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5fccf5
Top 7 

Content Marketing 

Trends that Matter 

in 2017
Being great at content marketing was harder to do in 2016 than ever
before. That’s because there’s more content in more pl...
Mapping customer 

micro-moments1
2017
Photo credit: Cristian Ungureanu
Traditional
marketing funnels
are going the way
of the dinosaur
☒
That’s because customer experiences
aren’t measured in pieces of a funnel
Awareness
In-store buying experience moments
Con...
Customer experiences are created in
micro-moments
Visits store
In-store buying experience moments
Visits competitor retail...
What is a 

micro-moment?
?An intent-rich moment when a person turns to a
device to act on a need—to know, go, do or buy.
...
To understand how to reach
customers in the right place, at
the right time,
brands need to map users’
micro-moments,

from...
Start by plotting every interaction on their
path and their happiness level at each step
Start by plotting every interacti...
Determine what content was most useful to
them in making a decision
Determine what content was most useful to
them in maki...
Understand what content could have been
more useful to them
Understand what content could have been
more useful to them
Vi...
Analyze how multiple, different channels
work together to support your customers
Analyze how multiple, different channels
...
Once you map your customers’ 

micro-moments, you can deliver truly 

helpful content — the very moment your
customers nee...
Need help mapping 

your customers’
micro-moments?
?We can help.
now@convinceandconvert.com
Creating content for
current customers2
2017
40%40%of existing B2B business
comes from existing customers
2%2% of budgets are allocated
to keeping those customers
yet ...
5new
shoppers
Retailers must 

bring in 5new
shoppers
to equal one
repeat purchaser
“Creating content 

only for acquisition 

is crazy.”
1/3 of complaints are NEVER
answered, most of them 

in social media.
Customer service is treated as a necessary
evil, but...
You should answer
Every Complaint,
in Every Channel,
Every Time
Social platforms are even
catching on to in-channel
customer service.
Facebook users can now chat
with brands directly thr...
However, many don’t
use private contact
methods for
customer service
!Thanks to social media, customer service
has become ...
5
expect a reply in
complain in social media40%40%
6060minutes.
The average response time
from businesses is
5hours!
of cu...
!And all of it
has a financial
impact on
acquisition
and retention
In order to
know what
works, 

you have to
test content...
that retains,that retains,
not just attracts.
Create content
Every content marketer in 2017
Create content
should be liste...
We think it’s so critical,
we created a course for it
50+ Videos
8 Modules
Learn exactly how to IMPROVE
customer retention...
On-the-fly 

content creation3
2017
Photo credit: Jason Howie
Buzzfeed Tasty has filmed and
posted dozens of recipe how-
to videos
Each with thousands or 

millions of views
In the time...
With real-time marketing, time
is a luxury we 

can’t afford.
That means branded content
can no longer be crafted to
gloss...
But just remember…
Creating

content quickly
≠
Creating

content poorly
Social platforms have made it
easier to adapt, by building
in-app storytelling
and editing capabilities
Native slideshows,...
Some mobile devices are also
faster and can even outperform
professional cameras
“If you're a hardcore photographer, go fo...
Specially made mobile device
accessories are cheaper and
more accessible to today’s
modern marketers
Tripods + mobile came...
Now, all marketers need to
create high-quality, on-the-fly 

content is a mobile device 

(or two) and some know-how
📱
Brands move from
fiction to non-fiction4
2017
Photo credit: Rupa Panda
Businesses are obsessed with storytelling. 

Even we talk about it all the time.
podcast
Listen to the latest
episode onli...
But the pendulum
is swinging the
other way, 

and fast
!Storytelling will make a shift to nonfiction, 

whether brands lik...
Unfortunately,
some brand
stories are 

just that…
Polished
…works of
fiction
Real
They don’t want to be
sold to. They want to
buy in on their own.
Consumers are getting
savvier about spotting
marketing wo...
Now that live video is
becoming the 

new social media standard,
brands need to embrace
unfiltered, documentary-style
commu...
Even Southwest’s
COO recently issued
a real, newsroom-
style apology via
Facebook Live
2017 will be the year we find out 

what happens when brands 

stop being polished, 

and start getting real
Need help mov...
Content testing5
2017
"If you’re not ‘all in’ with your
content marketing program,
you should stop.”
- Joe Pulizzi
Content Marketing World 2016
What exactly 

does that mean?
?
"Slow the *&%^$ down and
do your content marketing
right — or don’t do it at all.”
- Ann Handley
After the latest Content Marketing Institute
survey results, it’s easy to see why this
mandate was given
89%
of marketers 

are using content
marketing
!But only
19% think current efforts
are very successful
62%
say their efforts are
more effective than
last year
!41% have clarity on content
marketing success
But only
41%
say they are 

very committed to
content marketing
But only
37% have a documented
content marketing
strategy
!
!In order to go
“all in,”

you have to
know what
works
In order to
know what
works, 

you have to
test content
?
!In order to go
“all in,”

you have to
know what
works
In order to
know what
works, 

you have to
test content
✓
-20%
more 

conversions
+50%+50%
-20%
paid 

spend
Testing helps everyone 

slow down and 

see what’s working
A/B Testing...
Back up your decisions with content testing, 

they you can choose to go big, or get out.
0
17.5
35
52.5
70
0
15
30
45
60
...
Augmented reality 

and virtual reality6
2017
Photo credit: OyundariZorigtbaata
Pokemon Go was one of the biggest
successes of 2016
Biggest mobile game

in US history
Surpassed Twitter for 

daily activ...
Part of its success
was the use of
augmented reality,
which overlays
digital information
onto our physical
environment
htt...
But it wasn't the
first to embrace 

augmented reality
Pokemon Go may have be a 

cultural phenomenon…
Snapchat’s now-
famous filters use
augmented
reality to enhance
the simple selfie
In 2009, 

Yelp Monocle
layered digital
reviews onto
physical streets
Photo credit: David Berkowitz
!For most brands, augmented
reality will most likely be a
longer-term initiative
However, early adopters will use 2017 as
...
Testing 

smart windshields 

and displays
Testing virtual 

Modiface 

mirrors in some stores
Augmented reality won’t
work for every brand…
… but those who use it in
meaningful ways will be able
to break new customer...
Goodbye, specialist. 

Hello, generalist.7
2017
Historically, marketers defined
themselves by their specialty
I’m an 

email marketer.
I’m an

SEO strategist.
I’m a socia...
Defining ourselves by siloed, vertical titles
has led to siloed, vertical work
I’m an 

email marketer, but I
don’t code.
...
It's time to say goodbye to the
specialist, and hello to the generalist
Hello! I do a little bit
of everything.
That’s because technology has leveled
the playing field
Investment in and access to
new tools has enhanced
marketers’ skil...
In 2017, the best marketers will know
just enough outside their specialty to
be dangerous
I’m an 

email marketer,
AND I k...
Soon, it will be acceptable to simply say:
“I am a marketer”
I am a marketer.I am a marketer. I am a marketer.
Before you throw out the org chart and
do away with titles, just know:
Every single member of your
team should be on board...
now@convinceandconvert.com
602.616.1895
www.convinceandconvert.com
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7 Content Marketing Trends That Matter in 2017

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Published on

Content marketing will be harder than ever in 2017. More content. More competition. More channels. More pressure. Jay Baer and his Convince & Convert Consulting team present the 7 content marketing trends you need to know (and implement) in 2017.

Published in: Business

7 Content Marketing Trends That Matter in 2017

  1. 5fccf5 Top 7 
 Content Marketing 
 Trends that Matter 
 in 2017
  2. Being great at content marketing was harder to do in 2016 than ever before. That’s because there’s more content in more places, with more topics and more faces. And that trend isn’t going to stop in 2017 — it’s only going to multiply. The key is going to be understanding how to take a more nuanced, informed approach, so your content works smarter and harder. We want to help you do just that, so we’ve compiled a guide of the top 7 trends that matter most in 2017. Hope you enjoy!
  3. Mapping customer 
 micro-moments1 2017 Photo credit: Cristian Ungureanu
  4. Traditional marketing funnels are going the way of the dinosaur ☒
  5. That’s because customer experiences aren’t measured in pieces of a funnel Awareness In-store buying experience moments Conversion Retention
  6. Customer experiences are created in micro-moments Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Waits in line 
 at store, browses phone Sees content for online price matching Gets retargeted by competitor Complaints on social are ignored
  7. What is a 
 micro-moment? ?An intent-rich moment when a person turns to a device to act on a need—to know, go, do or buy. Credit: Think with Google
  8. To understand how to reach customers in the right place, at the right time, brands need to map users’ micro-moments,
 from start to finish.
  9. Start by plotting every interaction on their path and their happiness level at each step Start by plotting every interaction on their path and their happiness level at each step Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Waits in line 
 at store, browses phone Sees content for online price matching Compares prices on phone Cashier won’t 
 price match 😃 ! 😡😐 ! 😃 ! ! Gets retargeted by competitor Complaints on social are ignored 😐 DON’T DO THIS
  10. Determine what content was most useful to them in making a decision Determine what content was most useful to them in making a decision Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Product 
 page Ratings & reviews Comparison 
 blog Other user
 complaints Waits in line 
 at store, browses phone Sees content for online price matching Gets retargeted by competitor Complaints on social are ignored
  11. Understand what content could have been more useful to them Understand what content could have been more useful to them Visits store In-store buying experience moments Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Customer
 service
 response Better product 
 information Clear price
 matching policy Retargeting paid ad Waits in line 
 at store, browses phone Sees content for online price matching Gets retargeted by competitor Complaints on social are ignored Clarify 
 price matching
  12. Analyze how multiple, different channels work together to support your customers Analyze how multiple, different channels work together to support your customers Visits store Customer journey map example: purchasing a product in-store Visits competitor retail website Looks up reviews 
 on Amazon Compares prices on phone Cashier won’t 
 price match Gets retargeted by competitor Complaints on social are ignored website Waits in line 
 at store, browses phone Sees content for online price matching website website in person social/
 website website social paid 
 media in person
  13. Once you map your customers’ 
 micro-moments, you can deliver truly 
 helpful content — the very moment your customers need it.
  14. Need help mapping 
 your customers’ micro-moments? ?We can help. now@convinceandconvert.com
  15. Creating content for current customers2 2017
  16. 40%40%of existing B2B business comes from existing customers 2%2% of budgets are allocated to keeping those customers yet only
  17. 5new shoppers Retailers must 
 bring in 5new shoppers to equal one repeat purchaser
  18. “Creating content 
 only for acquisition 
 is crazy.”
  19. 1/3 of complaints are NEVER answered, most of them 
 in social media. Customer service is treated as a necessary evil, but that’s when content for customer retention becomes critical
  20. You should answer Every Complaint, in Every Channel, Every Time
  21. Social platforms are even catching on to in-channel customer service. Facebook users can now chat with brands directly through Messenger.
  22. However, many don’t use private contact methods for customer service !Thanks to social media, customer service has become a spectator sport
  23. 5 expect a reply in complain in social media40%40% 6060minutes. The average response time from businesses is 5hours! of customers who
  24. !And all of it has a financial impact on acquisition and retention In order to know what works, 
 you have to test content $
  25. that retains,that retains, not just attracts. Create content Every content marketer in 2017 Create content should be listening to their customers and creating retention-focused content. not just attracts.
  26. We think it’s so critical, we created a course for it 50+ Videos 8 Modules Learn exactly how to IMPROVE customer retention, BOOST profits and turn customers into VOLUNTEER marketers. It’s one 
 click away! KEEPYOURCUSTOMERSCOURSE.COM
  27. On-the-fly 
 content creation3 2017 Photo credit: Jason Howie
  28. Buzzfeed Tasty has filmed and posted dozens of recipe how- to videos Each with thousands or 
 millions of views In the time it takes to film one traditional :30 commercial…
  29. With real-time marketing, time is a luxury we 
 can’t afford. That means branded content can no longer be crafted to glossy advertising perfection.
  30. But just remember… Creating
 content quickly ≠ Creating
 content poorly
  31. Social platforms have made it easier to adapt, by building in-app storytelling and editing capabilities Native slideshows, videos,
 text overlays, music, filters and more ✓
  32. Some mobile devices are also faster and can even outperform professional cameras “If you're a hardcore photographer, go for the iPhone 7 Plus.” - CNET ✓
  33. Specially made mobile device accessories are cheaper and more accessible to today’s modern marketers Tripods + mobile camera lenses + editing apps 
 = amazing content ✓
  34. Now, all marketers need to create high-quality, on-the-fly 
 content is a mobile device 
 (or two) and some know-how 📱
  35. Brands move from fiction to non-fiction4 2017 Photo credit: Rupa Panda
  36. Businesses are obsessed with storytelling. 
 Even we talk about it all the time. podcast Listen to the latest episode online!
  37. But the pendulum is swinging the other way, 
 and fast !Storytelling will make a shift to nonfiction, 
 whether brands like it or not
  38. Unfortunately, some brand stories are 
 just that… Polished
  39. …works of fiction Real
  40. They don’t want to be sold to. They want to buy in on their own. Consumers are getting savvier about spotting marketing wolves in sheep’s clothing
  41. Now that live video is becoming the 
 new social media standard, brands need to embrace unfiltered, documentary-style communication… warts and all.
  42. Even Southwest’s COO recently issued a real, newsroom- style apology via Facebook Live
  43. 2017 will be the year we find out 
 what happens when brands 
 stop being polished, 
 and start getting real Need help moving your brand to nonfiction? 
 We’ve got you covered now@convinceandconvert.com ?
  44. Content testing5 2017
  45. "If you’re not ‘all in’ with your content marketing program, you should stop.” - Joe Pulizzi Content Marketing World 2016
  46. What exactly 
 does that mean? ?
  47. "Slow the *&%^$ down and do your content marketing right — or don’t do it at all.” - Ann Handley
  48. After the latest Content Marketing Institute survey results, it’s easy to see why this mandate was given
  49. 89% of marketers 
 are using content marketing !But only 19% think current efforts are very successful
  50. 62% say their efforts are more effective than last year !41% have clarity on content marketing success But only
  51. 41% say they are 
 very committed to content marketing But only 37% have a documented content marketing strategy !
  52. !In order to go “all in,”
 you have to know what works In order to know what works, 
 you have to test content ?
  53. !In order to go “all in,”
 you have to know what works In order to know what works, 
 you have to test content ✓
  54. -20% more 
 conversions +50%+50% -20% paid 
 spend Testing helps everyone 
 slow down and 
 see what’s working A/B Testing Multivariate Test Examples only. Not actual results.
  55. Back up your decisions with content testing, 
 they you can choose to go big, or get out. 0 17.5 35 52.5 70 0 15 30 45 60 Test 1 Test 2 Test 3 Test 4 Get out! Go big!
  56. Augmented reality 
 and virtual reality6 2017 Photo credit: OyundariZorigtbaata
  57. Pokemon Go was one of the biggest successes of 2016 Biggest mobile game
 in US history Surpassed Twitter for 
 daily active users Higher engagement time 
 than Facebook 
 in US history 
 daily active users 
 than Facebook Source: Techcrunch
  58. Part of its success was the use of augmented reality, which overlays digital information onto our physical environment https://www.nianticlabs.com
  59. But it wasn't the first to embrace 
 augmented reality Pokemon Go may have be a 
 cultural phenomenon…
  60. Snapchat’s now- famous filters use augmented reality to enhance the simple selfie
  61. In 2009, 
 Yelp Monocle layered digital reviews onto physical streets Photo credit: David Berkowitz
  62. !For most brands, augmented reality will most likely be a longer-term initiative However, early adopters will use 2017 as their testing playground
  63. Testing 
 smart windshields 
 and displays Testing virtual 
 Modiface 
 mirrors in some stores
  64. Augmented reality won’t work for every brand… … but those who use it in meaningful ways will be able to break new customer engagement ground
  65. Goodbye, specialist. 
 Hello, generalist.7 2017
  66. Historically, marketers defined themselves by their specialty I’m an 
 email marketer. I’m an
 SEO strategist. I’m a social media specialist.
  67. Defining ourselves by siloed, vertical titles has led to siloed, vertical work I’m an 
 email marketer, but I don’t code. I’m an
 SEO strategist, but I don’t create content. I’m a social media specialist, but I don’t design.
  68. It's time to say goodbye to the specialist, and hello to the generalist Hello! I do a little bit of everything.
  69. That’s because technology has leveled the playing field Investment in and access to new tools has enhanced marketers’ skills. In addition, platforms have made it easier for users of all skill levels and abilities.
  70. In 2017, the best marketers will know just enough outside their specialty to be dangerous I’m an 
 email marketer, AND I know HTML. I’m an
 SEO strategist, AND I help create branded content. I’m a social media specialist, AND I know photoshop.
  71. Soon, it will be acceptable to simply say: “I am a marketer” I am a marketer.I am a marketer. I am a marketer.
  72. Before you throw out the org chart and do away with titles, just know: Every single member of your team should be on board with becoming a generalist Finding the right team members will require hiring for outlook as much as hiring for skills.
  73. now@convinceandconvert.com 602.616.1895 www.convinceandconvert.com

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