Content in the form of videos
Everyone has been shouting it for a while now: "Videos are hot," and we can tell you that this will only get even hotter in 2017. Bite-sized chunks of content in the form of videos, think live streaming, among other things, are the watchword. Specifically, then, it means that you need to start thinking about the role of video content for your business in your strategy. But much more importantly, you need to start thinking about the channels to be used. Where is your target audience and how can you reach them with your video content?
Mobile is leading
Mobile friendly and mobile first, we've been hearing these terms for a long time as well. So in 2017, it's not a question of whether your site is responsive, it's a must. Not only because the number of mobile searches is increasing every year, but also because mobile has now surpassed computer searches. So in addition to design and load time, content must also be right for mobile. In 2017, Google is therefore going to give preference to mobile sites in search results. If your site and your content are not yet, or not sufficiently, optimized for mobile, then that is definitely a concern for the new year.
Native advertising
With the explosion of adblockers, online advertising is getting tougher and tougher. Banners, pop-up ads, consumers are becoming increasingly critical of them. It is therefore up to online and content marketers in 2017 to look for new ways to draw attention to their brand. One way is through native advertising. Think branded content and advertorials on sites like NU.nl, for example. The tone and format of such an advertorial fits completely in the style of the site on which this content is placed. An advertorial is almost indistinguishable from editorial content and does not disturb the user experience of the visitor, as banners often do.
Influencer marketing
Also in 2016, we could not ignore the great bloggers and vloggers. Many a brand has long since discovered the power of this new batch of stars. Consequently, they are frequently used to promote products and/or services and earn quite a bit of money doing so. And this trend will continue in 2017 as well. However, the key is to find the right influencer, with the right followers, for your business. Snaring the most famous influencer, think YouTubers with 500,000+ subscribers, does not automatically mean that success is guaranteed. Your service or product and its message must fit them and their audience. What matters is the 'authenticity', so it may just be that an influencer with a fairly 'small' reach is a better match for your business than a lucrative collaboration with an Enzo, Teske, Giel or a Mascha. Of course, there is already a term for this as well, namely micro-influencer.
To what extent are you and your business already up-to-date when it comes to the above developments? And what are your plans for 2017?
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