute team compiled a series of trends for 2017. Without having a particular order, we present the list with some comments and examples that we have added: we hope it helps you compass in an increasingly complex and dynamic digital world where one thing is certain: content creation and distribution has become more important than ever in the last year. VP HR Email Lists Most organizations do not have a content marketing strategy . Research tells us that those organizations that have one and are constantly reviewing it are more likely to deliver results. Although you might think this is basic, it is NOT. We’re still too focused on thinking about campaigns, ads, and talking about our products, rather than really delivering value outside of what we offer. It is something that many marketers HAVE NOT LEARNED OR UNDERSTOOD.
We must create content that inspires , educates and entertains users; content focused on the audience not our people, the marketing manager or the director of our brand. The Yo Amo los Zapatos site does not generate sales content about footwear, but advice on how to dress using this garment. Obvious has a very high qualified traffic that potentially becomes a customer . We are starting to see a number of companies experimenting and succeeding in creating and publishing paid content, or conversely, paying other media to show their content instead of running an ad. The native advertising is that generation of content that practically blends with the content of a site but subtly strain the awareness of a product or service. Here we can even cite an example from this same site, a small note for Norton talking about his documentary The Most Dangerous City, to alert Internet users to cybercrime; paid content that didn’t feel like advertising to the reader. Influencer marketing has always been “something special” for marketing, but in the last six months this topic has jumped to the top five.
Many companies are working with influencers trying to get the most out of the wave, but few organizations execute a real strategy that makes sense. The secret is not to look for popularity, but for niche influence . Here we have already told you about the example of International Delight that connected Lyuba to launch its Cold Stone Creamery line ; Lyuba is a blogger who posts simple recipes on her blog. The alliance generated more than 28 thousand repins on Pinterest ; a cake made with the brand’s cream. What is the reason for your brand to exist? Last Review Why do you create content? Does it have a real impact on your current and potential customers? Is there a deeper purpose behind what you do, and creating content as part of your marketing and sales machinery? The brands with purpose are taking by assault the preference of the consumer. Giving users more than just products and services is one way to create engagement marketing . The Cinépolis Foundation shows the success stories of its program Del Amor nace la Vista by telling video stories and distributing them on social networks and movie screens, demonstrating a social commitment beyond their business.