How Important is Developing a Content Marketing Strategy in 2017?


There are some leading industry trends businesses should consider, in order to develop effective marketing strategies within their means. Notably, content marketing is a low-cost, high-impact method businesses are using for both digital and traditional marketing strategies; yet, there are other emerging trends compelling businesses to take notice. These emerging trends may lead businesses to ask: how important is developing a content marketing strategy in 2017?

Insights from Industry Expertise

Mobile apps and cloud computing technology are changing consumer behavior and the way businesses think about marketing; these and growing online accessibility on a worldwide level are the biggest change factors in business today. Understanding how to capitalize on these emerging trends, while staying within a lean methodology, is creating innovative solutions; yet, businesses may get weary of all the promises of sales acceleration with all the rapidly emerging innovations.

There's some interesting stats on these trends found at Smart Insights, in an article called: “Marketing Trends for 2016 – Will we be in a post-digital era?”, written in Jan., 2016 by Dave Chaffey. This article shows the results of a poll conducted with 1,500 of their readers, asking the question:

“Digital marketing activities with the greatest commercial impact in 2016?”

#1. Content marketing (22%)

#2. Big Data (17%)

#3. Marketing Automation (13%)

#4. Mobile marketing (12%)

#5. Social media marketing (8%)

Interestingly, content marketing was the most important marketing method for businesses to use in 2016. This shouldn't be too surprising, because content marketing is low-cost and high impact; also, it involves these other major trends with: video, blogs, white papers, eBooks, website optimization, email lists, newsletters, and even snail mail. Basically, content is a multimedia approach in the digital age, facilitated through and with these other marketing trends.

The big change agents (cloud computing and mobile apps) have already hit the scene, so what's occurring now is, mostly, fine tuning these top methods with streamlined integration and innovative strategies. The biggest change agent making its appearance is wearables, which placed sixth on this poll with (6%).

In a more recent article, from Content Marketing Institute, called: “Why is Content Marketing Today's Marketing? 10 Stats That Prove It”, written on August 29, 2016 by Julia McCoy, we learn:

“...200 million people now use adblockers...Content marketing leaders experience 7.8 times more site traffic than non-leaders...While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads...Content marketing drives higher conversion rates...Email marketing is one of the most effective forms...”

The author then concludes:

“From blog posts to infographics and everything in between, creating unique, consistent, and truly useful content is the No.1 way to connect with your audience on the most effective level.”

This article validates the importance of businesses developing an effective content marketing strategy, yet how, exactly, is this done? Not every business has the time or resources to upgrade their marketing departments, and outsourcing or implementing popular software solutions may take their brand in the wrong direction.

How to Create Effective Content Marketing Strategies

Each industry, business, and organization has a unique brand value to represent through their marketing strategies. Staying true to this brand value is more important than jumping on board with the latest innovative marketing solution like everyone else. Yes, most businesses are outsourcing their marketing departments and many are using similar software solutions, yet this doesn't conclude their brands values have to be generic.

Basically, marketing strategies need to be implemented that fit with each business's lean methodology and unique brand value; quality over quantity should be the main focus. This means working with outsourced partners and software solutions, which reflect each business's brand value and mission statement. Unique brand value is appreciated by consumers and leads to brand recognition, especially, as human interactions become remotely facilitated more and more.

Should businesses focus on: SEM marketing, developing a mobile app, optimizing their website and email content, creating videos, starting a blog, and using automation tools for social marketing – sure, yet the focus needs to be on emphasizing the brand value within these digital marketing methods. This means working with real people who have the expertise to implement the latest innovative marketing methods, yet also take the time to understand a business's unique brand value.


Cloud and mobile computing technologies and wider accessibility to the Internet worldwide have been the main change agents within the last five years. Digital marketing and business processes have been transitioning, in order to meet growing customer expectations – shifting toward mobile app usage. Content marketing is still the main method businesses consider the most effective, as it produces the highest ROI.

In conclusion, developing a digital marketing strategy in 2017 means focusing on content marketing; businesses will benefit by staying true and emphasizing their unique brand value, while partnering with and using software solutions that reflect this. Creating brand recognition through content marketing is most effective when consumers feel connected with the brand value.

Hat Media is a marketing agency, based out of Sydney, that understands the importance of content marketing as an integral part of a business's comprehensive digital marketing strategy. For a decade we've been helping our clients develop effective marketing strategies, using leading industry solutions while staying true to their brand value. We do this by staying on top of our game and true to our brand, as well. If interested in learning more please contact us today.

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