Maybe I’m biased but if there is one thing I can predict with 100% accuracy, it’s this: content marketing will become even more important in 2017.
You’ve seen this first-hand: businesses are investing more and more in creating and distributing content.
In fact, according to one estimate, content marketing will be a $300B industry by 2019.
All this growth means that industries related to content marketing - such as SEO - are also evolving. Tactics that work today might fall flat in the next two years.
What are the content marketing trends SEOs should watch out for? What changes will impact SEO in 2017 and beyond?
In this post, I’ll show you 5 content marketing trends and how they are changing SEO.
As marketers adopt innovative ways to capture user’s attention, video has become an integral part of content marketing.
After all, it is also the most engaging type of content out there.
It is also the fastest growing content-type over the years.
Video is also the reason for the exponential growth in mobile data usage as this hosting facts graph shows:
Consider this: an average user is exposed to approximately 32 videos a month.
The sheer volume of video being consumed means that marketers have poured in huge amounts of money into video content. It has worked for them to get better rankings and ROI.
According to a research by Aberdeen via Vidyard, marketers who use video grow revenue 49% faster than non-video users.
It goes without saying, YouTube is the preferred channel for video marketing. It is the second largest search engine with 500 hours of content uploading every minute.
Such enormous amount of content has brought more and more searches on YouTube. Even when you search on Google, a lot of search queries (55%, as per one study) will show video results.
All these statistics point to three trends:
To stay competitive in the SERPs - both on Google/Bing and YouTube - we’ll see marketers invest resources into optimizing videos.
You’ll also see marketers start SEO campaigns exclusively to get their videos ranked higher. Some agencies might even start offering video optimization packages that focus on building links, optimizing video titles + descriptions and adding click-worthy thumbnails to videos.
In 2014, video content accounted for 64% of all internet traffic.
By 2019, a Cisco study suggests that 80% of the world’s internet traffic will be video.
Live video will play a big role in getting this number to 80% in the next five years.
We’ve already seen live video streaming blow up with both Facebook and Twitter (via Periscope) heavily investing in it.
In fact, the Periscope growth chart looks straight out of a startup’s dream:
For marketers, live video makes perfect sense - it’s quick and easy to produce, requires no editing, and is “raw”.
As live video consumption grows, brands are quickly responding by incorporating live streaming into their marketing efforts.
For example, Buzzfeed live streamed two of its employees trying to make a watermelon explode with rubber bands.
This rather simple (and inexpensive) rubber band experiment - it involves some rubber bands and a watermelon - lasted nearly 40 minutes.
Yet, the escalating tension ended up attracting over 807,000 viewers at its peak in popularity. These viewers not only shared the video with their friends, but also engaged heavily with the video in real-time
Dunkin Donuts’ Valentine day live streaming is another great example. In this video, Dunkin’ explored ”test kitchen” for viewers, showing how it creates new products.
The end result of the experiment was a huge donut themed wedding cake.
This gave Dunkin’ more than 36,000 viewers. This might not sound like a lot, but considering the fact this many people were watching someone literally make the cake in real time just goes to show the potential of live streaming.