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 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!

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 Conversion Retention

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

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

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.

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

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

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

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

Once you map your customers’
micro-moments, you can deliver truly helpful content — the very moment your customers need it.

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 only

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 that’s when content for customer retention becomes critical

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 through Messenger.

However, many don’t use private
contact methods for customer service !Thanks to social media, customer service has become a spectator sport

5 expect a reply in
complain in social media40%40% 6060minutes. The average response time from businesses is 5hours! of customers who

!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 listening to their customers and creating retention-focused content. not just attracts.

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

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 it takes to film one traditional :30 commercial…

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.

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, videos, text overlays, music, filters and more ✓

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 ✓

Specially made mobile device accessories
are cheaper and more accessible to today’s modern marketers Tripods + mobile camera lenses + editing apps = amazing content ✓

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 online!

But the pendulum is swinging
the other way, and fast !Storytelling will make a shift to nonfiction, whether brands like it or not

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 wolves in sheep’s clothing

Now that live video is
becoming the new social media standard, brands need to embrace unfiltered, documentary-style communication… warts and all.

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 moving your brand to nonfiction? We’ve got you covered now@convinceandconvert.com ?

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 Multivariate Test Examples only. Not actual results.

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!

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 active users Higher engagement time than Facebook in US history daily active users than Facebook Source: Techcrunch

Part of its success was
the use of augmented reality, which overlays digital information onto our physical environment https://www.nianticlabs.com

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 their testing playground

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 engagement ground

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 social media specialist.

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.

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’ skills. In addition, platforms have made it easier for users of all skill levels and abilities.

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.

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 with becoming a generalist Finding the right team members will require hiring for outlook as much as hiring for skills.

now@convinceandconvert.com
602.616.1895
www.convinceandconvert.com