It’s true to say that 2016 was a huge year for content marketing, and this form of advertising really took off in a big way throughout the year. For 2017, this trend is set to continue. Whilst no one can ever be sure what the future holds, expert Lon Otremba reveals that there are already some obvious trends which will likely find their way into next year’s content marketing and native advertising ecosystem.

Marketers have already realised that connecting with fans and followers through interesting content has become far more efficient than traditional advertising. The best content strategists now know that engaging consumers with content results in a boost in brand engagement too. This has the knock-on effect of providing better Return on Investment (ROI) than traditional forms of advertising.

The result of this is that more marketers are placing their priorities on content marketing, with strategists turning to native advertising as one of their key strategies. This is set to increase over the coming year; especially since many of the consumer connections made with content do not have the associate short-term shelf life of traditional display ads. For example, if the content is compelling enough, fans and followers will spend lengthy periods with brand material.

The optimisation of landing pages is also likely to gain in priority during 2017, with more companies focussing on what consumers do after they click. Instead of attracting people in great numbers to a page they simply bounce off of, strategists will aim to develop post-click content that keeps consumers engaged and on a brand site. This can be far more efficient than optimising ad placements.

Meanwhile, large brands are expected to begin developing more of their content marketing strategies in-house instead of outsourcing work to agencies. This is due to many businesses realising the importance of content marketing, and now combining content development and programmatic marketing to maximise efficiency. For agencies, it will mean increased pressure to develop the best creative content for clients in innovative and new ways, as well as accessing the latest technological tools so brands can still gain value from outsourcing.

Finally, there’s also a word of caution that regardless of the great tech brands may use, it won’t surpass the value of good content. It seems there are new pieces of software, innovative gadgets and fantastic next-gen ways of connecting with consumers appearing almost on a weekly basis. However, it’s important to remember that using these won’t provide success if the content remains of poor quality.

In 2017, it’s expected that tech firms, publishers and marketers will continue to work hard with one another to ensure that great advertising and compelling content is used alongside advanced technology.

Content marketing will continue to evolve over the coming 12 months, and no one can say for certain just how it will develop. However, a few key principles remain; consumers must be provided with great content that is optimised to keep fans engaged for longer. Meanwhile, no wealth of great technology will make up for poor material, whilst marketing agencies will need to find new ways to offer great value to their clients.