According to the 2017 CMI report, nearly 41% of marketers will implement a series of content marketing strategies this year. As a bridge to long-term relationships with users, the impact of content marketing is growing rapidly, from brand output to the cultivation of trust.

This Focussend details 2017 content marketing trends from three aspects: interactive integration content, visual content, and immersive content, to help build a hub for intimate interaction with users.

① Everyone is KOL, brand positive interaction is committed to user content integration

Consumption upgrading, users occupy the majority of the right to speak. Instead of trying hard to rely on the brand itself to promote, it is better to take users as the bridge, take advantage of social media, through benign brand interaction, let users generate and share content, forming word-of-mouth marketing and topic marketing. Under a series of effects, everyone is a KOL. While deepening trust with customers, the brand effect expands step by step.

For example, the classic case of Coca Cola limited supply of customized nickname bottles, users can encarve their own names on the bottles, which is highly in line with the psychology of user groups. Meanwhile, active social sharing makes it no longer difficult to spread brand influence.

② Multiple visual content, provoke the optimization of user interactive experience "girder"

In the age of fragmented information, the acceleration of human brain to capture and filter information is also rising rapidly, and information text layer is gradually replaced by visual content. Charts, GIFs, emojis, symbols, videos, etc., are favored in content marketing.

For example, in email marketing, marketers will add emoticons to the title to increase the click-open rate. According to the data, nearly 18 percent of companies tried to include emoticons in their titles, increasing the open rate by nearly 9 percent.

In addition, while the visual content gradually fits the user's behavior habits, more attention is paid to the effect of mobile terminal. Taking email marketing as an example, it has become a trend to build responsive emails. No matter what device users use to open emails, they will be presented in front of users with perfect layout, bringing excellent user interaction experience. On the picture side, GIF should be careful to limit the size of 400KB, loading time more than three seconds, there is a risk of customer loss.

(3) Immersive content scene construction helps brand value dissemination and extension

Nowadays, when delivering core values, brands are more willing to use VR to build marketing scenes. In the past, whether it was new product release or advertising marketing, it could only be limited to video text, etc. Users could not have a deep perception, and could only rely on their own supervisors to make assumptions. The new technology is becoming more and more mature, and the immersive scene content experience can not only vividly convey the concept and value, but also make a qualitative leap in the brand image in the hearts of users.

For example, Jaguar implanting VR advertisements, using sports events to make users avatar Wimbledon champion Andy Murray in the Center court of Wimbledon, or at the launch of a new concept car, using VR technology to let guests feel the 360-degree immersive driving experience.

These are the three content marketing trends of 2017. Content output is gradually transitioning from a single form of one-way transmission to a great medium of zero-distance interaction between users, its influence will steadily increase. Marketers still need to be responsive, find the closest touch point with the user, and truly make the user "fall in love with you."