22th December 2016




Content Marketing in 2017…

In 2017 the global digital economy undoubtedly represents some of the greatest untapped potential revenue in recent years. With over $1.9 trillion earned throughout 2016 through eCommerce alone, it isn’t hard to understand why smart businesses have moved their focus from more traditional forms of marketing to capitalise on this huge global opportunity.

If we’re honest, going into 2017 with just a website isn’t going to be good enough. Innovative marketing techniques have overtaken traditional methods and to compete in this digital world, a business must implement multiple strategies just to make a mark. The best advice focuses on some of the top marketing trends of 2017, so your business can establish itself before it becomes too crowded.

Content Marketing

Really the key to successful content marketing right now is engagement. The right content will turn heads, engage readers and speak directly to the target audience thereby making brands memorable. To succeed you must anticipate and answer your audience’s questions in a way that tells a story and compels the target reader to return, viewing you as a trusted resource.

The type of content you share is closely related to your product or service; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

What really makes content marketing work is the strategy behind it. Careful planning and analysis will help marketers decipher the types of content most suited to their audience, the message they want to convey, and the ideal time and place to reach the target reader. Strategies must anticipate and adapt to the audience’s needs to assist in reaching your marketing goals and to deliver strong results.

There are several variations of content marketing.  While it is recommended to try multiple strategies, the major negative element is that content marketing requires a large time investment. There is no quick, easy way to get around it. A few random posts will not be sufficient, because aside from the content itself, consistency is paramount to achieving results. Who cares if you posted a some content a year ago? Why should I subscribe if you don’t produce content now?


Blogging is really the original form of content marketing of the whole content marketing movement. Similar to direct e-mailing in the idea that they are both a written medium, blogging is easier to implement as it does not require an extensive opt-in e-mail list.

A successful blog will not only develop relationships with your consumers, but also with other authorities within your niche. Guest posting, reblogs, and back links are all generated from developing relationships with people who may or may not be your target audience. These methods can turn a small blog into something huge. An added benefit of blogging is that regular new content helps elevate your website in the search engine results rankings.

Social Media

Social media has broken down almost all barriers between the consumer and the company. A recent study published in the Harvard Business Review states that modern consumers ignore blatant advertising.  Historically many businesses have treated their social media accounts as a free way to advertise to potential customers. Recent research statistics state that this doesn’t work nearly as well as anticipated.

Consumers are too perceptive when it comes to a company trying to sell a product. An ad on social media is still an ad, and they are largely getting ignored. The exaggerated and sometimes outrageous claims that used to be foundation of traditional marketing methods are too easily researched. When a consumer is let down, the entire world can hear about it almost immediately.

Social media was never intended to become a free form of advertising. From the outset it was supposed to be used to maintain a network of relationships regardless of location. 2017 will most likely see more companies embrace this philosophy and use their social media accounts to engage with their customers. The goal is not to sell, but to build a relationship. After a relationship, has been formed, subtle social selling is far more effective. Effective social selling turns cold prospects in loyal consumers.

E-mail Campaigns

No, it’s not dead yet. While this concept might seem old or even ancient, within the context of content marketing, e-mail campaigns are very powerful. All that junk mail you get in your inbox; how much of it do you read let alone open? Using direct e-mail campaigns in 2017 requires two key elements, the subscribers need to have opted-in and each message should sound personal.

These are important because one of the secrets to successful content marketing is to build trust with your readers. A direct e-mail campaign has one of the highest ROI of all of content marketing strategies. The secret to tapping into that ROI is through providing value. This can come in many forms and should simply have the ability to entertain an audience. If your audience wants to read your stuff, then your conversion rate will dramatically increase.


The play button is currently considered to be the most powerful call to action. In 2017 video marketing will account for 69% of all consumer traffic.  Mobile video ads will grow 5 times faster than desktop video ads. Landing pages using video generate up to 800% more conversions.

YouTube has completely revolutionised the art of video production by making it possible for anyone to make their own television channel. Statistics show that a large segment of the population would rather watch a video than read an article.

As marketers search for more innovative ways to grab and maintain people’s attention, video has become a meaningful part of the content marketing conversation. No longer an “up-and-coming” marketing tactic — it’s here to stay and is a powerful way to communicate your value proposition, build relationships and tell your brand story to both customers and prospects.

All the best for 2017 from the team at Hexa Digital

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