Content marketing is the process of creating and promoting content, including blog posts, articles and videos, with the aim of attracting new customers and retaining existing customers. With the e-commerce industry becoming increasingly competitive, the need to provide your customers with a great experience, from browsing to purchasing, is now almost as important as the quality of products and their pricing. Here are 4 content marketing trends you can expect to see in the New Year.
A focus on mobile formats
We keep talking about the increasing importance of mobile-responsive sites for e-commerce businesses, and in 2017, it’s likely that even more shoppers will be browsing on their mobile devices. Make an effort to focus on producing mobile-friendly content – whether that means changing the format of existing content, or creating mobile apps, for example.
Introducing Artificial Intelligence
As we talked about in a previous post, Artificial Intelligence (AI) may be the key to helping e-commerce businesses stand out from competition. Content marketers may begin to experiment with automated translation, personalized content experiences and even writing content for you. Gartner estimated that 20% of business content will be authored by machines by 2018.
An increase in video content
It’s not exactly news that millennials in particular have a strong preference for digital video over traditional television, with the rise of YouTube and TV and movie streaming services like Netflix, Hulu and Amazon Prime. Since an increasing number of people are watching videos on the internet, expect to see content marketers producing more video content in 2017.
Virtual Reality technology
There’s been more talk that Virtual Reality (VR) might take off in 2017. Companies like The North Face have started using VR to showcase their products. Although expensive, and perhaps slightly out of reach of small and medium-sized businesses for now, once the technology becomes cheaper, we will no doubt see it proliferate.